Users of Google's AdWords pay per click services will now have the option to optimise their campaigns to display ads with the highest conversion rates.

The new option will be offered alongside the two existing alternatives marketers have for choosing which of their ads are displayed to users, which currently allows people to either display the ones with the best clickthrough rates or rotate them evenly.

"Some of you have told us that the ad with the highest clickthrough rate isn’t always the ad with the highest conversion rate and that you’d like to be able to optimize for conversions rather than clicks," Google said in a post on its AdWords blog, which is why the firm has implemented the new feature.

The company added that the new feature will give marketers another way to experiment with their promotions and determine which ads are providing the best returns.

Other improvements made to the services offered by Google recently include the integration of social media listings into its organic search engine results pages.

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