Advertisers making use of Live Search’s pay per click services can now utilise a fourth mainline ad position in the search engine’s results pages.

Mainline ads are carried in the coloured box at the top of results pages and a fourth spot in this box was added by Live Search following feedback from marketers.

Tina Kelleher of Microsoft said in a blog post that the introduction of an extra placement in the US version of the search engine had yielded positive results.

"We’ve made some enhancements that will not only provide extra ad visibility to help boost incoming traffic, but will also provide an improved layout and better search experience for our users," she remarked.

A recent Covario report revealed that global tech firms spent 45.7 per cent more on pay per click ads on Live Search in the fourth quarter of 2008 compared with the same period in 2007.

It accounted for 3.7 per cent of all paid search spending in the US during the quarter, the analytics firm said.

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