Google is making changes to its service to create more transparency for consumers using the ubiquitous search engine. Searchers will not be able to click on a link labeled "why these ads" next to ad results on their search pages. The information on this link will explain to them how they received the particular ads that they did, which are targeted and personalized based on their destination, amongst other factors.
For the first time, Google will also allow consumers to adjust which ads they receive by accessing a new "ads preferences manager" and selecting certain advertisers they would like to block. They will also be able to turn off ads personalization completely.
Google's goals with these new features, it seems are in line with its overarching goals with ads in general, namely that they should provide users with relevant and useful information. The more Google can personalize the ad results users receive, the more valuable they will be, the more clicks they will receive, and the more valuable those clicks will be, all resulting in greater revenue for Google and continued market dominance in search.
For consumers, the end result, in Google's ideal world, may be a set of search results where the ads are as attractive to the consumer as the organic results, as opposed to the current situation where roughly 15% of clicks are on sponsored results as opposed to organic results.
For more information on these new changes and a video from Google, click here:
http://mashable.com/2011/11/01/google-why-these-ads/
http://googleblog.blogspot.com/2011/10/increasing-transparency-and-choice-with.html
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