Although the company does not comment on if or when Print Ads will be launched in the UK, it seems to be foreseeable that they will introduce the programme in the UK as well as in Europe shortly.

Google Print Ads is a new extension of Google AdWords, the well known auction system that allows companies to bid for a slot next to the online word searches.

At the end of 2006, the new programme passed the test with 50 newspapers and a small group of advertisers in the US and, in the meantime, has grown to more than 225 newspapers (from The New York Times and The Washington Post to smaller regional newspapers, college papers or Spanish language papers).

How does it work?

On Google Print Ads the advertiser chooses a newspaper, selects the day, the desired section and the ad size and then names the price he is willing to pay for the ad insertion. Generally within 72 hours, the newspaper publisher will respond to the bid by accepting it or indicating why he rejects it (based on this discussion the advertiser then can make a new bid). Finally, the advertiser submits the ad to the publisher. However, if he cannot design the ad alone, Google even offers to do that for him (taking a slice of the revenue anyway!).

According to Google, they bring new advertisers to newspapers with this programme which will benefit readers, publishers as well as advertisers. Google Print Ads makes it easier for agencies and advertisers of all sizes to plan and buy traditional newspaper media within a single, electronic interface bringing new efficiency and flexibility.

Indeed, it remains to be seen if the larger British newspapers join in Google Print Ads…