"We have a huge opportunity in front of us to revolutionize the industry of search marketing," said Nicholas Fox, business product management director for Google AdWords, at the Search Engine Strategies conference in San Jose, Calif. AdWords is the search giant's advertising service.

Google, for its part has expanded services to include such capabilities as more advanced queries and a bid simulator for advertising purposes, Fox noted. But keyword advertising remains a bit of a game, with advertisers trying to figure out user searching habits, he said.

"We need to get better at connecting users with advertisers," said Fox. Keywords work well, but there is room for improvement, he said. Google, for its part, offers a search-based keyword crawl, which suggests keywords to advertisers.

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