Google's hugely successful search advertising product, AdWords, is borrowing a buying tactic from traditional media.

Responding to advertisers' desire for more control of their search-based campaigns on and its partner sites, Google is offering a new feature which allows for precise ad scheduling on specific days or times of day - much the same way that TV is sold in dayparts. Google's massive base of advertisers can now elect to essentially turn their ads on and off down to 15-minute intervals and also lower and raise bid prices during set times of day or days of the week.

Until recently, advertisers who purchased inventory via AdWords would see their ads run whenever searches occurred, and those that wanted to schedule ads for specific periods of time needed to adjust their bids manually.

Google executives believe that the new targeting option will appeal to small retailers that are looking to drive site traffic during their business hours, or advertisers that are running specific promotions during a weekend or sale period, for example. Plus, many of Google's advertisers which employ its free Web site analytics product may also have intelligence on when periods of heavier traffic typically occur on their sites.

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