(Continued)

Later during the day on Monday, and according to news from Google, the company is to release new search engine marketing tools that could expand its lucrative PPC advertising business and increase growth as it embarks on a long-awaited IPO. The technology aims to enable Google to examine the Web sites of large advertisers and to develop automated lists of keyword combinations that are likely to turn up in search queries, the sources said.

On Tuesday, there was news that Yahoo and Google don't count revenue the same way. For guidance, many look at Yahoo, another Internet company with a business similar to Google's and which has been public since 1996. But since Yahoo and Google have a different accounting system, this is making it harder to compare many aspects of the two companies' finances.

Google uses a more-conservative definition that has the effect of damping its revenue and increasing its profit margins. Yahoo reported first-quarter revenue of $758 million. Looked at another way, Yahoo said revenue totaled $550 million. Rival Google said its first-quarter revenue totaled $390 million. Or maybe it was really $652 million?

In other news on Tuesday, according to survey results by Mosaic Media, 57.1 percent of Google AdWords advertisers want their ads to appear contextually in Google’s Gmail.

Gmail is Google’s free e-mail service that is currently in beta testing and is expected to go into full release this summer. Google intends to place contextual advertising in personal e-mails, so if someone is talking about taking a trip to Vermont, hotel ads may show up alongside the text. In Mosaic Media’s survey, only 19 percent of Google advertisers gave a flat no to the concept of their ads appearing in personal Gmail correspondence.

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