While Google mulls making more acquisitions, it will also continue to invest in internal development. Jonathan Rosenberg, Google's senior vice president of product management, singled out a new AdWords user interface for advertisers as one of the company's biggest investments of the year so far. Virtually all advertisers have been transferred over to the new user interface, which represents the biggest overhaul of the AdWords system ever, he said.
Google is also investing heavily in developing new ad formats, including a new one being tested for local ads, designed to make it easy for small businesses to sign up by filling out a one-page form and paying a monthly rate, Rosenberg said. That beta local ad service also includes a Web page for businesses that don't have one, populated with their information.
Another area of major investment this year has been the improvement of search user experience through the development of new features to help users refine queries and filter search results, he said.
"We see users today coming to us with much harder queries than they used to, so we're adding more ways for them to work with the results and get what they need," Rosenberg said.
Schmidt also addressed this topic, saying Google had implemented about 120 search quality improvements during the third quarter, and will continue to constantly improve its search technology now and in the future.
"We want to get to the perfect search engine," Schmidt said.
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