AOL Canada said Tuesday it has extended a deal to fold Google's sponsored text links into relevant Web query results. The deal builds on a partnership between the two companies dating back to May 2002, when Mountain View, Calif.-based Google began powering search results for the Toronto-based Internet service provider.
AOL Canada, which is a partnership between America Online and RBC Royal Bank, takes after its parent company AOL in adding Google's text listings to boost ad sales. For Google, the deal could help build its advertising network. In "pay per click" advertising like this, marketers bid for placement in search results related to specific keywords; their ads appear when people search for those terms on Google and its partner sites, which include AOL and AOL Canada. Advertisers pay only when people click on their listings.