Yahoo! makes a deal with Google to run contextual ads on its site.

While content for SEO drives organic traffic rates, paid search marketing campaigns can attract even more prospects to web stores. Therefore, brands must focus on creating well-rounded campaigns for the ‘net that include various content types. Recently, Yahoo! announced a new agreement with Google to help improve ad delivery.

According to reports, including a post on Yahoo!’s own blog, Google will provide Yahoo! with contextual ads. Bing remains Yahoo!’s exclusive partner with search-triggered ads, but it appears Yahoo! is open to partnerships with Google elsewhere. The contextual ads will come through AdSense for Content and AdMob mobile ads.

In a blog post announcing the new global relationship, a company spokesperson said, “By adding Google to our list of world-class contextual ads partners, we’ll be able to expand our network, which means we can serve users with ads that are even more meaningful.”

The working partnership shouldn’t come as a surprise, considering CEO Marissa Mayer’s and COO Henrique de Castro’s relationships with Google. Brands that allocate funds toward paid search marketing, but focus on Google or Bing, might want to put aside some time for Yahoo!. The evolving search engine continues to carve out a niche for itself, and brands can capitalize on the property’s loyal following.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.