Today; Time Warner’s AOL division is introducing a new paid search service backed by Google’s technology. The goal is to help advertisers better target AOL users. AOL Search Marketplace is part of the December 2005 agreement with Google in which they bought a $1 billion stake in AOL, the online division of the world’ s largest media company. As part of the deal, sponsored links from Google’s AdWords technology would appear on AOL search pages. According to AOL, this customized version of Adwords–AOL Search Marketplace ”lets advertisers reach AOL “search” customers more effectively.This new service will help AOL capture advertising dollars from ads linked to search terms in text, in addition to the money it makes from display ads, such as banners. Raising online ad sales is the top priority at AOL, and it restructured its business last summer to offer most of its services for free. When asked about the subject, AOL Media Networks President Mike Kelly said,“This gives us the opportunity to deepen our customer relationship and keep that growth rate going.”AOL is one of the Web’s largest sellers of display ads, but it has fallen behind in paid searches. Google’s dominant text search technology has made it the most powerful advertising channel on the Internet. According to Jupiter Research, some 25 percent of online ad spending went to Google in 2006 compared with 8 percent to AOL.The deal does not include the AOL Video search service yet, but they will likely be added over time.