Google is giving advertisers buying TV ads through the company access to data that informs its search ad buys with a new product called Search Triggers.

The program will let advertisers adjust their buys if search data shows a trend. For instance, a grill manufacturer might heavy-up on an ad buys if searches for "grills" spike or if other related searches, like "barbecues" increase.

Though some ad agencies already use search data to make informed decisions about their TV buys, Jody Shapiro, a product manager at Google, says Google hasn't linked its Google TV Ads to search data before. Previously, Previously, Google TV Ads let advertisers bid on slots related to what the advertiser was selling. For instance, a pet food advertiser would be able to bid on a show that was known for having a following among pet owners.

Google TV Ads, which launched in 2008, look just like ordinary commercials to viewers. The idea was to create a solution for advertisers modeled on Google's successful AdWords format. Though Google had tried and failed to sell other traditional media like newspaper and radio ads, it has stuck with Google TV Ads despite a slow start.

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