Google which recently acquired Double Click (A deal which had its share of problems getting through.) has now announced that it plans to sell of the Search Engine Marketing firm Perfomics which was bought as a part of the deal. Now this may surprise some as most of the search engine marketing business is generated through google’s adwords. Why wouldn’t google allow a stand alone profit center which focusses on search engine marketing? After all with google backing it there is no doubt it could be the largest SEM firm in the world with access to google’s internal search trends data!

 

Well Tom Phillips, Director, DoubleClick Integration on the google blog clarifies why “It’s clear to us that we do not want to be in the search engine marketing business. Maintaining objectivity in both search and advertising is paramount to Google’s mission and core to the trust we ask from our users. For this reason, we plan to sell the Performics search marketing business to a third party. We believe this will allow us to maintain objectivity and the search marketing business to continue to grow and innovate and serve its customers.”

Google has started making its services available offline as it recently announced regarding Google Docs. I wont be surprised if google continues down this path with all of the Google Apps. It does seem that google wants to reduce its revenue reliance from being majorly search ad oriented. Hence its continuously looking at going offline and also focussing on encouraging use of services like Google Docs and Google Apps where it directly competes with the likes of Zoho for revenue.

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