Google has announced it is to trial a new advertising model which will allow companies to bid for ads they wish to target on specific websites.

In a company blog, the search engine giant states advertisers will have the ability to bid on a cost-per-click (CPC) model, enabling them to set a fixed price payable everytime a user clicks on a certain advert.

Currently Google advertisers are only able to make bids on website targeting using a cost-per-thousand impressions (CPM) model.

However, a Google spokesperson said that using CPC will give advertisers increased flexibility and control over advertising campaigns, as "you pay only when you get the result you want".

According to CNet News, many smaller companies prefer to only pay when consumers actually click on to their advertisements, as it is possible the user is looking for more information in order to make a potential purchase.

The scheme is set to be rolled out next month.

Using the AdWords website targeting service, companies can choose individual websites within the Google content network where they would like their advertisements to appear, allowing them to handpick their audience.