Firms displaying paid search adverts using Google Checkout could be set to witness higher click-through rates, it has been suggested.

Chief executive of E-consultancy Ashley Friedlein said that so far those adverts displaying a Checkout icon are receiving more clicks than those which are not.

He said: "The people we've talked to about click-through rates for paid search ads with the Google Checkout icon versus those without all agree that the icon leads to higher click-through rates."

Mr Friedlein added that if this trend continues then Google Checkout could well be "a reasonable paid search optimisation tactic".

However, he suggested the search engine firm may decide to discount those who use Checkout when judging search rankings.

Earlier this month, online marketer Darjan Panic wrote on his blog that using paid search is one of the most effective methods in which firms can improve upon their search rankings.