Google has rolled out a pilot program in which advertisers can display relevant search items before a consumer has finished typing a query.
Called "Search as You Type," the initiative is aimed at AdWords advertisers. Google has so far partnered with two brands -- Hasbro and Lowe's -- for the program. In the example below, someone starting to search "transformers" on Hasbro's site will see various Transformer products.
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Google is providing Search As You Type for free for the first 25 million searches annually. After that, licensing fees kick in.