Google which has built a huge business out of small ads related to what people are searching for on the Internet, is now entering the larger and more competitive market of advertising for things people do not know yet that they want to buy. Starting today, Google will test changes to its advertising program that will give advertisers more control over where their ads are shown, how they pay for them and what they look like.

For Internet users, the most visible change will be an expanded use of ads with graphics and animation on many of the Web sites for which Google sells advertising, rather than the short text ads that have been Google’s hallmark.

For advertisers, the biggest shift will be the option to pay Google simply to show an ad on these sites to a certain number of people, rather than paying only when an Internet user clicks on the ad and is sent to the advertiser’s Web site.

Google will abandon rules that require advertisements to be directly relevant to the pages on which they appear; it will now place a motor oil ad on a wine site if the refiner outbids the cheesemonger.

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