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Search provider GoTo has signed up a host of new advertisers,

including Virgin One and beeb.com.

Other well-known names to join the pay-for-performance search engine

include Hertz, budget airline Go, Norwich Union Direct, bookmaker

William Hill and Mothercare.

Online companies signing up include job site Monster.co.uk, aggregator

ShopSmart and electrical e-tailer buy.com.

GoTo, which has announced plans to rebrand next month as Overture

Services, says that it has around 2,600 active and paying advertisers on

its site, covering a range of areas such as entertainment, insurance and

shopping.

The company claims that it has received 65 million search enquiries each

month through its network of partners, which includes Freeserve, Ask

Jeeves and Excite.

"The trends now are about return on marketing money spent," commented

Nick Hynes, managing director of GoTo Europe.

"Our model is such that you only pay when people come through to the

site, and you can track who's buying what," he explained.

"We are always looking for new advertisers, but our financial services,

travel and computer areas are particularly strong. We're in a great

position because we know exactly what people want and what they are

searching for."