Google is testing a new barcode technology for its Google Print Ads, aiming to better track results of newspaper ads placed with the programme, ClickZ reported Thursday.

Newspapers are likely making less on ads sold through Google Print Ads than if they had sold those placements directly, but Google wants to show them the volume of advertisers who wouldn't be buying newspaper ads without the service.

Advertisers are using the barcodes to test effectiveness.

Google's QR (meaning Quick Response) barcode technology connects a newspaper's print ads to mobile Web sites. Mobiles with appropriate software can scan the codes, which then link to mobile Web sites, ClickZ reported.

Spencer Spinnell, head of sales strategy for Google Print Ads, said the QR codes are still about a year to 18 months from being launched.

An example of who is looking into QR barcode use is eHealth, which is participating in Google Print Ads. The insurance company quit buying newspaper print ads in 2003, because prints ads weren't “effective and efficient” enough, Bruce Telkamp, eHealth's EVP of business operations, told ClickZ.

eHealth put those dollars into paid search, online display advertising and affiliate marketing, hoping to drive traffic to its Web site. eHealth tested Google's print system in 2007, and found it resulted in prices that were much lower than what the insurance company had paid for similar newspaper advertisements several years prior. This led eHealth to further experiment with new response methods Google has introduced, such as a 2D barcode technology, according to ClickZ.

“My expectations (to QR) are very tempered,” Telkamp told ClickZ. eHealth will try the barcode technology, looking to better measure traffic to their sites from specific geographic areas.