There is a great deal of hubbub brewing about Ask Jeeves possibly leaving Google and their AdWords program in order to develop and provide their own PPC advertising service, which is seen as a potentially risky move.

When you consider that Ask owes a great deal of its revenue to the successful integration of Google’s advertising program, the risk becomes a little more apparent: dropping a proven commodity for a new and yet-to-be proven model is a choice many would struggle with. Perhaps Ask doesn’t want to continue to pay Google between 10 and 20 percent of its advertising earnings anymore…

Before the speculation continues, an update on the state of the rumors surrounding this decision is in order. On SearchEngineRoundtable, Barry has a good synopsis of the details, including the necessary trail following involved to learn about the potential switch. Word about Ask dropping Google was first mentioned by Gary Price at the SEW blog. This post dealt with the possibility of Ask leaving AdWords following the expiration of the Google deal, which terminates in 2007.

However, the new information deals with Ask ending their agreement with Google in perhaps as little as two weeks time. Apparently, Ask’s new advertising service will be based on the AdWords model, focusing primarily on keyword bids. The rumor has opening bidding for keywords starting a nickel per click. There is also speculation about Ask ads appearing with Google ads, at least temporarily. Perhaps this is a stipulation of the existing deal between Google and Ask.

Unfortunately, all there is to go on right now is the speculation. But considering the sources (Barry, Danny Sullivan, Nick Wilson), this information is probably more accurate than not. There certainly hasn’t been any denial issued by Ask or Barry Diller, CEO of IAC/Interactive, Ask’s new parent company.

Chris Richardson is a search engine writer and editor for webproworld. Visit webproworld for the latest search news.