Impressions on Google’s Content Network have increased by more than 300% in the last year, according to the latest research.

The Google Content Network allows website owners to include ads on their site, using the advertising application AdSense. The ads generate revenue for the site owner on a PPC or CPM basis.

Content Network impressions surged by 308% year on year, accounting for 6.4% of UK search impressions, according to Efficient Frontier’s UK Search Performance Report Q4 2008.

Meanwhile, and in stark contrast to Google’s success with Content, Yahoo has recently closed its Content Match, its text-based version of Google Adsense.

These events provide yet more evidence of Google’s seemingly unstoppable rise against its main competitors, Yahoo and MSN.

In yet another revenue-boosting move, Google has altered its policy around alcohol-related advertising in the US.

‘This fall, we changed our policy around beer, for the first time allowing advertisements of its sale in the U.S. via AdWords. And starting today, in response to advertiser feedback we've received over the years, we'll permit the advertisement of hard alcohol and liqueurs that target the U.S’, Google explained last week.

Google plans to roll out these changes to other locations in the coming weeks. Cheers!