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After further review, Google decided to split Performics into two businesses, with the search marketing side tagged with a "For Sale" sign.

The presence of Performics as a post-DoubleClick acquisition Google asset raised concerns in the search marketing industry. Right or wrong, some believed Performics would be able to use an incredible inside edge with Google to win clients.

Google decided the perception of issues required a fix. They announced on the official Google blog the decision to split up Performics and send off the SEM side:

It’s clear to us that we do not want to be in the search engine marketing business. Maintaining objectivity in both search and advertising is paramount to Google’s mission and core to the trust we ask from our users. For this reason, we plan to sell the Performics search marketing business to a third party.

Google plans to hang on to the other side of Performics, its affiliate marketing business. "We plan to integrate the affiliate marketing business into existing Google operations, providing enhanced value and reach for our affiliate advertisers," they said.

Search maven Danny Sullivan suggested Google sell off Performics to avoid any appearance of a conflict of interest, and cheered the decision. He also called for Microsoft to drop the search marketing business it picked up with the AvenueA/Razorfish acquisition in May 2007.

"Leave that to the third parties, avoid the conflict-of-interest perception and get out of the search-marketing business. It's no place for an actual search engine to be," Sullivan said.