Google told SearchEngineWatch that an analysis of its performance with Atlas data showed that its contextual network pricing reforms have increased advertiser ROI by about 50 percent. The "Smart Pricing" was introduced to widespread complaints that the contextual portion of Google's inventory tended to throw lots of clicks that were unqualified relative to those from Google's search term inventory. Improvements in targeting seem to have weighed in as well, causing the average clicker to spend an average of 70 percent more than they did previously.