Google Launches AdWords Comparison Ads
By Anna Johnson on November 2nd, 2009Google has begun testing a new Adwords feature called AdWords Comparison Ads, which aims to let users more easily compare multiple, relevant offers.
Comparison Ads lets users specify what they’re looking for, then helps them compare relevant offers side by side. Correspondingly, Comparison Ads enables Internet marketers to target offers at a more granular level, leading to more valuable, qualified leads.
To see an example of Comparison Ads in action, check out the example Google gives here.
Essentially, when a Google search engine user types in a certain keyword (such as ‘mortgage’) Google displays an ad that lets the user select certain variables to enable them to get more refined sponsored results. When the user clicks on one of these variables they are taken to a page with more detailed sponsored results. They can then either choose directly from the offers listed on that page, or further refine their search by providing additional information.
Right now, Adwords Comparison Ads are only being displayed to certain users in select U.S. states and are being tested by a limited number of advertisers in the mortgage/refinance area. Google plans to expand the offering to more users and advertisers over time.
Source: Dan Friedman, “Introducing Adwords Comparison Ads,” Inside AdWords Blog, October 29, 2009
