This week Google began testing a new feature, Comparison Ads. The Google Comparison Ads tool enables searchers to compare multiple, relevant offers together on one search engine results page. While this new feature is still in the testing phase, that could give shopping search engines like Shopzilla and BizRate a run for their money.
While Google has strong metrics for assessing user intent, it is not always spot-on. The new Comparison Ads tool allows users to clarify exactly what they are looking for, and then view the relevant offers side-by-side. If a searcher is interested in your product or service, they are provided with a phone number (generated by Google) or can provide their contact information through a “Request Quote” link. It is a pay-per-lead model, so the advertiser is only charged if the number is called or if the quote request is completed.
In the example provided by Google, if a user searches for “mortgage”, Google will prompt the searcher to clarify if they are looking to “buy a home” or “refinance”. Once selected, the searcher is directed to a one-page view off all offers relevant to their search query If a search query interests them, then they can call a number provided or request a quote.
The Comparison Ads tool claims to boost the user experience in three ways: speed, transparency and privacy. First, the new tool will decrease user-time spent finding a relevant offer. The tool can serve relevant, specific offers in less than a second. Plus, all ads will be very specific offers, so there cannot be deception in the ad text, including gimmicky rates and savings. Finally, Google will keep the searchers personal information private from the advertiser, unless explicitly provided by the searcher.
If you ask me, this tool can be both good and bad for advertisers. I agree that it will enhance the searcher experience by providing relevant, transparent ads in a side-by-side view. Plus, many competitive industries would greatly benefit from a pay-per-lead system, as it will surely increase conversion rates and improve an advertisers return on investment.
However, there needs to be an opt-in feature for this tool if it were rolled out globally. What happens to pay-per-click advertisers that are purely volume driven? How would this roll out for ecommerce sites where browsing is encouraged? This tool can only benefit advertisers who are lead driven, as click volume will significantly decrease under this pay-per-lead model.
Right now Google has only made the Comparison Ads tool available to limited advertisers in the mortgage and refinance sectors. It will be interesting to see how this tool shifts the current pay-per-click model.
Do you think this new tool will help or harm you current pay-per-click campaign?
     | do some of that social network stuff. |
I’m really interested to see how these Comparison Ads play out, myself. It seems like a creative way to solve the user intent problem that all of us PPC marketers deal with on a daily basis. There’s a more detailed analysis on my blog: http://ppcwithoutpity.com/can-google-fix-the-user-intent-issue/.
In some ways its a bad thing, but more likely because its a potential game changer for all those lead generation companies that popped up because the larger players were too slow to move online…
It has the potential to be expanded across other industries but i’m not sure how well it will work in other industries, i can see this being tied into Google Map Real Estate product and being successful.
Since this is only in one sector with a limited number of advertisers it is likely that this will not have any effect yet. But it may make some larger advertisers think more if they want to build an online model that will have to directly compete with Google or continue to use their existing affiliate/lead generation company and just wait…
I think this is going to be revolutionary:
Google is going down the decision tree from search to ultimate decision. And with it it will be greatly impacting the monetary value of its search and adwords … So Google is pushing the “seamless experience” the CEO was talking about in the recent Forrester interview. The further they go down this road, the more Google becomes your indispensable aid in finding and getting things (done). No wonder they are also pushing their Google maps (finding things in space).
They will probably add more and more services to help people on the search, find and decide quest. Enrich the experience, add value and make more money while doing so.
What do you think?
Vincent
I admit that with launch of comparison Ads by Google, other shopping search engines will have huge setback. Everybody is looking for the tool like this so that, we can compare the deals and grab the one which is the best. It is also going to help vendors and business owners to reduce their advertising cost since, it has got the feature pay-per-lead model. Thanks for keeping me informed Carie.