Google Launched Comparison Ads
November 4, 2009
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?
Browse By Category
A Buyer Persona Based Approach to Mapping Your Customer Journey
Explore how a persona-based approach is used to enhance customer experience, improve targeting accuracy, and harness behavioral analytics to their business objectives.
The Rise of The No-Click Search Results
Searching for answers and data has never been easier thanks to the help of search engines. Here we’ll discuss the effect that no-click cost is having on ppc, including the growing popularity of voice search.
Becoming Allies With The Sales Team: A Lead Gen Solution
Collaborating with your client’s sales team can provide a treasure trove of insights. Explore how PPC tactics are utilized to help shorten the sales cycle and improve close rates!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Dive into AdWords and Bing opportunities tabs and see how they compare. This includes accessibility, features, and performance insights.
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.