New Google Comparison Ads Feature Launched

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December 23rd, 2009 by Alan

In November Google started testing another feature in addition to their ever increasing arsenal of tools. Google’s Comparison Ads feature helps searchers to compare many similar offers within the results of one page. Although Google are still testing this tool it could very well be strong competition for shopping comparison search engines such as BizRate and Shopzilla and will be a welcome addition to the PPC campaigner’s toolbox.

Google has developed good metrics to assess user intent but it cannot be relied upon consistently. However with the new Comparison Ads tool users can specify exactly what they are searching for and then compare the offers results side by side. If a searcher spots your product or service and is interested in buying it they are given contact details or can alternatively ‘Request a Quote’ via a link. Google are paid with every lead generated so as an advertiser you’ll only be billed if you receive a call or if the quote form is fully completed and submitted.

Google have used the example of searching for a mortgage. If mortgage is typed in, Google will prompt the searcher to specify whether they are searching to ‘refinance’ or ‘buy a home’. Once the search has been defined the searcher will be directed to a page of offers which relate to the search query. If an offer appeals they can request a quote or call the number.

The main benefits are cited as transparency, privacy and speed.

For more information on how you can use Google tools to enhance your pay per click campaigning contact us at Click Consult.

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