Google Launches Comparison Ads
Google has announced the launch of Adwords Comparison Ads, which will enable visitors to compare specific offers side-by-side on the Search Engine Results Pages (SERPs).
A Google visitor will be able to see offers from a list of advertisers in one ad. If they click the ad, they will be taken to a Google branded comparison page. Here, the visitor can refine their search on a number of relevant attributes, as well as sort the results by specific criteria. Like this:
If the visitor wants to go ahead, they can either:
- Call - using a number provided by Google.
- Complete an enquiry - Google will automatically anonymise the enquirers phone number, and send the advertiser a unique code which allows the enquirer to be contacted.
... allowing Google to charge by the lead!
Essentially, a visitor will be able to better compare and filter advertisers from generic searches, and advertisers will only pay by the lead. Surely a win-win situation you would think?
However, some advertisers have initially shown scepticism. Basically, Google will now be directly competing on the SERPs with the advertisers it is actually offering this service to. If Google wants to generate more leads, so it earns more money from advertisers... then would it not want to be in top position????
Google's movement towards a pay-per-lead model would certainly be welcomed by advertisers... but not at the sacrifice of their own lead volumes. Maybe a separate comparison search channel (like images / videos / maps) maybe a more accepted offering by advertisers, but would it generate enough volumes?
The Adwords Comparison Ads have initially been launched in the US to a select bunch of users and advertisers. We'll be monitoring Google's feedback.
Click here to see what the Adwords Comparison Ads will look like. You can also click here to see what the comparison page looks like too.
