AdWords Comparison Ads
As the name suggests, this new service will make it possible for users to compare offers provided by various advertisers.
Google Comparison Ad unit
The basic Comparison Ad allows users to specify what they are looking for, in a bit more detail than is normally possible on a regular search query, and then delivers a comparison of different offers side-by-side.
Users that engage with a comparison ad will now have to click on a promotion listed within the comparison table that they think is of interest to them. If they are not satisfied, they can provide some more details about what they want, to see better targeted ads.
When the user identifies a satisfactory offer, the advertiser can be contacted directly on the phone – making it a pay per call ad – or a quote can be requested.
Google will anonymise the user’s number with a unique code, through which the advertiser can then contact the user. Advertisers will not receive any user information unless the user wishes to release it. Advertisers will pay Google only if a user calls on the phone number allocated for that advertiser or if the user fills out a form requesting a quote.
The comparison ads feature is very speedy, as it provides relevant offers in less than one second, and the ads will only be for real products. There will be no teaser rates or bait and switch offers.
At present, the service is only available to a few users in some states in the U.S.A and it is only for advertisers in the mortgage and refinance field.
Just like certain organic results include sitelinks, certain ads can now also feature sitelinks via a new feature called Ad Sitelinks.
Advertisers with extremely high quality ads will be able to specify up to 10 links to deeper pages on their site. These can be links to special offers, featured products, support pages or other popular pages on the site.
Up to 4 Ad Sitelinks will show up below the regular ads for keywords that meet certain quality requirements:
- The ad should have the first position above the organic search results
- The ad should have a very high quality score, typically 10/10
- The Ad Sitelinks URLs must direct users to pages that are part of the main website, and allow users to navigate freely
The links can be updated without changing the ads, as frequently as desired. The option to add sitelinks shows up in the campaign settings tab, under the “Networks, devices and extensions” section, and is labeled with the text “Show additional links to my site within my ad”.