Oct 30, 2009 114 reads by Navneet Kaushal

Google has officially announced “Comparison Ads” that will enable the mortgage advertisers to get their products compared with competing products. Presently, the feature is restricted to mortgage products but it will soon the expanded to other products and services too.

The Comparison Ads make it easier for advertisers to target their offers at granular level, which means generation of more qualified and valuable leads. If you are looking for “mortgage”, “refinance” or similar terms, a special ad from Google will appear on screen that would invite you to have a look at the offers like:

If you will click on Promotion, you will be navigated to a page with more detailed sponsored results. You can either choose the offer listen on that page or do a more refined search by adding details like home value and income. Such a search criteria will help users in getting more targeted ads and will be beneficial for advertisers in terms of valuable lead generation.

You can go to the comparison area through this page also. You can filter offer prices on the basis of your credit rating, size of loan, annual income, state, county and many more options.

At present, only US residents can available this service and it is not meant for every state also. There are many reasons that are preventing global coverage for the feature like regulatory issues or the lack of number of advertisers on the board for a particular place.

The team has focused on different issues to give a better user experience:


The advertisers won't receive the information including anonymized phone numbers about the potential clients unless the user shows interest in knowing more about the offer.


These ads will show targeted offers in less than a second's time. Moreover, you don't have to fill out the users see specific offers at that time. You can fill in additional information if you want to get further refined results.


Unlike other mortgage ads, these ads show real products. Users will not be offered teaser rates, switch offers or brait. You will find it easier to sort out and compare the offers on side by side basis.

The ads are being sold on cost-per-lead basis, which means the moment a visitor clicks to receive the quote, the advertiser will get the information and will have to pay for it. The advertiser will not get any contact details or personal information of the ad. Google is providing a temporary bridging number via which advertiser can connect to the customer and it depends on the customer if he wants to exchange his contact information.

Nick Fox, Director of Business Product Management, AdWords added, “We don’t have anything to announce in terms of the future areas this will expand in. We’ll learn from the mortgages experiment, how well it is working, where it is working and based on that, we’ll have a better sense of other places to expand the product to”.

The Comparison Ads system uses IP detection that automatically detects the area from where you are searching.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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