Google has launched a new type of AdWords ad which allows users to compare offers from multiple advertisers at the same time. Called ‘Comparison Ads’, users are invited to provide additional details, before being taken to a page showing all available offers.

The process works by inviting users to further refine their search requirements and then select from the best suited offer. For example, if a user searches for “mortgage” they may see the following ad:

By clicking on this promotion, they’re taken to a more detailed page with a list of sponsored results and their contact details. Users can further refine their search requirements and request a quote from the advertisers:

Advertisers only pay if the user calls the phone number on your offer or fills out the form for a quote. At this early stage, only a small number of US users will see the ads in the mortgage/refinance categories.

Looking to the future, there is only a limited number of different industries this style of advertising could work with. Other banking services like savings accounts, term deposits etc are an obvious choice, but it certainly wouldn’t work with something like SEO or web design.

For more details, head over to the Inside AdWords blog.

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