Google Comparison Ads
At the back end of October last year Google announced the launch of AdWords Comparison Ads. This comparison tool was originally limited to the US mortgage and refinancing sectors but just recently I’ve been shopping around for a new credit card. Imagine my surprise, then, when I searched Google for “Credit Card Deals” and found the following ads presented to me:
Now we’re all familiar with how comparison sites work, you enter your personal information, get a comparison across a range of providers and the host gets paid if you end up buying a product. But Google are taking this concept one step farther and providing the same service without giving away any user information unless that user explicitly requests more information about a product.
Now Google have taken quite a beating in the press recently over the issue of net neutrality, and people are beginning to question that big "don’t be evil" motto that the company holds so dearly. But here we have Google yet again showing a commitment to user experience over the bottom line. Not only are they more protective of privacy, but they insist on advertiser transparency; putting an end to all those teaser ads suggesting I can get 0% on balance transfers and 0% on purchases by simply filling in my contact details.
Fantastic though all this is, you have to wonder how the big comparison sites feel about Google leveraging their position to top the SERPS. Especially so given that they are likely to lose revenue whilst continuing to pay Google for their own positions in the Sponsored Links. And if Google have already moved on from mortgages to credit cards, how soon before I can get my car insurance through Google?
They might not be listing it just yet, but my policy is up for renewal in a few months. It will be interesting to see how it all works out.
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