AdWords opens up mortgages to comparison
ADOTAS – The term “mortgage” is still sending shivers down most Americans spines as the foreclosure fallout from the subprime crisis continues to spread across the nation. However, Google has introduced a new ad product promoting transparency in the blemished sector.
AdWords Comparison Ads, which will enable users to specify their desires and offer side-by-side comparisons of relevant offers, is being tested on a modest group of users in select states in the mortgage and refinance arena. The product will only show real products, weeding out false teasers and bait and switch promotions.
The AdWords blog demonstrates if a user searches for the term “mortgage,” he or she will receive a prompt to select a certain type of loan and then compare rates. If clicked, the link will instantly take the user to a page with a detailed list of options.
Once the user finds a match, he or she may call the company or request a quote — the user’s information is then sent securely to the advertising company, which only is charged if the user calls or fills out a request form.
Comparison ads should help Google display better-targeted ads while allowing advertisers to finely detail their offers — both of which should result in more valuable leads.
The AdWords blog mentions that Comparison Ads are still in the early stages, but eventually the feature will be offered to more users and advertisers.
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