How does it work?
Adwords uses a host of targeting and relevancy signals in order to determine the best ads for each query. If a particular query inserted by the user is inadequate then the system intelligently predicts the remaining part of the query and delivers the results. Comparison Ads improves the ad experience on the Google website through allowing the users to specify exactly what they are looking for and helping them to quickly and easily compare relevant offers side by side. Google Adwords Comparison Ads also helps in targeting the offers at the granular level, which results in more valuable and qualified leads for the advertisers.
Features of the Google Adwords Comparison Ads
Speed- Comparison Ads are designed to show required targeted offers in less than second. It does not work on the process of filling up along form indicating the various parameters. A user generally sees the required offers quickly and only during the refining of results certain additional information is required.
Transparency- Comparison Ads are devoid of any dubious offers, switch or bait offers and does not have any teaser rates. Comparison Ads are shown in a standardized format, which makes it easier to sort and compare the offer on a side by side basis.
Privacy- One of most important feature of the Comparison Ads is the safety of privacy. In other words, it does not send advertisers any user information such as phone numbers, until and unless the user deliberately request for more information regarding the advertiser’s offer.
Recent News regarding Improper use of Google Adwords Comparison Ads
Google had been accused of unfair practice in advertising by placing its ‘own’ products at the top of the results. This issue has been raised by the UK price comparison websites and the UK financial services regulator known as ‘Financial Conduct Authority’ is looking into the matter. Comparison Ads are seen to malfunctioning by favouring a certain advertiser in few categories of search results such as “best credit card offers”.
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