globalnichemarketing.com

Google has just begun testing a new feature of AdWords which provides comparisons of relevant offers, called Comparison Ads. At the moment it is only available to a limited amount of mortgage/refinance companies in the U.S. presumably because it translates very easily into these particular industries.

On the AdWords blog the example they provide is the comparison of mortgage rates. If a user is searching for mortgages then the results will initially show 3 comparable rates and then if the user clicks through they are shown a much more detailed list of rates and providers. At this point if a favourable rate is found then the user can call the company directly or request a quote. If they do request a quote then Google ensures anonymity by providing the broker with a unique code enabling them to contact the customer. The advertiser only pays if the user calls or fills out their details for a quote.

Obviously Google are still adapting it’s application to other industries but this is bound to be a very successful niche marketing tool if it’s creators have got anything to do with it.