In its continued effort to develop better advertising products and help serve the most relevant ads, Google has begun testing new "Comparison Ads" as part of its AdWords program.
The goal of the comparison ads tool is to let users specify what they are looking for, while also letting advertisers target on a broader level, according to Google. If a user searches for a generic term, such as "mortgage," the consumer will see an ad that shows different rates, as well as a request to specify what type of mortgage they are looking for (click here for an example). Clicking on the ad takes the consumer to another page listing sponsored results, letting the use compare rates.
The ads are currently only available to advertisers in the mortgage/financial services sector.
