Today Google announced the introduction of AdWords Comparison Ads. In brief, these are a new format based around a price comparison engine. Google offer an example of a search for ‘mortgages’, resulting in an ad showing a comparison of rates from different advertisers plus an option to view different rates depending on whether the mortage is for a new purchase or refinancing.
The introduction of innovative new formats is always welcome, and Google is right to respond to the huge growth in price comparison services over the last couple of years. However the new format does raise an interesting issue.
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