What is Google Comparison Ads Model?
By Google's own words with its service:
"Take, for example, users who search for "mortgage." Do they want a new home loan or a refinance? Do they want a fixed rate or an adjustable rate loan? Comparison Ads improves the ad experience on Google.com by letting users specify exactly what they are looking for and helping them quickly compare relevant offers side by side."
Old and New Google Comparison Ads Model...
Location will be still in some parts of U.S and mostly for finance sectors and travelling websites. In new appearance, Comparison Ads's background color will be white , so it will appear like organic search results.
Comparison Ads will be resulted as 'Sponsored' and by clicking it, Google will redirect you to Google Hotel Finder, Google Flight Search or Google Advisor's websites which means extra income for Google. Google is aiming to give most relevant search results to its users in short time with comparisons and keeping their personal information from advertisers that is really good in the light of the users. However, it is both good and bad news for advertisers. It will increase the conversion rates for sure, but they have to be more innovative and work more. Since its use for small area, there are still confusions and conflicts on this Comparison Ads Mode. When it launches globally, we will see how it will work exactly.