• PPC Hero, Thursday, November 5, 2009 2:02 PM

Google began testing Comparison Ads in the mortgage industry, which enable searches to compare multiple offers on one search engine query page. It allows people to clarify exactly what they're looking for, Carrie explains, but she raises concerns for PPC advertisers.

While Comparison Ads should improve the shopping experience for consumers, Carrie also explains why Google needs to make the feature opt-in. She asks "How would this roll out for ecommerce sites where browsing is encouraged?" -- since the tool seems as if it only benefits advertisers who are lead-driven.

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