Google Testing Comparison Ads In UK

When Google launched AdWords Comparison Ads last fall, the company promised it would continue to expand its testing and use of this new ad format. Today, Google says it’s begun testing comparison ads in the UK for credit card-related searches.

In writing about the launch in late October, Danny Sullivan explained how the ad formats works:

Ads are sold on a cost-per-lead basis. When someone clicks to receive a quote, the advertiser is forwarded the information and billed. The advertiser also receives no personal information about the person. In fact, they don’t even get the person’s real phone number. Google provides a temporary bridging number that connects the advertiser to the customer. After that, it’s up to the customer to provide their own “real” number if they want follow-up, Fox said.

Comparison ads is limited in the sense that advertisers have to signup to be part of the testing. Google says “some” major credit card companies have agreed to be part of this new test in the UK.