Above the organic search results for the vast majority of terms are (usually) three paid placement ads from Adwords accounts. However, in the last few days, Google has introduced an additional advert – a comparison ad. These were introduced in autumn last year, firstly in the US for mortgage comparisons, and then in spring in the UK for credit cards.

This ad, when clicked on, will take you to a screen offering different comparison options based on income, credit history, rewards, age and network e.g. Visa, Mastercard and American Express.

It is likely that the introduction of comparison ads as an additional ad above the organic listings indicates the imminent appearance of more types of comparison ads. For those who think that pay per click marketing has reached it’s zenith, think again!

Below is an example of a finance search with four ads above the organic results:

Google Search Results with 4 PPC Listings

And here is an example of a page of credit card comparison results:

Google Credit Card Comparison Page

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of Silicon.com's Outstanding Contribution to UK Technology