The End of Lead Gen Sites? Comparison Shopping Engines End Near?

4 Nov

Google announced the formation of AdWords Comparison Ads. An extension of AdWords, Comparison Ads lets users compare multiple, relevant offers at a glance. Currently only being offered for mortgage rates, Google plans on expanding this search result in the near future.

Ad unit

From Google: “If they click the promotion, users are taken to a page with more detailed sponsored results. They can choose directly from the offers listed on that page, or they can further refine their search by providing additional information like income and home value. By giving users the ability to refine their search on a number of relevant attributes, we are able to show more targeted ads and provide you with more valuable leads.

Once users find an offer that matches their specific needs, they can either call you directly or request a quote. If a user requests a quote, Google automatically anonymizes the user’s phone number and sends you a unique code that you can use to contact the user. You only pay if a user calls the phone number on your offer or fills out a form to request a quote.”


I have always said that it was just a matter of time before Google rolled this service out. A logical step would be offer this on individual items, effectively ending comparison shopping engines. When the revenue that would be derived from that presentation is greater than the obscene ad spend the comparison shopping use (according to one comparison shopping engine VP I spoke with, as much as 80% of their traffic orginates from their AdWord spend) and the time is available for the technology side….I can see Google having it ready for q4 of 2010.

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