Google has added a feature that lets users compare multiple relevant offers served by its AdWords advertisement engine.
"Comparison Ads is part of our continuing effort to make ads more relevant and useful to our users and to help our advertisers reach the people who are most interested in their products and services," said Dan Friedman, one of Google's Inside AdWords crew in a blog posting introducing adwords comparison ads.
"AdWords uses a host of targeting and relevancy signals to determine the best ads for each query. However, sometimes a user's query doesn't provide enough information for us to confidently predict what they want," he said.
At present, the service covers mortgage and refinance products and services.
Comparison Ads lets users specify more exactly what they are looking for by prompting them to select the type of loan from the served ads, with extra information such as income and home value. Google then displays relevant ads side by side for comparison.
Once users find an offer that matches their specific needs, they can call the advertiser direct or ask for a quotation. If a user asks for a quote, Google automatically anonymises the user's phone number and sends the advertiser a unique code they can use to contact the user.
The advertiser pays only if a user calls the phone number on the offer or asks for a quote.
Dan Friedman said Google had aimed to make the operations fast, transparent and private.
Comparison Ads is available only in some US states at present.