Today, when searching Google for "credit cards," a small Comparison ad appeared on the top of the results page, above the individual paid spots (see first screenshot below; note 1). The title was "Credit Card Offers" and clicking on it delivered me to the following URL: google.com/comparisonads/uscredit (see second screenshot).

Google had previously disclosed United Kingdom tests for credit card and mortgage comparison ads, but this is the first I'd heard of them in the United States (note 2). The comparison page had 101 credit card offers that could be searched based on certain card attributes such as "no annual fee" and/or by the user's self-evaluation of their credit quality.

Clicking on one of the offers delivered a page that summarized the salient points, but according to the fine print at the bottom of the page, Google isn't currently being paid for these credit card ads. However, there was a source code in the URL that delivered me to the U.S. Bank application, so Google may be banking referral fees for completed applications.

If this practice becomes widespread, card issuers will need to adjust their Google search buy and figure out how to gain better exposure on the comparison-results page. Right now, APR (interest rate) is the default sort mechanism.

1. Google search for "credit cards" brings up comparison ad (10 Nov. 10)

2. Credit card comparison page includes sort and search options

3. The offer page provides detailed price info
Note: Clicking on the "application form" button takes users to the issuer's site to complete the application

3a. Fine print at bottom of the page

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Notes:
1. Searching from a Seattle IP address on 10 Nov. 2010 at about 5:00 PM Pacific Time via Firefox 3.6 on WinXP.
2. Apparently a few others have seen them; for example, Search Engine Journal reported on the practice in an October post (here).