Google launches price-comparison search results

LONDON - Aleksandr the meerkat could be looking nervously over his shoulder after Google launched its first price-comparison service.

Google...price-comparison move
Google...price-comparison move

The internet giant has unveiled a new form of advertising called AdWords Comparison Ads, which prompts users to view a list of sponsored products.

Google is starting with the mortgage market in the US, but has plans to roll the service out to other sectors and territories.

Martin McNulty of the Forward Internet Group said: "This is all about taking control of web users by keeping them on Google results pages, which is bad news for the likes of Gocompare and Comparethemarket, which are spending serious money on TV campaigns to maintain market share.

"Google is effectively cutting these sites out of the equation by doing their job for them, and all this without a furry animal or moustached baritone in sight."

Users searching for mortgages on Google may see a promotion from Comparison Ads prompting them to select the type of loan they are looking for and to compare various rates.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).