by Search Copywriter
D. Warburton
D. Warburton
Google has launched its own price comparison service, providing users with relevant comparison options alongside standard search results.Google explains that its new service "lets users compare multiple, relevant offers more easily." When following a sponsored comparison link on the Google search results page, users will be able to specify exactly which aspect of a product or service they are looking for and receive a list of results to compare. For example, viewing the price comparison results for a broad term such as "mortgage" will then allow users to specify attributes such as their income and home value to receive more relevant results.
Martin McNulty of the Forward Internet Group views Google's Comparison Ads as a means to obtain price comparison hunters from dedicated websites, due to Google's dominance of online search. He explains: "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."
Brand Republic reports that AdWords Comparison Ads is currently restricted to the US mortgage market, but is expected to expand to cover other markets and territories as a direct competitor to price comparison websites. This follows the launch earlier this week of Google's online music service as the Mountain View giant spreads its reach to conquer all online markets.
