Google Brings In New Comparison Ads
Google are constantly bringing in new innovations, whether it’s their related to mail, social media, games, phones or search, and they’re always eager to move into new areas of business. Recently, Google launched their comparison service, which currently compares different credit cards available to consumers.
The service is being pushed via Google’s comparison ads, which site in an extra coloured box beneath the three normal sponsored results. This acts to not only put Google above competitors, but pushes organic results further down the results page.
These other sites, such as Money Expert, will be especially worried by Google’s most recent addition, as it pushes them one position further down for a very competitive term. Although these sites specialise in numerous different types of comparison services, from house insurance to temporary car insurance, credit card comparisons will be one of their biggest earners.
These other companies will also be particularly worried about Google deciding to make a move into other areas, using their search dominance to move ahead of the rest. How long before we see Google offering an instant car insurance quote for day car insurance or a comparison service on home insurance?
Perhaps a more pertinent question, is should Google be allowed to utilise their search dominance so heavily, to instantly appear above other comparison sites for hugely competetive terms without putting in the work? A lot of people will think that this is corporate behaviour at its’ worst; often comparing it to when chain supermarkets crowd out smaller, independent shops.
However, you could argue that it’s sensible business on Google’s behalf, and why shouldn’t they use their dominant search position? Lots of other big, successful and financially strong companies would do exactly the same thing in a similar position.
Either way, it will be an interesting few months watching what Google get up to, particularly with rumours that their own social media offering is imminent!