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Mortgage Comparison from Google

Tanya Goodin
Tanya Goodin
30 October 2009

Compare Mortgages direct with Google

After a trial last year in the UK with Google Merchant Search where users were able to compare and be contacted by providers of secured loans late yesterday Google Adwords launched Comparison Ads.

What this does is let users compare multiple, relevant offers more easily by taking information direct from Google Ad providers and comparing, say for Mortgages, rates, loan types or refinance options.

Google says ‘By giving users the ability to refine their search on a number of relevant attributes, we are able to show more targeted ads and provide you with more valuable leads’.

Google Mortgage Comparison

Google Mortgage Comparison

Google  highlighted three ways they aim to improve the user expereince:

  • Speed — Comparison Ads shows targeted offers in less than a second.
  • Transparency — Comparison Ads only shows real products.
  • Privacy — Comparison Ads won’t send advertisers any user information.

This is only available in limited form in the US just now but what does this mean for the comparison engines in the UK?

Given the amount of trust and how highly people value Google’s independence is this going to eat into their market share?

We will let you know when this is in the UK but for me this marks a really interesting move by Google.



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