Last week, Google launched Google Merchant Search. This week, Edward Cowell, Director of digital marketing agency Guava; says, ““Google Merchant Search will truly put the cat amongst pigeons for some of Google's biggest search advertisers, the financial services comparison websites.”
Price comparison websites are big business in the UK and all the major industry players
advertise heavily on Google. Research by Resolution Foundation shows that 45% of UK adults used a comparison site to help them make a financial decision in the last year and that the price-comparison market is estimated to be growing at 30% a year.
That's why the launch of the new service comes at a critical time for Google and its financial services advertisers. Says Cowell, “Most big financial services websites are just coming to terms with a marked increase in their paid search advertising budgets due to the recent changes in Google's trademark bidding policies, so Merchant Search could be rubbing salt into the wound.”
Sites such as Ebay have boycotted Google Adwords by withdrawing its adverting when Google attempted to encroach on PayPal's territory. So, uprisings are not unheard of in the search arena.
That's why Cowell and the rest of the industry is waiting to see how the price comparisons companies react to the launch of Merchant Search.