Google has up till now presented free (organic) search results accompanied by sponsored results.  The credit card comparison it now offers in the UK represents a significant departure.  As is noted in the footer:

Actual rates and other information may vary. Sponsored results shown only include participating credit card issuers. When you click on a card’s “Apply Now” link, the information you entered on this page will be shared with the issuer.

This new Google initiative is drawing the inevitable adverse criticism from the competition.  Here is how Moneysupermarket.com describes the additional values it brings to such credit card comparisons:

moneysupermarket.com’s successful formula comes from helping customers find the right card for them, with the option to search the whole credit card market, whilst providing help and support, such as independent reviews, to guide the customer’s decision making process.

In this latest move Google has abandoned its successful search model which comes from showing customers a combination of whole of market results, ordered by what is most relevant, plus sponsored results based on how much the advertiser pays. In this test they are simply listing cards that are prepared to pay to advertise, regardless of whether they are a great deal for customers. We are disappointed that Google has chosen to only feature sponsored products in this solution with nothing to support customers.

As well as seeing just a fraction of the credit card market customers who use this Google tool whilst it is in trial will miss out on at least one fantastic exclusive card coming soon only to moneysupermarket.com.

Paul Carpenter has a different concern about the Google credit card comparison website:

Verticals and niches are, to me at least, all about domain expertise and experience and I rely on brand perception to tell me where to find that.  As Google races against Bing to operate in verticals like this, it will be interesting to see whether its brand will resonate outside its core function. I suspect not, and I really don’t know why the tech market is so fetishistic about this stuff. Would you buy Coke jeans, or Marlboro branded microwave meals? Brands that are malleable enough to cross boundaries are vanishingly rare – an honourable exception being Virgin, who work in everything from cruises to space travel.

Clearly this test is very different from search activities that Google has worked on in the past.  Whatever the result of this test, it has big implications for where Google will be putting its efforts.

Technorati Tags: Bing, Financial services, moneysupermarket.com