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Google Gets Rid of its Aggregator Service

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Noticed any changes in your search engine recently?

Google has been making some massive changes to the way we view our results and it’s making an impact on UK businesses.

In 2012 Google introduced a new service which would push some of their advertisers down in search results by partnering up with their own companies- boycotting the broker.

Google began to display their own comparison service for car insurance, mortgage rates, credit cards and travel insurance which began to reduce the traffic to other advertising brokers.

They have now announced to their partners that this service will no longer exist from 23 March 2016 after claiming that limited availability in the US and UK resulted in minimal revenue even though their queries remained high.

Google said in the email to their compare partners "Despite people turning to Google for financial services information, the Google Compare service itself hasn't driven the success we hoped for."

While some brokers turned away from Google Ads due to this service, they can now be assured that they will only have to compete with other brokers for the top spot.

Not only that, but Google has removed its ads on the right rail of the search results on desktop. It will now look very similar to your mobile device which displays these ads at the bottom of the search results.

What does this mean for your ads?

If you’re a broker, you won’t be competing with Google to give comparison quotes, however, if your ad ranks below 4th position- it’s now going to pushed below the fold.

While Google sees the change as an improvement for the searcher- it could mean less sales for the advertiser.

On the other hand- it could be great for your organic search results with less Ads above the fold.

What do you think about the changes? Let UKinsuranceNET know by following us on Facebook and Twitter.