mortgages

Google launches new lead gen product as search bug quashes competitors

If questions lingered about Google’s commitment to lead gen, the world’s most popular search engine answered them this week with the launch of Google Compare for mortgages.

The service, which helps consumers shop for a mortgage from multiple lenders, was announced earlier this year and is now available in California. Google plans to launch in other states soon.

Mobile search and PPC: are finance brands missing an opportunity?

Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It’s also a trend that looks set to continue. 

Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.

One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score. 

With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.

Google pulls the trigger, gets into lead gen

In late August, we reported on a lawsuit filed against Google by LendingTree alleging that Google was planning to offer an online lead gen service related to mortgages using technology offered by a LendingTree vendor that was contractually forbidden from working with LendingTree’s competitors.

While the status of that lawsuit is unknown, it is now official: Google has entered the lead gen business.