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Google has entered the busy world of price comparison services: comparing everything from current accounts to credit cards and savings accounts.

This has been long-awaited, ever since Google bought comparison site BeatThatQuote last year. So is it going to dramatically change the world of shopping around?

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Need to know: Savings


The site

The comparison site is part of the main search facility, so the first thing most people will notice is if they type 'compare' and then the name of one of these products, the first result they will get (after the adverts) is a price comparison.

Your guide to banking

Need to know: Savings



It will show a handful of best-buys: one from each category. So if you type in a search for a credit card you will get best balance transfers or interest-free period. If you click through, then Google will take you to a page of offers, starting with the kind of product that best matches your search criteria.

It works with partners in the industry, who pay it to appear on the site as sponsored products. However, it also shows companies that do not pay for the service, so there is a broad search on offer. It is also transparent about the fact it is funded from commissions. It is a perfectly serviceable site, with the nice touch of showing you a representative example.

The background

This isn't the first time Google has tried entering the comparisons market. In July 2011 it piloted a mortgage comparison site. However, in September 2011 it suspended it, leaving a message that it was being revamped. Then in February this year it withdrew from the market completely. Interestingly the complex and advice-driven world of mortgages is not part of the new search.

So will it shake up the world of comparisons? The jury is out. If you enter the search term 'compare credit cards' you will still see an advert for another competitor first in the list, and then the first link is another competitor, so clearly there is some stiff competition. The question is whether faith in the Google brand can overcome the growing brand awareness of the existing comparison sites.

But what do you think? Let us know in the comments.

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