Google began testing a mortgage comparison tool in 2009, and gradually added other financial products (credit cards, CDs, checking and savings accounts). On May 19, 2011, these experiments were consolidated in one location: Google Advisor, [google.com ] a financial comparison tool for these various financial products. Here's the official Google release: [googleblog.blogspot.com ]
This is also reported to be related to Google's purchase of Beat That Quote, a UK price comparison site for various financial products, and a key player in personal financial verticals. [webmasterworld.com ]
Google Advisor has an Adwords campaign running now (probably not older that May19th?), and the Adwords ad for each vertical is in the top position of the above the results ad block. The ads are currently appearing for all Advisor financial verticals: Mortgages, credit cards, CDs, checking accounts, savings accounts.
Here's a screenshots of the SERP for a search for MASTERCARD: [imgur.com ]
Similar results occur with all major credit card brands, and also with simple generic keywords for the other Advisor verticals. These have seemed to appear and disappear during the last 4 days that I have observed, and may not be present in non-US markets).
Any guesses here about the direction Google is going with this? Or the impact on webmaster of personal financial, or other, verticals?