When you search for credit card or mortgages Google now takes the top ad called "Comparison Ads". It's been running for some time now but it was never there for most of the time. What is very interesting is that most of the top PPC ads dropped by one space and the organic results got pushed down (again).

My first impressions after clicking on the ads is that the results are very clear! Users now can filter the results quickly with out the need of filling a long form with 3 steps as they do in the other price comparison sites. The selection of providers is a lot more than it used to be when this was first introduced. I pressume this is because of the beatthatquote.com website a few months ago. Overall as a user I do preffer this price comparison site than any other out there. Another great thing is that there is no need to give them my contact details as they have all the phone number listed and I can apply online! This is definitely one of the greatest points as from my experience when ever I gave my phone number to a price comparison site I got bombarded by calls and text message for loans/insurance/accident claims and many more.My main concern with this though is that Google is getting greedy and was a piece of the pie. Keywords for the finance sector are very expensive and as a result a good lead could cost a lot to a company. What Google is testing/doing now is trying to be both things at the same time. A search engine and a price comparison site some people could argue (including my self) that Price comparison sites don't offer much to the user and Google could do the same thing but without the spamming. On the other group a lot of people will argue that Google has a great advantage over everyone else!