Is Google getting into lead generation?
A recent article in Search Engine Land spoke about a new program Google has in “test” mode. The new program is called Google Merchant Search. This is a service provided by Google that allows financial companies to have their name listed in a “provider” list for consumers looking for various financial services. For instance, a consumer goes on this Google Merchant Search and they have the ability to do a search for mortgage lenders in their area. If you are participating provider then your information (contact information, rates, fees, APR etc)will be provided to the consumer as a possible match for what they are looking for.
My question is how is this going to be affecting those publishers that are doing PPC to drive traffic to a lead generation site? Is this going to mean that Google is going to be now competing with companies paying for keywords? Will it cost more to be a part of the Google “group” of providers and will they be listed first? This is kinda like the Lending Trees of the world that provide multiple options for a consumer when getting a loan.
This could change the lead generation space and how publishers and advertisers work with Google to get the targeted traffic. This could possibly mean that there will be less success with PPC campaigns or does it maybe mean that Google will want people to work with them and their network of providers? The question is… how exactly will this affect the lead gen space? Is this the beginning of Google changing and maybe opening some doors for other search engines to stick to the basics and be successful? Who knows.
Currently, this program is not being done in the US, just the UK for now.
This is an interesting initiative from Google, and I think it will be very useful to the consumers. It offers transparency and a good way for both advertisers and consumers to get what they want.
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