Google To Shut Down All Compare Products By March 23

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Google To Shut Down All Compare Products By March 23

Google has announced that it will phase out all of its compare products and tools. The entire compare program will be terminated by the end of March, 2016.

Google’s compare tool is a lead generation platform that Google has used to connect its users with companies in the travel, financial, insurance and mortgage industries. You may recognize its eye-catching photos mixed in with the traditional text ads it shows above the organic listings:
compare tool google

Google has sent emails to companies participating in its compare programs to break the news. CEO Andrew Rose claims that the compare tool will be shut down globally. Despite months of experimentation in the SERPs, the tool has not reached the goals that the company had hoped to reach. Google’s foray into comparison shopping reached its peak in late 2015, when the company began showing its compare tool above nearly all of the AdWords ads in relevant queries.

compare auto

Those close to the company believe that the compare tool failed to generate enough revenue to justify its position in the ad space. AdWords drives a tremendous amount of CPC revenue for Google while comparison shopping can involve long lead times and wasted dollars. Google may have decided to stick with what works reliably. AdWords drives nearly 66% of Google’s total revenue, making the compare tool a costly project to pursue.


Both screenshots taken by Author in February 2016. Featured image via Shutterstock.

Dusty Vegas

Dusty Vegas

Digital Marketing Manager
Dusty is a digital marketing manager for, where he grows and maintains paid search marketing accounts in highly competitive niches. He also owns and... Read Full Bio
Dusty Vegas
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  • Kj Wojciechowski

    Since I sell auto insurance, this makes me happy. But what about Google Flights? Will that be gone as well? I find this backdoor to ITA rather useful…

    • Kelsey Jones

      I believe the travel compare tools are gone too.

    • Dusty Vegas

      Good question, Kj. I haven’t heard about the flights tool. Will report back, though.

  • Taylor Hughes

    is it true..???is google really shutting down all other comapring products!!!

    • Dusty Vegas

      Yep! They are gone. Will it affect your business, Taylor?

      • Taylor Hughes

        thnx for the suggestion..@@dustin_vegas:disqus .

  • businessa2z

    The compare tool was always a show of might rather than a tool to generate revenue, if for one reason. Biting the hand that feeds you has never in our history proven to show positive results. Put simply, you can claim ownership over what is known about everything but displaying what you know isn’t always going to create a direct ‘instant’ revenue stream. In this case, within a reasonably time period! Why do big businesses screw over their suppliers with 90 day payment contract terms! They get the goods made and shipped and sell the products before they pay for them! It’s no different in this relationship. Try leaving a restaurant saying you’ll be back in 6 weeks to pay or would you prefer 90 days to settle?

    • Dusty Vegas

      Good points. I do think that the compare tools took a lot of the instant AdWords revenue away for an experiment that didn’t pan out. A show of might is definitely a part of it.

  • Dusty Vegas

    Hopefully you’re right!

  • sattamatkapress

    your post is very informatic, it is very useful for me thanking you..

  • Sheena Bajaj

    i likewise caught wind of this new update…hope it won’t influence my business…

  • Princy Saxena

    is it true..???is google truly closing down all other comapring items!