Google becomes second most visible motor aggregator - study

Google’s new motor insurance price comparison service has become the second most visible aggregator in its second day of operation.  

According to digital marketing firm Greenlight, Google’s motor aggregator commanded a 75% share of the online advertising ‘voice’ on 11 September.

It was second only to Gocompare, which commanded an 88% share, and ahead of other big-name aggregators such as Comparethemarket (fourth place), Moneysupermarket (seventh place) and Confused (ninth place).  

Google’s new service provides motor quotes from about 120 insurers. The search company had been expected to launch into insurance price comparison after buying aggregator BeatThatQuote in 2011 for £37.7m.

Greenlight said Google’s launch would be seen by many as “Google’s most aggressive move to date as it continues its foray into the financial services arena”.

Greenlight chief operating officer Andreas Pouros said rivals would “no doubt be rattled, and with good reason” by Google’s motor comparison debut.

Google’s 75% visibility figure equates to the new car comparison service being visible for at least 500,000 relevant UK searches per month from this point, Greenlight said. As such, Greenlight forecasts that Google will “almost certainly” be the second most visible motor aggregator for the rest of September.

Pouros said: “Whilst Google has given itself immense visibility, that is not to say it is not providing a great service.  In particular, our sample noted how quick the quotation process was - nicely in keeping with Google’s traditional process of making speedy data delivery central to how it build products.”

However, he added: “Only time will tell if consumers see value in this service, and to what degree it changes their research and buying behaviours.”