Loren Baker covered a small update to Google’s Merchant Search, which we outed back in May. Currently, Google Merchant Search is available in the UK and allows you to compare loan providers.

When I covered it originally, it wasn’t available to everyone, but now it appears to be live. Conduct a search for secured loans and you will see an enhanced AdWords ad for www.google.co.uk/MerchantSearchBeta. Here is a screen capture:

As you can see, you can select the loan amount directly in the Google AdWords ad:

After selecting the amount and clicking “compare lenders,” you will be taken to the Google Merchant Search page. I do wonder if Google pays themselves a CPC for each click. :)

Here is a screen capture of my results:

You can further filter the results on the left hand side. Clicking on “Get Quote” returns a dynamic form that looks like this:

Loren asks, does this mean the end to UK comparison sites?

Related Topics: Google: AdWords | Google: Web Search

About The Author: Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here. See more articles by Barry Schwartz