I was absolutely shocked to see Google advertise on the last Superbowl. Recently, I saw something that shocked me even more. I really can’t believe it! Google is advertising on Yahoo Search Marketing. I’ve got the screen shots below to prove it, just read on!
Google Shows Up On "Mortgage Rates" On Yahoo!
The other day, I noticed that the word "mortgage rates" was trending on Yahoo’s homepage. As someone who used to manage multimillion dollar campaigns in the mortgage vertical, I couldn’t help but click through to the search results to see what was happening in the category. Mortgage sure has changed since I was in that category: Google showed up in the first position on Yahoo Search (see screen shot below).
Google’s Mortgage Tool
I wouldn’t want to be in the mortgage lead generation business right now. Why? Google now offers their own mortgage rate comparison tool. Whenever you search for a major mortgage keyword on Google, you’ll see Google advertising their tool at the top of the page. Honestly, it’s a really cool tool and provides some serious competition for mortgage lead generators.
Google Is Tracking Their Yahoo Search Marketing Campaign
My last screen shot for today is really neat! After I clicked Google’s ad on Yahoo Search, I took a close look at their tracking URL. You can see in the URL bar screen shot below that Google is definitely tracking their campaign. The two parameters that stand out to me are s=3 and kw=mortgage+rates+today.
I believe the first parameter indicates that Yahoo is identified by "s=3" (perhaps "s" stands for source?). In terms of the keyword parameter, it seems like Google is advertising via advanced match since they showed up for the keyword "mortgage rates". Moreover, "mortgage rates today" is a bit longer tail so it shows that Google is not just going after the top, obvious keywords.
It’s funny: I’m really glad I took these screenshots when I did! Today, Google is no longer showing up on Yahoo for popular mortgage queries. One thing is for sure: I’m going to keep a very close eye. What’s even stranger about all of this: Yahoo Search Marketing is going away very soon. Shortly, Yahoo! search results will be powered by Microsoft adCenter via the Yahoo Microsoft Search Alliance. Perhaps Google will be advertising on adCenter next?
Images In This Post © Yahoo! and Google
Nice catch Ian. I just did a query search for “mortgage rates” on Yahoo and the Google Comparison Ads appeared. It seems as though a mortgage company would be able to undercut their competitors (and subsequently appear at the top of the listing) by having the lowest APR %… I wonder if Google monitors this at all to ensure that these mortgage companies are partaking in honest business practices.
Jeff,
Thanks so much for the comment! That’s great to hear the ads are showing up on Yahoo again! Perhaps when I checked last night Google had hit their daily budget. Or, maybe they are just day parting the night hours away. You bring up a great point about policing the mortgage industry. I think Google relies on their own quality controls but also their users to report bad stuff that may happen.
All the best,
Ian
Hey Ian,
I wrote a similar blog post back in April when I first saw Google doing actual drop down menu ads when people search mortgage terms:
http://www.makemoneyontheinternet.com/google-enters-mortgage-business-whats-next/
I worry about the day that Google shifts more away from being an intermediary and more towards being a one stop shop for people…
Chris
Hey Chris,
Thanks so much for the comment and link! It’s truly interesting that Google got into the mortgage rate comparison business. It’s even more interesting that they’re now advertising it on Yahoo! I have two viewpoints on the matter. First, I don’t think it’s a great time to be in the mortgage lead gen business. The more technology you can build and value you can add, the more sustainable your business in my opinion. If you are in mortgage lead gen, it’s time to evolve and build something truly unique.
Second, I think there is room for all players even if Google does enter more markets. Right now, it seems like the comparison ads have been toned down a bit. When I look up "mortgage" on Google, the comparison ads are now in their own section below the paid ads. Still prime real estate, but it seems like Google has backed off a bit and is giving the most premium traffic to their valued advertisers. One thing is for sure: It’s very interesting stuff to keep an eye on.
All the best,
Ian
Nice catch Ian. It really is interesting to see things like this, glad you caught it and brought it to our attention!
Now lets see if Yahoo will advertise on Google! haha, maybe they should just let each other have free ad space as a free trade off….
Thanks for the comment, Dino! That certainly would be great to see Yahoo advertising on Google. If I were at Yahoo, I’d honestly want to advertise on Google just to understand how the AdWords system works and how conversion rates compare to Yahoo. I’d want to do the same thing if I were at Google. I’m wondering if that’s part of Google’s motivation behind this test?
All the best,
Ian
You are always on the alert Ian
Great post. May be you can consider doing some guest posts in my blog. I think Google, being the biggest search engine, just don’t want to let go any opportunity to grow bigger. They have proven to everyone again that they even get noticed when people are searching on Yahoo 
Sorry guys, it is not as new as you might seem, Yahoo and Google made an agreement a few years back that they would allow Google to display their ads. This has been going on for a while.
Addy,
Thanks so much for the comment, I very much appreciate it! I would be delighted to explore guest posting opportunities with you. I checked out your blog and really like the design. Keep up the great work.
All the best,
Ian
Dan,
Thanks for the comment. Do you happen to have info on when the agreement was reached? Is this something that was publicly announced via press release? I would love to link to it if you can locate it. I was last in the mortgage vertical in December, 2008 so it must have been after that. During 2004-2008, I was one of the biggest mortgage lead gen advertisers on the Internet. I have been continuing to watch mortgage, however, over the last two years. This is the first time I have noticed the Google ad on Yahoo so I believe if they did reach agreement a while back, the execution of the campaign on Yahoo has been very spotty. Thanks again!
All the best,
Ian
This is news to me! I did not know that Google and Yahoo had an agreement to allow Google to advertise on Yahoo.
Thanks for sharing this Ian!
Jason,
Thanks so much for the comment! Very much appreciate it!
All the best,
Ian
Hi Ian, actually it was a little over 2 years, I had to dig out the post from my archive
Here it is:
http://www.danlew.com/microsoft-yahoo-google-negotiations/
Dan,
Thanks so much for the link! That is awesome. After I read your post and the articles you link to, my memory is starting to kick in. It’s truly amazing how long talks of the Yahoo-Microsoft Search Alliance have been going on. I’m a big fan and glad that it’s now upon us. It’s also amazing how close Google and Yahoo have been at times. Thanks again!
All the best,
Ian
Thanks Ian, I would also like to commend you on your blog, PPC is a big industry, just as big as SEO and think we can share good point of views between both our sites. Best of luck!
Daniel
Thanks Dan, I appreciate it! I couldn’t agree more. Looking forward to sharing our points of view for sure.
All the best,
Ian
Google is “dominating” every aspect of the business world. Google on Yahoo~ ” smart marketing plan~
Developerholic,
Thanks so much for the comment and for visiting my blog, I very much appreciate it. I like your site!
All the best,
Ian