Google says it has no plans to extend its recently launched Comparison Ads project to include products from the travel vertical.
The confirmation comes during a busy week for Google as it rolls out the real-time search, boosts it mobile play and launches the photo search Goggles application.
The Comp Ads scheme was unveiled in October 2009 and creates a list of mortgage products automatically taken from paid-for ads included in its AdWords system.
The launch signalled what could be a fascinating expansion of the AdWords programme, allowing companies bidding on certain keywords to find their product included in a basic yet reasonably intuitive metasearch proforma.
Extending Comparison Ads into travel might have been an interesting experiment, not least to see how its relationship with intermediaries may have been affected, as some argued here.
Google however appears content to keep the service within the financial services sector for the time being.
An official at Google UK says:
"We don't have any plans to extend comparison ads beyond the current format, or extend it to any other verticals."
And that's the end of that. Maybe.