Google Compare
The Wall Street Journal reported that Google is shuttering Google Compare, its U.S. comparison-shopping site for auto insurance, credit cards and mortgages after one year.

The quick reversal is a setback to the Alphabet unit's efforts to use its enormous reach to provide consumers with niche shopping services and financial-services tools, the Journal added.

The company said in an email to its partners last 22 February that Google Compare's U.S. and U.K. services would start winding down this month and terminate on 23 March, according to the Journal.

Google said the service didn't meet its expectations and that the company will now focus on AdWords and future innovations, the paper reported citing the email.

Here's the full email to partners posted by Search Engine Land:

"Dear Partner,

Beginning on February 23, 2016, we will start ramping down the Google Compare product, which is currently live in both the US and UK. We plan to terminate the service as of March 23, 2016. As you know, Google Compare (formerly Google Advisor in the U.S.) has been a specialized, standalone service that enables consumers to get quotes from a number of providers for financial products such as car and travel insurance, credit cards and mortgages.

Despite people turning to Google for financial services information, the Google Compare service itself hasn't driven the success we hoped for. We greatly appreciate your partnership and understand that this decision will be disappointing to some. But after a lot of careful consideration, we've decided that focusing more intently on AdWords and future innovations will enable us to provide fresh, comprehensive answers to Google users, and to provide our financial services partners with the best return on investment.

We're grateful for all the feedback that you have provided over the course of this product's development, and we are looking forward to partnering with you to achieve greater success in the future.

We will work with you during this transition and beyond. Please reach out to your Google representative if you have any questions and to discuss the next steps.

The Google Compare Team"