Google searches for the Money Advice Service have fallen significantly since the launch of its advertising campaign and online healthcheck service, data from Google reveals.
The Google Trends tool analyses the volume of specific search terms over time. For the search term “money advice service”, a graph shows a peak in volumes around June and July, followed by a sharp decline.
When Money Marketing requested the number of searches for the term over the last 30 days, Google Trends said: “Your terms ’money advice service’ do not have enough search volume to show graphs”.
The MAS says it has had 2.3 million visits to its website since its launch in April but refuses to provide a breakdown of the number of monthly visits to the site.
The service is funded by a statutory industry levy and has a budget of £43.7m for 2011/12.
Over £2m has been spent on the delivery of the online healthcheck and a further £4m was spent on an advertising campaign which claimed the MAS offers free, independent advice.
An MAS spokeswoman says: “We have experienced a strong and maintained base level of traffic which has increased significantly in line with our marketing campaigns in April and throughout June and July.”
Yellowtail Financial Planning managing director Dennis Hall says: “The Government needs to develop a more proactive proposition that encourages people to take action on their finances, rather than spending our money on this passive service.”