Google has expanded its search features to include crypto wallet balances across various blockchains, such as Bitcoin, Ethereum, Avalanche, Optimism, Polygon, and Fantom. Users can now enter a wallet address to view the token balance categorized by network and the timestamp of the last update. This expansion follows Google’s earlier introduction of Ethereum Name Service (ENS) domain search results, allowing users to check wallet balances using readable domain names. The information displayed is sourced from platforms like Etherscan and reflects the latest state as of the last external transaction.
Google has been steadily enhancing its crypto-related features since introducing Ethereum wallet balance searches last year. In May 2023, Google integrated a feature that enables specific Ethereum wallet addresses to have their Ether (ETH) balances tracked directly within the search engine. This feature eliminates the need to visit external platforms like Etherscan and has been facilitated by the Ethereum Name Service (ENS), which offers human-readable domains linked to Ethereum wallets. Google’s search results now display the wallet balance associated with the blockchain address linked to an ENS domain, along with the address itself and the last updated time.
In addition to Ethereum, Google now allows users to search wallet balances across multiple blockchains, including Bitcoin, Arbitrum, Avalanche, Optimism, Polygon, and Fantom. Users can view the token balance by network and the last updated time, making it easier to track their crypto holdings. This expansion represents a shift in Google’s stance towards cryptocurrencies, as the tech giant previously prohibited Bitcoin-related advertisements in 2018 but has now reversed this policy. Google now allows Bitcoin exchange-traded fund (ETF) advertisements following their approval in January, with notable ETF products from asset managers appearing in search results.
Users can search for three Bitcoin address formats—P2PKH, P2SH, and Bech32—on Google to view current balances and recent transaction updates. Integrating Bitcoin data into search results enhances accessibility to on-chain activity, leveraging Google’s extensive daily search volume. However, some users have reported that the feature may not consistently appear in search results, and privacy-centric Bitcoin supporters have raised concerns about centralized data aggregation and its potential impact on user privacy. This highlights a broader discussion around balancing convenience and privacy in the crypto space.
Google has updated its crypto ad policy to include promotions for approved Bitcoin ETFs and Cryptocurrency Coin Trust products. US marketers can now advertise products that allow investors to trade shares in trusts holding large pools of digital currency. This update aligns with the US Securities and Exchange Commission’s approval of spot Bitcoin ETFs, which enable investors to trade shares in a fund holding Bitcoin as the underlying asset. Google’s advertising network, with a turnover of over $224 billion, is the largest in the world, and this policy change is expected to attract more investors and provide accessible investment options for the general public.
This policy change marks a significant shift in Google’s previous stance on crypto-related ads. In March 2018, Google implemented a complete ban on such ads, including those for crypto exchanges, ICO promotions, and crypto trading advice. This ban applied globally to all accounts advertising these financial products, following a similar ad ban by social media giant Facebook. Google’s decision to reverse this ban and allow promotions for approved Bitcoin ETFs demonstrates the company’s evolving stance on cryptocurrencies and its recognition of the growing interest in digital assets among investors and the general public.
