Google continues to test new ad formats to enhance the performance of AdWords ads. Their motivation is obvious. Google seeks to steal a larger share of the clicks away from the natural ads. More clicks on the paid ads means more money in the bank for Google. I don’t take issue with that. It’s their prerogative. It’s to be expected. However, I do think that a clear distinction should be maintained between the paid results and the natural results, even if the natural results are becoming increasingly paid-for anyway through SEO.
One of the paths Google has taken to achieve this assimilation is to slowly but surely alter the look and feel of the paid ads so that they become indistinguishable from the natural results in all but positioning on the page. And I wonder how long that last bastion of differentiation will survive. Surely not, Google. Surely not.
We have been monitoring this evolution. I have spoken about it before: URLS Appended To Ad Titles. And before that, in February, Google allowed Line 1 of a text ad appearing in the top 3 spots to float up beside the Title, so that it had the extended look of the Title Tags in the natural search results.
This latest change is very interesting. One of the key differences between the paid advertisements on the right hand side and the natural results was the position of the URL in the ad text. Google has now altered the position of the URL so that it matches the naturals. That is to say, the naturals place the URL directly underneath the Title tag component of the listing. Previously, the Adwords ads, on the right hand side of the results, displayed the URL beneath Line 2. Now, Google has set the URL in AdWords ads to display directly underneath their Title as well.
Let’s have a look at some examples.
The Old AdWords Ad Format
The format as of 14th September, 2011 in Australia.
Vs.
The natural results format.
The New AdWords Ad Format
The format as of 15th September, 2011 in Australia.
Vs.
The natural results format.
Conclusion
Not anything mind-blowing! Just another step towards Google potentially integrating paid ads and natural results to the point where they are truly indistinguishable. I don’t think I like that idea.