Goodbye green? Google testing black “Ad” label in Search

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Google appears to be looking to switch up the way it labels text ads again.

It’s been a little over two years since Google last played with the “Ad” label it shows next to text ads on Google.com. Since February 2017, Google has used green text and a green border to delineate text ads from organic listings in the search results. Now, it looks to be testing a simpler, more subtle ad label treatment.

The latest label test. On Wednesday, UK-based marketing consultant Darren Taylor, who runs The Big Marketer, spotted “Ad” labels with bolded black text and no border. The label appears at the top of the ad with the display URL appears next to it.

Others in the EU region have also spotted it.

We reached out for comment. “We’re always testing new ways to improve our experience for our users and advertisers, but don’t have anything specific to announce right now,” a Google spokesperson said.

Why you should care. Presumably, greater differentiation between ads and organic will have a negative impact on click-through rates on ads. Google doesn’t share this data, of course, but it has a long history of modifying the way it signifies ads from organic content. – Read more

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