In an effort to clarify to users where their click-through will take them, Google says it will display the landing page domain as part of the headlines on some top placement ads. We reported on tests of this display earlier this month after they were spotted by Nilaye Thakrar of Workopolis.
The change should result in more qualified click-throughs, if not more click-throughs overall. Interestingly, Google will also continue bringing the first line of description into the headline (as described here), so long as the resulting headline is 68 characters or less.
The URLs displayed in the headline will only show the domain name of the landing page, without the www prefix or any subdomains. It will be separated from the rest of the headline by a vertical line.