• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEM

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

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

Ginny Marvin on March 13, 2019 at 1:48 pm
  • More

Google found testing a black “Ad” label. Screen shot: @TheBigMarketer

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.

Spotted on Google (Chrome on mobile) yesterday. They seem to be testing a new way of showing ads (a sneaky way) I couldn't get them to trigger again.#PPC #ppcchat @sengineland @sejournal pic.twitter.com/ercxNMZIcS

— Darren Taylor (@thebigmarketer) March 13, 2019

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.

In 2013, the Federal Trade Commission (FTC) called on search engines to more clearly label ads. It suggested prominent shading, a prominent border or both. It was that year that Google moved away from background shading and introduced an “Ad” label with a yellow background.

This latest test does away with the green, and, perhaps more significantly, moves the label up above the body of the ad. Google has placed the label below the ad headline since 2013. We aren’t ready to update our visual history of Google’s ad labeling just yet, but will be keeping an eye on this.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: SEMGoogleGoogle Ads

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.
See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily search news and analysis.
Search Engine Land
Download the Search Engine Land App on iTunes Download the Search Engine Land App on Google Play

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars
  • Search Marketing Expo
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok