Yesterday we posted about Google testing the breadcrumb version of the URL above the title tag in the mobile search results. It appears that this same test is also implemented for AdWords ads too, which could significantly affect the CTR of these ads, especially those whose landing page URL might not seemingly match the query, or whose URL might encourage searchers to click… or not.
Here is what it looks like:
The URL is above the title. But it also does make “ad” tag a bit separated for those who look straight to the title, since they have added significant whitespace to the ad.
For an advertiser like Apple, it likely wouldn’t have as much impact as a lesser known brand or for more competitive search results with a full complement of advertisers.
Here is how it normally looks:
This does appear to be a limited test, so advertisers may not see an impact with this depending on how many searchers see this test. But if the change becomes permanent, it means advertisers may need to consider the URL they are using a bit more than they otherwise might.
Source: Paul Shapiro