Google started testing a new ‘Ad’ label in January this year, and late last week it was confirmed that this will now be rolled out globally. This white label with green text and a green outline will replace the green label that was launched in June 2016. The instant reaction to this is that the new labels fit in quite seamlessly with the rest of the paid placement, perhaps creating less of a contrast between them and their organic counterparts. So why has Google made the change now, what impact will it have have, and will users even notice the change? The official line on this update is that Google wants to streamline the number of colors on its results pages, particularly on mobile devices. A Google spokesperson revealed: “After experimenting with a new search ad label with a green outline, we’ve decided to roll it out. The new ad label is more legible and continues to make our results page easier to read for our users with clear indication of our ad labeling.” Additionally, they claimed that “the color change had no bearing on consumers’ ability to distinguish ads from organic listings on the page.” So why make the change at all? First of all, these changes never occur in a vacuum. This is just an indication of a wider trend and should be viewed in the context of the removal of right-hand side ads, expanded text ads, and the consistent drive towards a ‘mobile-first’ approach. Add in the…
Article Source: How will Google’s new ‘Ad’ label impact marketers?