Google is testing a new format for the top three PPC ads by merging the ad headline with the first line of the description to make one long hyperlink. The new format — in which the headline is combined with the first description line, or the two description lines are combined — has been spotted as far afield as the United Kingdom.
The effect, some have suggested, makes the top content-column ads look more like the organic search results below, in that they stretch out further to the right. For meta titles of organic search results Google runs a c. 65 character limit. Merging the PPC ad headline (25 characters) and 1st line of the description (35 characters) totals 60. Changing the format of the PPC ads merges them neatly in with the organic results — look at a brand name search for Marks and Spencer:
Google are obviously testing the click-through-rates for the ads — even if the CTR were to increase by as little as 0.1% this would make Google an extra fortune!
Google spokesperson Jim Prosser said, “We’re always experimenting with the look and feel of our search result pages, including the delivery of relevant advertising.”