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Google brings in black Ad labels for mobile search

Written by Beth Cunniffe: Content manager.
· 4 minute read

Search results on mobile are about to get a makeover, with paid ads switching from green labels to black. The result is a simpler, more subtle ad label that softens the distinction between organic search results and paid results.

Google has been testing the change for a while but only announced the official rollout on Wednesday.

But that’s not all. Organic listings are also getting a facelift. Google are introducing favicons to organic search results which means it’s now more important than ever to ensure your site has one.

Google has also removed the grey line below the organic titles and ad headlines so each card looks more like a single unit.

You can see how the changes will look on mobile in the example Google provided:

example of new black ad text

For the paid results, you can see that the URL now appears in black above the ad headline. And for the organic results, the site name and bread crumbs appear in black text next to the favicon.

Champions of user experience, Google explained that the makeover was intended “to better guide you through the information available on the web” allowing users to more easily scan the page of results and decide what to explore next.

On the redesign, Google said: “As we continue to make new content formats and useful actions available—from buying movie tickets to playing podcasts—this new design allows us to add more action buttons and helpful previews to search results cards, all while giving you a better sense of the web page’s content with clear attribution back to the source. This redesign is coming first to mobile and will be rolling out over the next few days.”

There’s been no concrete confirmation about when or if the redesign will be rolled out on desktop. But it sounds from Google’s statement that it’s going to be tested on mobile first before eventually being applied to all types of devices. And Search Engine Land has warned ppc managers, site owners and SEO execs to watch for any potential impact on traffic from Google mobile search as this rolls out.