New ad labels again? Google is testing sponsored marking to link ads to brands in search results. But that may provide less clarity.
Google is once again testing variations of the ads labels in the search results. This time it’s about subtle but potentially impactful changes to sponsored markings. These tests follow Google’s previous changes, which replaced the “Ad” label with “Sponsored.” Back in 2022, Google introduced this change in the mobile SERPs and placed the Sponsored label above the URL. This adjustment was intended to ensure that the advertising marking is perceived more clearly.
That’s behind the new tests
The innovations primarily affect the display in mobile search results, but desktop users could soon also be confronted with these variations. To the tested variants among other things:
- Sponsored by (Domainname)
- Sponsored | (Domainname)
- Sponsored • (Domainname)
The goal of these subtle adjustments is to integrate advertising into search results even more natively without affecting visibility for users. SERP Alerts shows on X how the label variants are displayed in practice.
Google is now doing various bits of testing on mobile for the sponsored ads label for individual text-based ads. There are several variations of this test. This test is being run in conjunction with the featured results test from last month. More examples: pic.twitter.com/ky1LNCVLBC
— SERP Alert (@SERPalerts) October 6, 2024
Why are ad labels so important?
Google Ad Labels identify paid ads in search results and are a crucial factor in ensuring transparency for users. Google has been experimenting with different forms of these markings for years. Initially the green “Ad” label was used, later followed by the black sponsored label.
These changes from green to black ad labels were widely criticized because they made it harder for users to distinguish between organic and paid content. With the current tests, Google could try to make the ads stand out better to make it easier to distinguish between paid and organic content and thus increase transparency. The aim is to improve the user experience without paying too much attention to paid content.
What do the new tests mean for advertisers?
The subtle change in ads labels could offer an opportunity for advertisers. The ads may appear less intrusive, but will still be clearly identifiable as sponsored content. This can lead to an improvement in click-through rate (CTR) as users may find the ads more relevant. However, the current test versions could be criticized for separating ads from organic results less clearly than before.
Google stellt Ads in AI Overviews live
Source: onlinemarketing.de
