Recently, several users in UK seen green “Ad” labels.
Google appears to be testing a new color for the “Ad” label on text ads in the SERP.
Normally, in UX testing, different colors will be tried out to determine which are most effective as calls to action.
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In this case though, the motives are likely to be different. Google’s aim is to deliver clicks for its advertisers and thus more revenue for itself.
This test is pretty ubiquitous — though I have yet to get to see it live.