Google Goes Green, Changes Color of Ad Tags

Tests Found Users and Advertisers Liked New Look Better, Search Giant Says

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Google has changed the color of its ad tag icon from yellow to green.

Perhaps that might seem like a minor change until you factor in that marketers spent $20.5 billion in search advertising in 2015, an 8% increase from the previous year, according to the IAB. Even a small increase in clickthrough rates would translate into millions for Google.

Still, a spokesman told Ad Age the color change showed "absolutely no difference" in clickthrough rates after testing it on 5% of its user base back in April. Though that could change for better or worse as the color swap is launched worldwide.

"We regularly test ways to improve the look and feel of our search results page," Google said in a statement. "We've been experimenting with a green search ad label and have decided to roll it out based on positive feedback from users and advertisers."

In January, Microsoft Bing changed the color of its logo from yellow to green because it was easier to see on smaller devices like mobile.

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