Google is no stranger to experimenting and this change comes less than 7 months after it introduced a pale purple colored background to the AdWords ads in its search engine results.

Why the change? Purely and simply aesthetics! Here is what a Google spokesperson had to say:

I can confirm the change, which should be fully rolled out globally by the end of this week on Google.com as well as our local domains. This is purely an aesthetic change and won't have any impact on the way we serve advertisements.

This isn't the only change Google has made to AdWords lately. Earlier this month, Google announced that the Adwords ads that are giving top spot in the SERPs will now get longer headlines. Google hopes this will result in an increased CTR for advertisers.

Here's what Google announced:

Google will change the placement of the first description line for certain ads that appear over Google's organic search results. For some ads where each line appears to be a distinct sentence and ends in the proper punctuation, description line 1 will be moved to the headline and separated by a hyphen. As a result, some top placement ads will have longer headlines.

Below is a before and after example of the headlines:

So while advertisers can be reassured that the color change will not be affecting the way their advertisements are being displayed, they might get a nice click increase if Google adjusts their headline content.

While change is always a good thing, lets hope Google sticks with these changes for longer than 7 months!