As reported by the Google Inside AdWords Blog, from the 17th of May on Google has been showing parts of the ad’s Display-URL as a part of the title of some of their Top-Ads. The URL is being displayed without the http://www.-prefix or subdirectories and separated from the rest of the title by a vertical line. (To see the old layout, please click here)
Lisa Shieh explains the move as follows:
[...] In fact, the display URL can be an important deciding factor in whether a user clicks on your ad. That’s why, starting [on the 17th of May], we’ll automatically show your display URL domain in the headline for select top placement ads on Google. As a result, your brand will be featured more prominently in your ad, and you can use the text in the headline to highlight other information. Potential customers, on the other hand, will be able to more easily identify the site to which they’ll be taken after they click on your ad.
When shown in the headline, the display URL will be separated from the rest of the text by a vertical bar and will include only the domain, not the “www.” prefix or any subdirectories. Your display URL will also continue to appear as normal below the description line. Of course, if the headline already contains your domain, we won’t display it again. Finally, it’s possible for the display URL domain to appear in addition to a description line that is promoted to the headline, as long as the resulting headline is sixty-eight characters or less.