Google Top- and Bottom ads now contain a small text field “Ads related to” followed by the search term entered in bold letters.
As Search Engine Land reports, the intent, says a Google spokesperson, is to give users more information: “As part of our ongoing efforts to show ads that are relevant and informative, we are including more information about why users are seeing certain search ads.” Pamela Parker however assumes that the driving force behind this effort at transparency is also meant to spur click-through rates — and has likely done so in extensive testing. Perhaps users are more likely to click when they understand better why they’re getting the ads they’re getting.”
This change obviously took place at some point during May 2012, so it will not affect ongoing litigation before European courts (UK: Interflora, GER: Most Pralinen) , but it will make it for sure harder for plaintiffs to claim consumer confusion.
What is interesting to note is that Bing.com has not yet added such a text field.