Like I have mentioned many times that Google is experimenting lots of different things in search results and implementing new things included layout, designs, products and other things. The recent news is about Google Ads, that Google is experiment new test in the search results page and expanded the character length of Headline and Description in the text Ads. See, here is a Screenshot:
I perform this search on my desktop, you can see different headlines character length and their descriptions. (Due to structured data implementation on the website, Google can show description what he wants to show or may be not). If you’re seeing these, start A/B tests in your Ads campaigns and give meaningful data to your clients without a ton of leg-work on your end.
The purpose of this New Google AdWords Test is to attract more advertisers which mean if you Buy Keywords, you will get more chance to increase your sales online. As you can see the “call to action buttons” in the screenshot, which means competition level will get high and pay more when bidding.
May be this new experiment will go live within next couple of weeks on both desktop and mobile devices but Google does not confirmed it till now. Google Ads is improving your Expanded Text Ads by creating them larger, so Expanded Text Ads will offer you some space to find opportunity and differentiate competitors Ads on the SERP.
In my personal opinion, organic results will die soon and more than 90% percent users will open the paid links of their regular searches on desktops or mobile devices. Because I think user should not have much time to dig down or scrolling down, so ultimately you will click one of those listed paid links.
At other-end this new Google AdWords Test, is the ideal deal for advertisers but keep mind small business owners will come in trouble, because when Google will completely show paid results in above the fold screen then how could organic will survive. May be your opinion is some different but I really like to hear and want you to share your thoughts with me.