The latest Adwords ad change continues to blur the line between PPC and organic results by imitating a popular search engine optimization strategy. Many sites use separator bars to distinguish between sets of keywords in their title tags, like the example below featuring the title of our home page:
This form of visual separation has become a universal standard within SEO, and Adwords is now copying this format by implementing the display URL next to the ad title as seen below:
It seems this change is further aimed at improving the CTR of PPC ads to generate additional revenue at the expense of sites that have worked hard for their rankings. Recently the company has tested new search layouts that essentially push out organic results completely. Maybe SEO really is dead.