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Aaron Wall noticed that Google is testing a new AdWords background color that is ever so slightly different from the current one. The current color is #FFF8E7 and the test color is #FAFAE9.
The test color seems a bit darker or muddier to me but I am not sure if that is enough to increase clicks on the ads. Do you think one color is more blended into the organic results than the other? I guess Google is trying to test it.
Here is an animated GIF between the two:
We do not believe it is a colorblind thing because Aaron Wall and I put the two colors through 
July 2010 - Pale Purple:
April 2007 - Yellow:
Prior - Blue :
Test of Green May 2008:
They even tested muticolored backgrounds.
Forum discussion at Google+.
Comments:
Jörg Wukonig
10/12/2012 02:19 pm
I've seen a study from google, where they have tested about 50 variants of "blue" for the perfect link color in the SERPS. After all google was invented by engineers.. So they like to test stuff because you get all kinds of data out of it. Only god knows if this makes any sense, esp variants of yellow background colors... ;-)
RyanMJones
10/12/2012 02:28 pm
I'm not sure, but on my external monitor - both of those colors show as white.
Richard Missey
10/12/2012 03:17 pm
Doesn't Google regularly catch flak because the background color behind the ads is virtually indistinguishable from white on some monitors/browsers? Maybe they're playing with colors to find the one that's JUST enough over the line to get around it.
Scam artists
10/12/2012 03:22 pm
Google trying to scam people into clicking on ads (even more). They have zero integrity.
SLight
10/12/2012 04:14 pm
On my screen it looks like the new colour is less distinguishable from the background than the old one. I would say they are walking so close to the line with this they may as well sod it and lose the background colour all together. I mean it looks so much like white it may as well be. Thinking about this it does seem to be edging towards bad practice as you are showing two distinct sets of information but making them impossible for the user to visually distinguish between. On the other hand the average user may not care about the source of the data only the result they see as most relevant to them. Then again PPC adds have several tricks such as dynamic insertion to make it look as though the content is more relevant, and it has won it's place through payment not the integrity of the content (supposedly) so maybe it is to the detriment of the average user after all.
James Bavington
10/12/2012 05:36 pm
Funnily enough the moment I looked at the embedded OLD/TEST graphic - my eyes were drawn to the new colour first. Maybe they've teamed up with Derren Brown!?
Alan
10/13/2012 02:02 am
The evolution to white background, which is the final color they will settle on.
Robin
10/13/2012 05:31 pm
i wish peoples stop click on adwords ads completely.
Ann
10/14/2012 11:11 am
google looking for new ways to cheat peoples
Rekha Bisht
10/15/2012 05:41 am
I think Google wants people to click on ads so that Google can get money, this color is not so visible. so please may click on these ads.
Ashish Pratap Singh
10/16/2012 06:14 am
hope it will not be white some day to mix up with organic listings. So many updates and diluting ad background color leads them to maxxxxxxximizing the revenue.