A Sphinn thread has discussion about a new AdWords experiment where Google flipped the URL location in the ad from the bottom of the ad to above the description line of the ad. The Get Elastic Blog has a screen shot, which I used here to show you the difference, side by side:
The ads on the left are typical AdWords ads, that I see now, and have the URL at the bottom of the ad, under the ad description. The ads on the right are the new format, which seems be being tested in some parts of the UK. These ads move the display URL from the bottom, up above the ad description.
Very interesting test, which seems way off to me, since I am used to seeing the URL under the ad description for years now. So I am too accustomed to seeing it the other way, which makes this new test seem wrong. But it can be right, it depends on how this impacts CTR and ROI for advertisers.
Forum discussion at Sphinn.