Seeing some strange Adwords tests this morning, with spaces between words in Adwords display urls when they contain a keyword in (or matched) to the query. Screenshot below for ‘theatre breaks’ as an example –

Spaces in Adwords Ads

Notice the spaces in the display urls where the keyphrases within the search query are matched against the keywords within the domain in the display url.

So ‘’ becomes ‘super’ with a space.

In my opinion this looks odd and is more confusing at a glance. This is obviously something Google are testing and alongside their recent background colour change to yellow, we have no doubt it’s with a view to increasing CTR.