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This thing was constructed on January 2, 2014, and it was categorized as Adwords.
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Quick Case Study: Google's Mobile Ad Update Effect on AdWords
Search Engine Journal
On their 15th birthday, Google made an announcement which affects the appearance of mobile and tablet search ads which launched on September 26th, 2013. The most noticeable change is the use of 'results cards' on the results page making it much more 

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