Google Trialling Favicons

The social world of Twitter and the Search Marketing blogging community has been buzzing today with screenshots of Google trialling the use of favicons in Adwords creative, presumably to judge the impact on CPC.  So far I have seen examples in the bingo and car insurance markets with numerous PPC. Ads showing a favicon alongside the display URL.  Que hundreds of search marketers testing positioning of favicons to try and get theirs included. 

Its an interesting test from Google but surely if it was to be deployed across Google Adwords companies would become wise to it and all 10 would have the favicon in place?  How about, as an interested alternative, allowing only the ads which achieve a CTR. above a certain threshold to show the favicon?  A reward for writing well targeted creative and following Adwords best practice, surely that’s more beneficial than introducing something which will become nothing more than decoration for the SERP in a few months.

favicon in google ppc

favicon in google adwords