Google announced some new enhancements for text ads on the Google Display Network today.

“Text ads have proven to be a great way to help advertisers extend their Google search campaigns to sites in the Google Display Network, enabling publishers like you to earn revenue from your content,” say Johan Land and Stephen Yuan on Google’s Inside AdSense blog. “This is why we’re continuing to work on improving text ads, even as we introduce new ad formats.”

Google is rolling out a change that it says will make the look and feel of text ads more consistent across different screens, while making the distinctions fade. There is also a new clickable arrow icon and “slight optimizations” to font size, spacing and text layout.

“These enhancements are among the largest that we have made to text ads, and our experiments indicate an uplift in clicks across publishers on the Google Display Network,” the pair says.

The changes will happen automatically for most text ads. Arrow color will be based on the color palette publishers are using for their ad units.