Google Testing Favicons in PPC Ads

It appears that Google is testing favicons in Pay Per Click (PPC) adverts. This is the latest in several changes to PPC adverts which Google has tested over the past few years but never implemented (including Google Checkout icons).

It is not clear whether or not this will be rolled out for every ad on Google or whether it will just be available to bigger brands. Either way the implementation of favicons in PPC adverts may cause a significant change to the way people view and use SERPs.