When it comes to expanded text ads, you probably think that 80 characters gives you plenty of room to play with.  But you could be seeing double that character count soon.

Valerio Celletti noticed that there was an option that allowed him to add a second description line to expanded text ads in the AdWords web interface earlier this week in a US account. The additional optional line also has an 80 character limit.

As of right now, there isn’t any information that was provided in the information popup next to the additional description (optional) line in the UI.

According to Celletti, he began testing the second description line i ads three days ago.  So far, CTR on the extra long ads are just a tiny bit lower than the average expanded text ad,  but Celletti is continuing to test.

When asked about the test, a Google spokesperson told Search Engine Land only that, “Google is constantly testing out new products and features to improve user and advertiser experience.”

Expanded ads were introduced last year, and the promise of ETAs have had higher click-through rates. Some reports have shown mixed results on that end.

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