A little over half a year ago, a small test was started by Google, which allowed advertisers to add a second description line to expanded text ads in AdWords.  With this extra line of copy, advertisers could could include 80 more characters to ads.

Now, the test is winding down, and will not be rolled out.  Those who took part in the test have started seeing a notification in AdWords alerting them. “Starting this September, text ads will no longer include the optional Additional description field. Your existing ads will continue to show without it. To continue using the content you’ve added in this field, create a new ad. You can also bulk download your existing ad text.”

More than likely, the reason behind the decision to kill of this test is that they didn’t yield higher click-through rates, which was the main KPI touted by Google for the rollout of the expanded text ads.

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