Two years after they introduced expanded text ads, Google has just announced a further increase to the amount of space available for Google Ads advertisers to get their message across.
Starting next month, you will now be able to add a third headline to each of your ads. This third headline is optional and, even if you do take advantage of it, there is no guarantee it will always be shown.
Similarly, there will also be the option to have a second description line. The maximum number of characters for a description line is also being increased to 90, so you will have a total of 180 characters of description available.
Is this a good change? Certainly anything that makes your ad bigger and pushes the organic results even further down the page is likely to lead to an increase in clicks for you and an increase in income for Google.
However, I'm mindful of Mark Twain's famous comment:
I didn't have time to write a short letter, so I wrote a long one instead.
Part of me fears that the larger character count may lead to advertisers becoming lazy and starting to write overly lengthy ads that lack the punch of the older shorter ad formats.
Only time will tell.