For ads in which each line seems to be a complete sentence, ending in the proper punctuation, Google will move the first description line to the headline, separating the two lines with a hyphen. The company says the changes will start today and the roll-out will continue over the next few days.
The company says it’s making the change after tests that showed a higher click-through rate, both for the ads with longer headlines and for the ads beside them. Around the same time Google was testing the long-headline AdWords, it also appeared to be testing a version that combined the two description lines. Presumably, the longer headline performed more favorably.
This change will occur globally — tests were seen both in the U.S. and the United Kingdom — and marketers can increase the chances of having their ads appear this way if they write creative that appears to be two distinct sentences with proper punctuation. In English, that would mean a period or a question mark.