Google would allow advertisers to use up to 90 characters for description in text ads, which is equal to that of responsive search ads. In total, text ads can now have up to three headlines and two descriptions.
Text ads has three parts: headline text, a display URL, and description text.
Text ad has three headlines where you can write up to 30 characters each to promote your product or service. The headlines are separate and may appear differently based on the device someone is using when they view your ad.
The display URL shows your website address. The fields are designed to help people who see your ad get a better idea of where they’ll be taken when they click it.
Description fields come in use to highlight details about the product or service. It’s better to include a “call to action” i.e, the action you want your customer to take. For example, If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.”
Google suggests, “To get started, try adding a third headline and a second description to your existing text ads. For example, if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers.”
The update will be effective in late August, allowing advertisers to add a third headline and second description to the text ads.
During the same announcement, Google also revealed that in September 2018, responsive search ads will be available to more advertisers in English, French, German, and Spanish, with other languages to follow soon.
Advertisers can provide up to 15 headlines and 4 description lines. Google will analyze different combinations of the headlines and descriptions to ensure which performs best for various search queries.
Not only will the responsive search ads increase the number of clicks, but also will allow advertisers to reach new customers by matching more queries.