Google is improving text ads by adding an extra headline and description to all your expanded text ads. These responsive search ads are now available in beta version in AdWords. These Expanded Text Ads will give you opportunity to differentiate yourself from competitors on the Google’s SERP.
Now you can have 3 headlines of 30 characters each as compared to just 2 headlines available previously. Not only headings but Google also added a 2nd description line 90 characters each as compared to just 1 description with 80 characters available previously.
The headlines will be separated from headline 2 by a pipe symbol (“|”) and on mobile devices may wrap to the second line of your ad. Headline 3 may not always show.
These may show in different configurations based on the device that a potential customer is using or when Google Ad predicts that it may improve the performance your performance.