Google Search Ads Now Offers Headline 3 and Description 2 with 90 Characters

Google Ads has been changing up a lot of things lately, this is exciting for search marketers!

Search text ads now have:

  • Headline 3 (30 characters)
  • Description 2 (90 characters)
  • 90 characters for descriptions

Headline 3

Google Notes:

Headline 3 appears after Headline 2 at the top of your ad and can be up to 30 characters. It will be separated from Headline 2 by a pipe symbol ( | ), and on mobile devices it may wrap to the second line of your ad. Headline 3 may not always show.

Your headlines and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when Google Ads predicts that it may improve your performance.

Our strategy & ideas:

  • Use headline 3 to emphasize one of your top performing callouts
  • Use headline 3 as a geographic callout noting your city or location
  • Use headline 3 to emphasize your call-to-action
  • Look at your keywords in your AdGroup to use headline 3 as an opportunity to improve your quality score.
  • Remember that it might not always show, so don't depend on the copy to get your messaging across

Description 2

Google Notes:

Your ad's description appears below the display URL and can be up to 90 characters. Description 2 may not always show.

Your description and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when Google Ads predicts that it may improve your performance.

Our strategy & ideas:

  • Use description 2 to go into detail about your product or service (i.e. expand on features and benefits)
  • Use description 2 to emphasize your call-to-action
  • Look at your keywords in your AdGroup to use description 2 as an opportunity to improve your quality score.
  • Remember that it might not always show, so don't depend on the copy to get your messaging across

Google Note: Your ad might not always include all your text. Some shortening may also occur in some formats.

90 Characters for Descriptions

Our strategy & ideas:

  • Now you have more characters to expand your copy!
  • If your ads don't already have it, use the 10 additional characters to add a call-to-action
  • Use the additional characters to craft better ad copy

We're Excited About These Changes Because...

  • More room for creativity
  • Opportunities to improve ad quality scores
  • Better compete with organic rankings and competitor ads

As always, don't forget to test!

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