Google has never been one to shy away from testing its search results pages. It's latest test will enable advertisers to display more information in the headline.
Google is changing the placement of the first description line for certain ads that appear above the natural search results on Google.
For ads where each line appears to be a distinct sentece and ends in the proper punctuation, description line 1 will be moved to the headline and seperated by a hyphen.
Expect the changes to result in higher clickthrough rates as well as other top ads that appear beside them. Only a few ads will be show with the longer headline as it stands now.
If you want to increase the chance of having your ads appear with longer headlines, Google is advising advertisers to ensure each line of the ad appears to be a distinct sentecne and ends in the proper punctuiation.