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New & Improved Google Ads’ ETAs: Now With 3 Headlines & 2 Descriptions!

September 4, 2018

Head of Hospitality

Head of Hospitality
Google Ads Management

Article Overview

10min read


Probably one of the biggest updates in 2018 from Google Ads. Advertisers previously only had two sentences to work with on Google’s search ads, and it’s difficult for them to communicate everything about their services in 2 lines of text. Now, Google has made a BIG update— allowing all companies to have more text underneath their ads. This allows advertisers to promote more of their Unique Selling Propositions (USPs) and provide a more detailed understanding of them and what makes their brand unique.

This means you can add a third headline, a second description, and use up to 90 characters for each description to convey your message more clearly to your audience. The more details you can present to your ad, the better!

The improvements on Expanded Text Ads allows you to distinguish yourself from competitors on the Search Engine Results Page (SERP). You can also emphasise more on the benefits of your products and services on your descriptions.

Below is a clearer representation of the changes:

Ad Component

Previous ETA

Improved ETA



Max of 3

Headline Length

30 Characters

30 Characters



Max of 2

Description Length

80 Characters

90 Characters each

Total Max Length



In line with this, running Google ads composed of the previous format will not stop from working. As per Google, they do not have plans on discontinuing the smaller ETA format or even the older Standard Text Ads.

However, it is advisable to start using the new Expanded Search Ads to keep up with your competitors. In fact, Google found that the larger Expanded Text Ads had received 15% more clicks compared to other ad formats.


Google AdWords ETA


Here’s a pro tip: don’t instantly pause older Google ads. It’s better to test out new larger ads together with old ads. This way, the performances can be monitored, and changes can be made unless there is a certainty that the large ETAs are doing better than the old ads.

Even with the extended max length, the quality of the ads should not be neglected regardless of its changed length. To improve ads messaging, it is ideal to maximize the third headline and second description which should include all critical details in the fields.

Google also announced that Responsive Search Ads would be released out of beta soon. Just like the new ETAs, Responsive Search Ads also show up to 3 headlines and 2 descriptions, with a total max length of 300 characters as well.


Google AdWords Beta


The difference between the two, though, is that the improved ETAs has full control over how ads will display on the SERP. Responsive Search Ads, on the other hand, will associate up to 15 different headlines and 4 descriptions that can be arranged in different ad versions.

Overall, this is certainly a significant change that could benefit all companies/individuals that advertise with Google search!

Head of Hospitality

Angela Soudi is a visionary writer with 20+ years of experience in Sales and Marketing across Europe, Canada, and the Middle East. She is highly invested in actively contributing articles to pioneering hospitality platforms and websites.

Head of Hospitality
Google Ads Management
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