Expanded text ads announced: two 30-character headlines, an 80-character description and auto display URL

Google announced the largest change to text ads since AdWords launched, giving ads two 30-character headlines, one 80-character description and a display URL generated from the final URL with two editable path fields, roughly 50% more characters. The same event introduced separate bid adjustments for each device type, responsive display ads and local search ads on Google Maps.

Expanded text ads became available to all advertisers on 26 July 2016. Standard text ads could no longer be created or edited after 31 January 2017.