Google recently announced it will be rolling out modifications to its headline character limitations over the next several days.
In short, Adwords will be juxtaposing the position of the first description line for “certain” ads that appear above the search results on Google landing pages. “Certain” is defined as “ads where each line appears to be a distinct sentence and ends in the proper punctuation”. Ads which meet this criteria will have their description line 1 moved adjacent to the headline and separated by a hyphen (as depicted above), resulting in a longer, captivating headline.
Google has noted higher ad interaction rates in its beta tests for this new format.