Google has officially rolled out a new update to the appearance to it's online PPC ads. They have extended the titles of the ads to allow for more width and, as a result, more words. Not all ads will benefit from the expanded visibility. The top search ads (the ones above the organic website search results) will receive the special treatment. Another feature of this new approach is that Google may automatically move the first description line of the ad content into the headline position if that ad is a complete sentence with proper punctuation.
The result of their experiments show that these longer ad headlines result in improved click through rates. Although the tests focused on the US and UK search market, the new approach will be rolled out globally.
How to: The way to benefit from this new approach is to write creative that uses two complete sentences with proper punctuation--you will need to make the sentences distinct.