Numerous strategies and best practices have been developed over the years for the standard text ad format, but unfortunately, most of these don’t translate to expanded text ads. And, businesses are now having to scramble to update their ads before Google stops supporting the old format in January. As opposed to standard text ads, ETAs have two headlines — a main headline and a secondary headline. Each headline can use up to 30 characters, as compared to the prior format of one headline with 25 characters. ETAs have one long description field with a maximum length of 80 characters. This compares to two fields of 35 characters each with standard text ads. Get the full story at HubSpot