Google just announced they are changing the ad copy display rules:
For some ads where each line appears to be a distinct sentence and ends in the proper punctuation, description line 1 will be moved to the headline and separated by a hyphen. As a result, some top placement ads will have longer headlines
Here’s the example provided by Google:
I’d expect this to increase your CTR, but more clicks don’t always equate to more revenue.
A new test you might want to try is to find an ad group where most of the ads are displayed in the top positions. Then create two ads:
- Write one ad copy that ends in a sentence ending punctuation mark, such as a question mark, period, or exclamation mark
- Create another ad that doesn’t end in such a mark.
Then examine the difference in CTR, conversion rates, and of course, profit per impression.