Expanded text ads, a longer text ad format that allow advertisers to say more in their ads, are becoming increasingly important in the world of PPC. With expanded text ads, there are two headline fields, which can each be a maximum of 30 characters. The description field is also longer, with a maximum of 80 characters. These ads also have different display URL rules. There are two path fields available, which can each contain a maximum of 15 characters, and the display URL automatically pulls in your final page's domain. The advantage of expanded text ads is that they help to attract more relevant customers as they allow advertisers to provide more information in their ads. Google has already rolled out expanded text ads, and Bing has rolled out a beta version in preparation for a full roll out in the future.