More Detail on Longer AdWords Test

Google is apparently going to start allowing testing of text ads of up to 200 words in length in the next few weeks. The headline and display URL formats will remain the same. Google will alternate the new format ads automatically with the original ads and compare them to see which ad performs better. CPC charges will be the same, and during the test period, the longer format ads will not be used for calculating Quality Scores during the test period. More info at Search Engine Journal (including link to original report).