Longer headlines for select ads on Google

Google has recently announced changes to the format in which top PPC Ads are being displayed.
For some ads the first description line will be moved to the headline and separated by a hyphen.
As a result, some top placement ads will have longer headlines.
Google admits correlation between length of the ad title and higher click through rates and also emphasises a better experience for users by highlighting more information in the ad.
I would expect that we’ll see some nice increase in CTRs on PPC campaign whilst the top organic search results may be slightly cannibalised by the PPC ads imitating the organic search results.
That change will definitely increase revenue for Google.