Create a new text ad

Once you've signed up for AdWords and created a campaign, you can start creating ads. In this article, we'll go over:

  • Creating a new text ad
  • How text ads work on mobile
  • Sharing your text ads across ad groups

Text ads look like classified ads, and include a link to your website. Here's an example of a text ad on the Search Network:

Brighton's Best Bonsais
Florist And Indoor Plant Nursery.
Spruce Up Your Desk Today!

Text ads might look different on the Display Network. In the section below, find out more about text ads on the Display Network.


Create a new text ad

Guided tour: Create a new text ad

Click the "Show me how" button below to go to your account and be guided through creating a text ad. Or, you can watch or read the instructions below.

Guide me

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. In the left menu, choose the campaign that you'd like to add your new text ad to.
  4. Click on the Ads tab.
  5. Click on + Ad.
  6. Click on Choose... to select the ad group that you’d like to add your new text ad to.
  7. Enter a headline, short description, display URL and landing page URL. As you type, your ad will appear instantly in the "Ad preview".
  8. If you're adding an additional ad to an ad group, you'll have the option to create a mobile-optimised ad. To do so, tick the "Mobile" box next to the "Device preference" setting.
  9. When you're satisfied with your new text ad, click on Save ad.

Before your saved ad starts showing to customers, we'll review its content and formatting to make sure that they meet our advertising policies.

Text ads on mobile

Let’s say that your ad group contains both a standard text ad and a mobile-optimised text ad. On mobile devices, your mobile-optimised text ad will be given preference over standard text ads. On computers and tablets, your standard text ad will be given preference over mobile-optimised text ads.

If your ad group contains only mobile-optimised text ads (which we don’t recommend), then those ads may appear on desktop or laptop computers as well as tablets.

A mobile-optimised ad will only be given preference over other ads of the same type. Text ads, Dynamic Search Ads, Product Listing Ads, WAP mobile ads and ads that can run only on the Display Network are considered different ad types.


In a campaign promoting your hat store on both the Search and Display Networks, you have an ad group with the following types of ads:

  • Standard text ad
  • Mobile-optimised text ad
  • Standard image ad

If Google determines that an image ad should be shown to someone browsing a Display Network site on a mobile phone, then your standard image ad will be shown. Your mobile-optimised text ad won't be shown because text ads and image ads are different types of ads.

Bear in mind

On mobile devices, where space is tight, AdWords optimises your ad to show the highest performing text. If you have ad extensions that perform well on mobile, then those may appear in your ad to show people the most relevant information. Find out more about how text ads can appear on mobile.

Text ads on the Display Network

Text ads on the Display Network are a great way to reach your customers with easily customisable messaging. Because they're available in different formats, they can provide you with more opportunities for performance. In addition, the AdWords team is constantly making design changes to help make your text ads more effective, beautiful and visible to your audience.

Text ads are sizeless, so they can run in any ad slot size. Here are different text ad formats on the Display Network and how they behave differently from text ads on the Search Network:

  • Standard text ads: This is the most common text ad format. Display Network publishers are allowed to customise the font face and the colour applied to the background, font and button of the ad in order to fit their site. If you have a favicon available on your website, AdWords will add it to your text ad, alongside the visible URL. There are three types of standard text ads:
    • Full slot: These ads fill the entire space of the ad slot.
    • Partial slot: These ads share the ad slot with other ads (similar to how text ads on the Search Network share ad space with other advertisers' ads). As a result, partial slot ads are typically cheaper than full slot ads.
    • Magazine-style: These ads serve only on the Display Network. The layout, colours and fonts used in magazine-style text ads are consistent across sites on the Display Network.
  • Native text ads: This text ad integrates with the look, feel and content of a publisher’s site. To increase the performance of native text ads, we may supplement them with your logo found in your Google+ accounts, or with images from other third-party sources.
  • Rich media text ads: Similar to our magazine-style ads, rich media text ads are rendered like a Display ad. We may supplement rich media text ads with your logo as supplied from your Google+ accounts, or with images from other third-party sources to increase the performance of these ads. This ad format's colour palette is selected to match the logo or image used in your ad.

Share ads across ad groups

Starting in mid-February, you’ll no longer be able to share ads across multiple ad groups or campaigns using the Shared library. Ads in your Shared library will be copied to each of the ad groups that they’re shared with, and each ad will retain its performance history.

You can create and manage ads across multiple ads groups or campaigns using other tools, such as AdWords Editor. Learn more about our tools for advertisers with multiple or large accounts. If you have any questions, please contact us.

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