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About text ads on the Display Network

To reach people with easily edited messaging while they're browsing websites or using apps, create text ads. You can run new text ads by creating either responsive ads or expanded text ads. This article gives you an overview of types of text ads that can run on Display, and the way that display text ads are enhanced with formatting and even images. 

Types of ads

Responsive ads

Responsive ads can appear in several different formats, including text ads. They adapt seamlessly to fit across millions of possible placements, automatically transforming from text ads to image ads to fit available ad spaces.

Responsive ads are an easy way to enter into the world of image ads. With responsive ads, you have the option of scanning your website for images, using our free library of images, or uploading images from your computer.

Learn how to Create responsive ads for Display Network.

Expanded text ads

Expanded text ads (ETAs), which are the next generation of Google text ads, can run on the Display Network in a different format than in Search. To boost their impact, display ETAs may, for instance, have a different layout for description lines. They may also appear in native formats or image formats (for details, see the relevant sections below). When you create an expanded text ad for Display, therefore, the preview will not represent what customers will actually see.

Learn more About expanded text ads, including how to differentiate between standard and expanded text ads.

Standard text ads

You're no longer able to create and edit standard text ads on the Display Network. Existing standard text ads on Display do, however, still run. Instead of editing standard text ads, remove them and create responsive ads, which are a better way to reach people on the Display Network because they adapt seamlessly to millions of apps and websites.

Your existing standard text ads may appear in native formats or image formats (for details, see the relevant sections below).

Dynamic text ads

Text ads in remarketing campaigns linked to Google Merchant Center product data may automatically be upgraded to dynamic ads. You can opt-out of showing any dynamic ads in the campaign by deselecting "Use dynamic ads" tick box in your campaign "Settings" tab. Campaigns that have this box unticked will no longer serve any dynamic ads.

Visual formats

To boost your impact, text ads on Display may automatically show in more visual formats. Here are the 2 general categories of these formats:

Native formats

This text ad integrates with the look, feel and content of a publisher’s site. Text ads on Display can run as native ads, adjusting their fonts, colours and design to the sites they show on.

Your text may also be shortened in native formats. If your extended text ads or standard text ads require the full descriptive text, opt out of showing native ads by filling in the Opt-out form. Requests are typically processed on a weekly basis.

Image formats

To help improve the performance of text ads, we may supplement them with your logo found in your Google+ or AdWords accounts, or with images from other third-party sources. If you have a favicon available on your website, AdWords will add it to your text ad, alongside the visible URL.

To opt out of showing images with your extended text ads or standard text ads, fill in the Opt-out form. Requests are typically processed on a weekly basis.

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