About expanded text ads
As of January 31, 2017, you’ll only be able to create and edit text ads using the expanded text ad format. Your existing standard text ads will continue to serve alongside expanded text ads, but you won’t be able to modify their content. You will still be able to pause and enable them. If your standard text ad was created prior to January 31, 2017 and is still awaiting approval, it will still be reviewed. We strongly encourage you to take steps to transition your standard text ads to the new expanded format.
Here’s an example of an expanded text ad:
How expanded text ads differ from standard text ads
Expanded text ads are similar to the text ads that you’re used to, but with a few key differences.
- Expanded text ads have two headline fields instead of one. The extra headline field allows you to include additional text in your ads. Now you have up to 30 characters per headline instead of 25 characters. The headlines will appear next to each other, separated by a hyphen. Depending on the size of your potential customer’s screen, they may wrap to a second line.
- The two description lines have been merged into one field. Instead of the two 35-character description lines you get with standard text ads, expanded text ads have one 80-character description field, giving you more control over your ad’s messaging.
- The domain of your display URL is now based on your final URL domain. With expanded text ads, you no longer have to enter your display URL when creating a new ad. Instead, AdWords will use the domain from your final URL and show it as your ad’s display URL. For example, if your final URL is www.example.com/outdoor/hiking/shoes, your ad’s display URL will show as www.example.com.
- The display URL can include two optional “Path” fields. You can combine your display URL with up to two new optional ”Path” fields. These fields are added to the display URL after your website’s domain, so you can add text that will help people who see your ad get a better sense of where they’ll be taken when they click it. The text you put in the path fields doesn’t necessarily have to be part of your website’s URL, but it should be related to the content on your landing page. So if your final URL is www.example.com/outdoor/hiking/shoes, you might want your path text to be “Hiking” and “Shoes” so your ad’s display URL is www.example.com/Hiking/Shoes.
- Your text ads are now mobile-optimized. Now that expanded text ads are mobile-optimized, you no longer have to select the mobile device setting when creating or editing a text ad. In fact, a preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad. Your expanded text ads can still serve on mobile devices, even if you have mobile-optimized text ads in the same ad group.
Like standard text ads, expanded text ads are available on both the Google Search Network and the Google Display Network, and are supported by all the AdWords tools that currently support text ads. Ad extensions (both automatic and manual) are fully compatible with expanded text ads too.
Frequently asked questionsHow do expanded text ads work on mobile?
Yes. To create an expanded text ad for the Display Network, select Text ad at the "All campaigns" level. You can also copy and paste expanded text ads from Search Network campaigns to Display Network campaigns.
Also consider using responsive ads instead of expanded text ads for your Display Network campaigns. Responsive ads can show as several different formats – including text ads – helping you reach people better across apps and sites on the Google Display Network. Learn more
In most scenarios, if your final URL has a subdomain, it will be added to your display URL. In rare scenarios, your subdomain may not be added to your display URL. For example, if your subdomain uses a trademarked term, your display URL may not include your subdomain.
Usually when your ad shows, all the ad text that you’ve entered will show along with it. In some situations, AdWords needs to shorten your text, usually with an ellipsis (“...”). For example:
- If you use call extensions, the “Call” button may take the place of some of your ad text.
- If your ad text frequently uses wider characters (like “m”) instead of narrower characters (like “i”), your headline text may be wider than the space available for it on some browser sizes. With most Latin languages, you can avoid this by limiting your combined headline character count to 33 characters total.
- If your expanded text ads show on the Google Display Network, “Headline 2” may not show in some ad formats.
Your final URL (or landing page URL) reflects the page that the user ends up on after clicking your ads. Your display URL is the URL shown in green on your ad below the headline and above the description. It’s made up of the domain from your final URL plus any content you’ve added in the ad’s path fields.
You can edit multiple text ads at once with bulk editing. You can also select multiple ads and pause, enable, or remove them via the Edit menu.
Though you won’t be able to create new standard text ads after January 31, 2017, you’ll still be able to select multiple standard text ads and pause, enable, or remove them past this date.
Bulk upload via spreadsheet is also available for expanded text ads. Get started
Using AdWords Editor
You can also create and edit expanded text ads in bulk using AdWords Editor. AdWords Editor supports expanded text ads in Version 11.5 and higher. Learn moreWill my standard text ads stop running?
Starting January 31, 2017, AdWords will no longer support the creation or editing of standard text ads. New text ads generated after that date should use the expanded text ad format. Existing standard text ads will continue to serve past January 31, 2017.
If you received an error message when trying to save your ad, this typically means that the text in the ad has to be changed to meet one or more of the AdWords policies. Here are some tips:
- Use the correct character limit for each field
- Check the proper use of punctuations and symbols
- Make sure your ad text doesn't have incorrect grammar or spelling