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About expanded text ads

As of 31 January 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 31 January 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:

Comprehensive Insurance – Protect yourself on a budget
Ad www.example.com/insurance
Get affordable & trustworthy insurance. 10% discount on all online quotes.
Ready to update your existing ads to the expanded text ad format? Find out how

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. 

  1. 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.
  2. 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.
  3. 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.
  4. 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 that 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 that 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 becomes www.example.com/Hiking/Shoes.
  5. Your text ads are now mobile-optimised. Now that expanded text ads are mobile-optimised, 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-optimised 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.

Ready to update your existing ads to the expanded text ad format? Find out how

Frequently asked questions

How do expanded text ads work on mobile?
Expanded text ads are designed to look great across all devices, including mobile devices. As a result of this flexibility, expanded text ads no longer support a Device Preference setting. In order to have more control over how often your ad appears across different devices, try out device bid adjustments.
Are expanded text ads available for Display Network campaigns?

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 to reach people better across apps and sites on the Google Display Network. Find out more

What are the character limits for expanded text ads fields?
The headline fields for expanded text ads support up to 30 characters each. The description supports 80 characters, and the path fields can be up to 15 each. Each character in a double width language like Korean, Japanese or Chinese counts as two instead of one towards these limits. Find out more
What happens to my Display URL if my Final URL has a sub-domain?

In most scenarios, if your Final URL has a sub-domain, it will be added to your Display URL. In rare scenarios, your sub-domain may not be added to your Display URL. For example, if your sub-domain uses a trademarked term, your Display URL may not include your sub-domain.

Will all the ad text in my expanded text ad always show when my ad shows?

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 in total. 
  • If your expanded text ads show on the Google Display Network, “Headline 2” may not show in some ad formats.
What’s the difference between the Display URL, Final URL, Landing page URL and path fields?

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 that you’ve added in the ad’s path fields.

Can I create and edit expanded text ads in bulk?

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 31 January 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. Find out more

Will my standard text ads stop running?

Starting on 31 January 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 after 31 January 2017.

How do I fix an error when creating or editing expanded text ads?

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 that your ad text doesn't contain incorrect grammar or spelling

Find out more about AdWords editorial policies

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