About expanded text ads

Expanded text ads present more information about your products and services and get people to click your ads. While optimized for mobile screens, the appearance of an expanded text ad on desktop browsers is similar to the mobile display.

What's different about expanded text ads

• Mobile preferred device preference eliminated. When you create expanded text ads, you no longer set a mobile preferred device preference. In this mobile first world, the ads will display on mobile and desktop computers.
   
• Display URL is automatically created (except in Yahoo! Gemini campaigns). You don’t specify a display URL. Instead, the display URL is automatically created from the destination URL and paths that you specify in expanded text ads.
   
• More characters allowed in each ad. You can specify 3 headlines and 2 descriptions to convey more information about your product or service.
   
• New columns for expanded text ads in bulksheets. You can use bulksheets to upload or edit expanded text ads.

Other ad properties, such as URL templates, remain unchanged.

End of support for creating new standard text ads

Some engines continue to support creating standard text ads, while others require all new ads to be expanded text ads. In all engines, you don't need to migrate standard text ads to expanded text ads. Existing standard text ads continue to serve alongside any expanded text ads you create, and you can still target, pause, resume, and report on existing standard text ads.

See the following table for details:

Bing Ads: Migration to Upgraded URLs required

Only Bing Ads engine accounts that have migrated to Upgraded URLs can create expanded text ads from Search Ads 360.

If you haven't migrated your account to Upgraded URLs, you can sign into Bing Ads and create expanded text ads (or import them from Google Ads), but note the following limitations in Search Ads 360:

• Managing campaigns: Expanded text ads won't appear in Search Ads 360, and won't be copied if you copy campaigns in Search Ads 360.

• Measuring results: Engine and conversion metrics for expanded text ads are attributed to the correct keyword in Search Ads 360. Reports at the ad group level and higher will include metrics from expanded text ads.

• Automated bidding: Just as with standard text ads, clicks on expanded text ads contribute to the performance history that a bid strategy analyzes. Similarly, bid strategies adjust bids for keywords even if an ad group contains only expanded text ads.

Google Ads, Yahoo! Japan, and Bing Ads: Migrate inventory ad templates

In Google Ads, Yahoo! Japan, and Bing Ads engine accounts, inventory campaigns and manual campaigns with inventory rules need to migrate inventory ad templates to start creating expanded text ads. Standard ad templates in the accounts no longer generate ads. 

Copying campaigns with expanded text ads

When you copy campaigns that contain expanded text ads, Search Ads 360 copies the expanded text ads into the destination account (except for Baidu accounts, which don't support expanded text ads).

When an engine type stops supporting new standard text ads, Search Ads 360 will no longer copy standard text ads into the destination account. Only expanded text ads will be copied. Standard text ads will be ignored.

Ad copy tests and expanded text ads

You can't test expanded text ads in a mobile-only ad copy test. In an all-device ad copy test, metrics are collected for expanded text ads along with other ads in the ad group.