FAQ: Expanded Text Ads

FAQ: Expanded Text Ads

Expanded Text Ads give you additional content to make your ads more eye-catching and helpful.
Important

We recommend you set up Expanded Text Ads in parallel with your existing standard text ads. This will help you test your Expanded Text Ads' creative performance against standard text ads and give you insights for optimizing your message in the new format.

What are Expanded Text Ads?expando image

Expanded Text Ads are a new, mobile-optimized ad format that enables you to craft longer ad copy and optimize your ad text to better engage with potential customers before they click on your ads. Expanded Text Ads work seamlessly on mobile, tablet, and desktop devices, giving you a way to create more compelling calls to action for consumers and drive higher conversions to your business.

Here's how Expanded Text Ads compare to standard text ads:

Ad part Standard text ads Expanded Text Ads
Ad title 25 characters 60 characters (two 30-character ad titles separated by a hyphen)
Ad text 71 characters 80 characters
Display URL 35 characters, manually entered and error-prone Domain and subdomain automatically generated from your final URL (preserving capitalization) plus two customizable URL paths.
How do I set up Expanded Text Ads?expando image
  1. From the Ads tab, click Create ad and then select an ad group.
  2. For Ad type, select Expanded Text Ad.
  3. Enter your landing page URL in the Final URL box. Note: Your final URL’s domain — including prefix (e.g., "www.") and suffix (e.g., ".com") — must be no longer than 67 characters.
  4. Unlike standard text ads, you can then enter two parts of your ad title, each up to 30 characters long.
  5. Similarly, you can also enter two parts of the URL path customers will see in your ad.
  6. Fill in the ad text to appear below the path.
  7. Click Save.
What are the character limits for Expanded Text Ads? expando image
Text field Character limit
Titles 30 characters each

Note: The two titles combined must be less than 77 characters if dynamic text is used.

Ad text 80 characters

Note: 300 characters if dynamic text is used.

Paths 15 characters each

Note: 50 characters if dynamic text is used.

Important

Keep in mind that double-width characters — such as Chinese characters — count as two characters each.

Are Upgraded URLs required in order to use Expanded Text Ads? expando image

Upgraded URLs are now generally available for all customers worldwide but it is not required to migrate all your existing URLs, which include standard text ad URLs, keyword destination URLs, and Sitelink Extension URLs, to start taking advantage of Expanded Text Ads. You are still able to manage and optimize standard text ads using destination URLs and set up new Expanded Text Ads using final URLs. We do recommend setting up an account-level tracking template to ensure that you can properly track and report your ad clicks.

Learn more about Upgraded URLs

Will standard text ads be migrated to Expanded Text Ads?expando image

No, there is no migration from standard text ads to Expanded Text Ads. Expanded Text Ads are a new, mobile-optimized ad format that enables you to craft longer ad copy and optimize your ad text to better engage with potential customers before they click on your ads.

Should I run standard text ads in campaigns and ad groups simultaneously with the new Expanded Text Ads?expando image

Yes, we strongly recommend you leave your current ads running as you are onboarding your campaigns to Expanded Text Ads. We recommend a 1:1 ratio of standard text ads to Expanded Text Ads. If you pause your standard text ads, you will see a drop in impressions.

Will Expanded Text Ads appear in the same ad positions as standard text ads?expando image

Yes, Expanded Text Ads will appear in all of the ad positions that standard text ads currently do.

What can I do to maximize Expanded Text Ads impressions? expando image

Once your Expanded Text Ads are set up, there should not be any immediate action on your side.

To start with, your Expanded Text Ads will have equal chance of getting an impression as standard text ads. We recommend you create as many Expanded Text Ads as you have standard text ads in each ad group to have a balanced distribution of ad types.

Note that, if you have chosen "maximize clicks" as the Ad Rotation option for an ad group, Expanded Text Ads and standard text ad will not have equal chance of getting an impression since our algorithms are still learning about the your newly created Expanded Text Ads.

Will my Expanded Text Ads and standard text ads compete against each other? Will it impact my cost per click?expando image

Different ad formats will naturally compete with each other and, depending on your choice for Ad Rotation, one of them will go to auction. Your cost per click for Expanded Text Ads should not be impacted.

I use a third-party tool provider or agency. Will they support Expanded Text Ads?expando image

If you are using a third-party tool provider or agency to aid in your campaign and URL management, check with them to find out their plans for upgrading before planning your URL upgrades.

Can I download and upload Expanded Text Ads in bulk? expando image

To bulk download and upload Expanded Text Ads, use Bing Ads Editor v11.3 or later (if you are participating in the Bing Ads Editor for Mac beta, use v0.93 or later). You can make sure you have the latest version of Bing Ads Editor by clicking Help > Check for updates.

What version of Bing Ads Editor do I need to have to work with Expanded Text Ads?expando image

Bing Ads Editor v11.3 or later (if you are participating in the Bing Ads Editor for Mac beta, use v0.93 or later). You can make sure you have the latest version of Bing Ads Editor by clicking Help > Check for updates.

Can I import only my Expanded Text Ads from Google AdWords? expando image

Yes, if you want to import only Expanded Text Ads from Google AdWords, Bing Ads Editor is the right tool. In Bing Ads Editor, you can either:

  1. Run Google Import to stage all your AdWords changes locally.
  2. Revert all changes except those related to Expanded Text Ads.
  3. Post only changes to Expanded Text Ads.

Or:

  1. Export only Expanded Text Ads from your AdWords account using AdWords Editor.
  2. Using File Import, stage changes locally in Bing Ads Editor.
  3. Post only changes to Expanded Text Ads.
Important

You must have at least Bing Ads Editor version 11.3 for Windows or version 0.93 for Mac.

Can I use {param1}, {param2}, and {param3} for keyword tracking in Expanded Text Ads?expando image

Yes, you can add a {param} to a domain in the Final URL box, but you cannot have your Final URL be only a {param}. In other words, in the Final URL box, “contoso.com/{param1}” is allowed, but just “{param1}” is not. {param1}, {param2}, and {param3} are also still allowed in ad titles and descriptions.

Note: Keep in mind the length of the potential dynamic text a {param} might cause. It is possible to create ad titles, ad text, and URLs that fit within our character limits when you create them, but that become too long when the dynamic text is applied. In this case, the ad will not be considered for auction.

How does Bing Ads handle truncation or wrapping when displaying my ads on search engine result pages? expando image

Bing Ads will wrap or truncate your ad titles, text, and URLs when displaying your ads on both desktop and mobile devices depending on the screen size and display format of the search results page. We are still evaluating this and will update all customers and partners as changes are being made.

For more information on Expanded Text Ads truncation, check out this article.

Will Expanded Text Ads work with all my existing ad extensions? expando image

Yes, all ad extensions and annotations will continue to work as expected. We recommend setting up Expanded Text Ads in the same campaigns and ad groups as your existing standard text ads so you can use your existing ad extensions. Learn more about ad extensions

Will Expanded Text Ads get preference over standard text ads? expando image

Our engine will choose the ad that is the most relevant to the search results page. Over time, as Expanded Text Ads adoption grows, we expect that there will be changes in our algorithms to continue to deliver the best ROI for our advertisers.

Which part of my domain is auto-generated from the final URL? expando image

Bing Ads will automatically use the domain of the URL that is entered, including its subdomains. See the table below for examples.

Advertiser-entered final URL Bing Ads will display
http://contoso.com/contact.html contoso.com
http://www.contoso.com/contact.html www.contoso.com
http://ContosoStore.com/contact.html ContosoStore.com
http://www.ContosoStore.com/contact.html www.ContosoStore.com
http://Store.Contoso.com/contact.html Store.Contoso.com
Note

Your final URL’s domain — including prefix (e.g., "www.") and suffix (e.g., ".com") — must be no longer than 67 characters.

How does Bing Ads handle capitalization for display URLs? expando image

Bing Ads will preserve the capitalization you enter in the final URL. See the table below for examples.

Advertiser-entered final URL Bing Ads will display
http://contoso.com/contact.html contoso.com
http://www.contoso.com/contact.html www.contoso.com
http://ContosoStore.com/contact.html ContosoStore.com
http://www.ContosoStore.com/contact.html www.ContosoStore.com
http://Store.Contoso.com/contact.html Store.Contoso.com
Note

Your final URL’s domain — including prefix (e.g., "www.") and suffix (e.g., ".com") — must be no longer than 67 characters.

How will Bing Ads auto-generate display URL domains with Expanded Text Ads?expando image
Advertiser-entered final URL Bing Ads will display
http://contoso.com/contact.html contoso.com
http://www.contoso.com/contact.html www.contoso.com
http://ContosoStore.com/contact.html ContosoStore.com
http://www.ContosoStore.com/contact.html www.ContosoStore.com
http://Store.Contoso.com/contact.html Store.Contoso.com
Note

Your final URL’s domain — including prefix (e.g., "www.") and suffix (e.g., ".com") — must be no longer than 67 characters.

Which reports have columns for Ad Title 1 and Ad Title 2 for Expanded Text Ads?expando image

The Ad performance report shows these columns by default. They are also available in the Ad dynamic text and Ad extension by ad report.


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