FAQ: Expanded Text Ads

FAQ: Expanded Text Ads

Expanded Text Ads give you additional content to make your ads more eye-catching and helpful.
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 90 characters: Supports three headlines, up to 30 characters each, separated by a space, vertical bar, and space (" | ")
Ad text 71 characters 180 characters: Supports two descriptions, up to two 90 characters each
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 — including prefix (e.g., "www."), suffix (e.g., ".com"), and any tracking templates — must be no longer than 2048 characters. However, your final URL domain (everything in your final URL before the first slash or tracking template) must be no longer than 67 characters.
  4. Unlike standard text ads, you can then enter three parts of your ad title, each up to 30 characters long. The third title is optional.
  5. Unlike standard text ads, you can have two parts of your description, each up to 90 characters long. The second description is optional.
  6. Similarly, you can also enter two parts of the URL path customers will see in your ad.
  7. Fill in the ad text to appear below the path.
  8. Click Save.
What are the character limits for Expanded Text Ads? expando image
Text field Character limit
Final URL 2048 characters, including prefix (e.g., "www."), suffix (e.g., ".com"), and tracking templates
Titles 30 characters each, up to three ad titles
Ad text 90 characters each, up to two ad descriptions
Paths 15 characters each

Note: All together, the final URL domain (everything in your final URL before the first slash or tracking template) and paths cannot exceed 67 characters.

Note: Keep in mind the total length of the potential dynamic text, including Param1, Param2, Param3, and DKIs. 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 such cases, the system may consider a total length check of 90 characters for the Title, 67 characters for the display URL, and 180 characters for the Description text (excluding separators), or use the default text as what is deemed fit based on predicted responses, device length limits, and more.

Important

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 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.

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

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

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

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

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

  1. Run Import from Google Ads to stage all your Google Ads 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 Google Ads account using AdWords Editor.
  2. Using File Import, stage changes locally in Microsoft Advertising Editor.
  3. Post only changes to Expanded Text Ads.
Important

You must have at least Microsoft Advertising 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.

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

Yes, all ad extensions and Automated Extensions 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

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

Advertiser-entered final URL Microsoft Advertising 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 Microsoft Advertising handle capitalization for display URLs? expando image

Microsoft Advertising will preserve the capitalization you enter in the final URL. See the table below for examples.

Advertiser-entered final URL Microsoft Advertising 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 Microsoft Advertising auto-generate display URL domains with Expanded Text Ads?expando image
Advertiser-entered final URL Microsoft Advertising 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, Ad Title 2, and Ad Title 3 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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