Upgrade your standard text ads to Expanded Text Ads

Upgrade your standard text ads to Expanded Text Ads

Learn why it's a good idea to upgrade existing text ads to be Expanded Text Ads, which give you more room for longer titles and URLs, and are more eye-catching.

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.

Important
  • After July 31, 2017, you will no longer be able to create or edit standard text ads (you will still be able to pause and unpause them). Existing standard text ads will continue to serve for the foreseeable future, but we encourage you to upgrade them to Expanded Text Ads. Learn more
  • When you upgrade a standard text ad to an Expanded Text Ad, a new ad is created and your existing standard text ad will continue to run until you pause or delete it.
  • 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's the difference between standard text ads and Expanded Text Ads?

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 turn a standard text ad into an Expanded Text Ad?expando image
  1. From the Ads tab, select a standard text ad and then click Edit.
  2. We prepopulate the Expanded Text Ad fields with information from the standard text ad. Review and take the opportunity to expand upon the following:
    1. Enter your landing page URL in the Final URL box. If you use destination URL tracking, you will need to upgrade to an Upgraded URL: Copy the landing page portion of your destination URL and paste it into the Final URL box, and copy the tracking portion of your destination URL and paste it into the Tracking template box (under Ad URL options). For more information, check out What are Upgraded URLs and how do I upgrade?

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

    2. Unlike standard text ads, you can have two parts of your ad title, each up to 30 characters long.
    3. Similarly, you can also enter two parts of the URL path customers will see in your ad. Note: We pre-populate these paths if you have similar information in your display URL.
    4. Fill in the ad text to appear below the path.
  3. Click Save.
How do I create a new Expanded Text Ad?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.

For more information on Expanded Text Ads, check out our Expanded Text Ads FAQ.

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