Our Blog

Why and How to Take Advantage of Expanded Text Ads in Adwords

By Snap Agency August 10, 2016

Expanded Text Ads are here, and you better get used to them! But are you sure you know how to use them and also do you understand what they are?



Screen Shot 2016-08-04 at 10.22.44 AM


Screen Shot 2016-08-05 at 3.05.40 PM

Last month Google launched Expanded text ads for everyone on Adwords. They are a little different than the current ads, they are bigger and are better for mobile.  They have more room for the headline and also will work on any device. Starting October 26th, 2016 Google will no longer allow you to create the old ad.

Ad Components Old Ads New Expand Text
Headline Characters 25 character for headlines Two 30 character Headlines
Description Characters Two 35 character description lines One long 80 character description line


The old ads that were running on Google only had the maximum number of characters of 95, 25 for the headline and two 35 character description lines. With the new expanded text, it gives you more room to write with a total of 140 characters to work with. Two 30 character headline and now one big description line of 80 characters.


Here are a couple of best practices to keep in mind when you are writing your new expand text:


Come up with some new messaging for your ad. Don’t just copy and past your old ads and add a few more characters.  Consider coming up with longer call outs and using all that new space.


Take advantage of the new characters. Now that you have the new characters expand on what you wanted to communicate to your audience. This will allow you to gain more clicks for your ad.


Focus on the headline. Now that you have more room in the headline means people are going to click on your ad if you have a compelling headline. Just just add a second headline just cause you have to re-think of how you are going to get people to click on your ad.


So what does this mean for you and yours business? The sooner you implement these new ads the better click through rates, you will be first to market. This will also allow you to update your current creative.