More is More with Expanded Text Ads

Standard Text Ads are officially dumped

After months of anticipation, Google has finally DTRed. Expanded Text Ads are ‘‘official’’ and here for the long haul. Starting January 31, 2017, AdWords will no longer support the creation or editing of standard text ads. New text ads generated after that date will require the expanded text ad format. Existing standard text ads will however continue to serve past January 31, 2017.

Wait, wait, wait. Back up the truck. Expanded Text what?!

Expanded Text Ads are similar to Standard Text Ads, but designed for a mobile-first world. This means they will display the same content in slightly different formats, depending on which device the ad is served. With almost 50% more ad text available and an additional headline., they provide more real estate for you to include more information to help your Brand to connect with users and drive more, qualified clicks to your website.

Key differences between STA and ETA:

  1. Expanded text ads have two headline fields instead of one. Now we have up to 30 characters per headline instead of 25 characters for one headline. The headlines will appear next to each other, separated by a hyphen.
  2. The two description lines have been merged into one field. Instead of two 35-character description lines, ETA have one 80-character description line.
  3. The domain of your display URL is now based on your final URL domain. AdWords will now automatically populate your Display URL. Two new optional ”Path” fields may be added to the DIsplay URL, to help people who see our ad get a better sense of where they’ll be taken when they click the ad.
  4. Your text ads are now mobile-optimized.


Example of ETA on a mobile device:


Tips to make the most of MORE space:

  • Prioritize your messaging. Put your most important message and keywords in Headline #1, then #2. Save all the extra juicy details and call to actions for the Description Line.
  • Write new, fresh copies. Don’t just add a second headline and combine your two description lines. Using more words to say the same thing may in fact decrease CTR.
  • Keep running your STAs. Who knows? Maybe concise, precise, to-the-point ads work better in a fast-paced, on-the-move world. You may just prove Google wrong.
  • Use the ‘Path’ fields. Giving users an idea of what type of page they will be directed to encourages relevant users to click our ad and discourages irrelevant users from clicking. We don’t need to be spending extra $$ on low-quality traffic.

Delphic’s Approach:

  • Creative Changes: Over the past several months, Delphic has proactively developed and implemented ad copies in line with the new structure, to seamlessly integrate with the rollout and get the most out of the opportunities that Expanded Text Ads provide
  • We’ll continue to run Standard Text Ads alongside Expanded Text Ads based on performance



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