FAQ: 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. 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:

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.

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.

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.

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

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.

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.

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.

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.

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.

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:

Or:

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.

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.

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.

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

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

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