Expanded text ads are a 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 |
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, or everything in your final URL before the first slash or tracking template, must be no longer than 67 characters.
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 that the total length of the potential dynamic text, includes 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 could 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 Ad text (excluding separators) or it may use the default text as what is deemed fit based on predicted responses, device length limits, and more.
Double-width characters—such as Chinese characters — count as two characters each.
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
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:
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.
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
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 |
Your final URL’s domain—including prefix (e.g., "www.") and suffix (e.g., ".com")—must be no longer than 67 characters.
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 |
Your final URL’s domain—including prefix (e.g., "www.") and suffix (e.g., ".com")—must be no longer than 67 characters.
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 |
Your final URL’s domain—including prefix (e.g., "www.") and suffix (e.g., ".com")—must be no longer than 67 characters.
The Ad performance report shows these columns by default. They are also available in the Ad dynamic text and Ad extension by ad report.