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How to create or edit Expanded Text Ads

Expanded Text Ads are displayed on the Microsoft Search Network on computers, tablets, and smartphones. To help make editing text ads easier, you can make changes to multiple text ads at the same time.

Expanded Text Ads contain three fundamental visual elements: the ad title (which can have up to three segments), the display URL, and the ad text.

An example of an Expanded Text Ad.

You can further enhance your Expanded Text Ad with ad extensions and Automated Extensions.

How to create a new Expanded Text Ad expando image
Note

Before you submit an ad, make sure it meets Microsoft Advertising policies, so it can be active and made available online as quickly as possible. To learn more, see Microsoft Advertising policies.

  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Ads & extensions.
  3. Click Create ad.
  4. For Ad type, select Expanded Text Ad.
  5. Enter your landing page URL in the Final URL box. 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 (everything in your final URL before the first slash or tracking template) must be no longer than 67 characters.
  6. You can then enter three parts of your ad title, each up to 30 characters long. The third title is optional.
  7. Similarly, you can also enter two parts of the URL path customers will see in your ad, each up to 15 characters long.
  8. Fill in the ad text to appear below the path, up to 180 characters long (up to two 90-character descriptions). The second description is optional.
  9. Click Save.
  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 — 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 (everything in your final URL before the first slash or tracking template) must be no longer than 67 characters.
  4. You can then enter three parts of your ad title, each up to 30 characters long. The third title is optional.
  5. Similarly, you can also enter two parts of the URL path customers will see in your ad, each up to 15 characters long.
  6. Fill in the ad text to appear below the path, up to 180 characters long (up to two 90-character descriptions). The second description is optional.
  7. Click Save.
Notes
  • The combined ad title and ad text must be at least three words long.
  • These character limits include spaces and any default dynamic text. Learn more about dynamic text
  • If your final URL includes "http://", these characters do not count against the character limit. However, if it includes "https://", these characters do count against the character limit.
  • Keep in mind that double-width characters — such as Chinese characters — count as two characters each.
  • Ad titles, paths, and ad text cannot contain scripts, HTML, or other markup language.
How to update an existing Expanded Text Ad expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Ad groups.
  4. From the page menu, click Ads & extensions.
  5. In the table, select the ad you want to edit and click Edit.
  6. Make your changes and click Save.
  1. Click Campaigns along the top of the page.
  2. Click the Ads tab.
  3. Click the pencil icon in the Ad column of the ad you want to update.
  4. Make your changes and click Save.
How to change multiple Expanded Text Ads at the same time expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Ad groups.
  3. From the page menu, click Ads & extensions.
  4. In the table, select the ad you want to edit and click Edit.
  5. To replace text in multiple ads:
    1. In the Action list, choose Find and replace text.
    2. In the Find box, enter the text you want to replace.
    3. In the Replace with box, enter the new text you want to use.
    4. Click Save.
  6. To append text to existing ad text:
    1. In the Action list, choose Append text.
    2. Choose where you want to append the text.
    3. In the Append text box, enter the text you want to add.
    4. Choose whether to add the text before or after existing text.
    5. Click Save.
  7. To change the case of ad text:
    1. In the Action list, choose Change case.
    2. Choose which text you want to change the case of.
    3. Choose whether you want the text to be title case, sentence case, or lowercase.
    4. Click Save.
  8. To change current ad text to entirely new ad text:
    1. In the Action list, choose Set text.
    2. Enter the new text you want to use for your ads.
    3. Click Save.
  1. Click Campaigns along the top of the page.
  2. Click the Ads tab.
  3. Select the checkbox next the ads that you want to update.
  4. Click Edit, and then click Change ads.
  5. To replace text in multiple ads:
    1. In the Action list, choose Find and replace text.
    2. In the Find box, enter the text you want to replace.
    3. In the Replace with box, enter the new text you want to use.
    4. Click Save.
  6. To append text to existing ad text:
    1. In the Action list, choose Append text.
    2. Choose where you want to append the text.
    3. In the Append text box, enter the text you want to add.
    4. Choose whether to add the text before or after existing text.
    5. Click Save.
  7. To change the case of ad text:
    1. In the Action list, choose Change case.
    2. Choose which text you want to change the case of.
    3. Choose whether you want the text to be title case, sentence case, or lowercase.
    4. Click Save.
  8. To change current ad text to entirely new ad text:
    1. In the Action list, choose Set text.
    2. Enter the new text you want to use for your ads.
    3. Click Save.
How to request exceptions to editorial rejections expando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Ad groups.
  3. In the table, select the ads you want to update.
  4. Click Edit > Request exception.
  5. In the Tell us your reason for requesting an exception box, enter your reason why the ad should be approved.
  6. Make your changes and click Request exception.
  1. Click Campaigns along the top of the page.
  2. Click the Ads tab.
  3. Select the checkbox next the ads that you want to update.
  4. Click Edit, and then click Request exception.
  5. In the Tell us your reason for requesting an exception box, enter your reason why the ad should be approved.
  6. Make your changes and click Request exception.
How to create Expanded Text Ads using Opportunities expando image

If you have one or more ad groups that don't contain any active ads, you may see an opportunity providing you with automatically-created Expanded Text Ads for these ad groups. The automatically-created ads can be based on high-performing ads elsewhere in the campaign, paused ads in the ad group, or other factors.

Keep in mind:

  • Using this opportunity, you will create basic Expanded Text Ads and have the chance to customize their ad copy. If you want to set up tracking or URL parameters for these ads, you will need to edit them on your Ads tab.
  • Newly-created ads in this ad group will not start running immediately, as they will go through our standard review process. Most reviews are completed within a day.

To get more tips to make your ads more relevant to what users are looking for, see About improving ad relevance. Improving your ads' relevance not only can increase your customer traffic (that all-important click-through rate), but can also improve their position on the Bing, AOL, and Yahoo search results page and even improve your quality score.

Note

You can also copy Expanded Text Ads from one ad group or campaign to another.

For more information on Expanded Text Ads, see our Expanded Text Ads FAQ.

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