Update your standard text ads to Expanded Text Ads

Standard text ads are being deprecated Microsoft Advertising, so learn about upgrading your standard text ads to Expanded Text Ads.

Standard text ads are being deprecated for Microsoft Advertising, so to avoid potential discruption in your campaigns, we encourage you to upgrade your standard text ads to Expanded Text Ads. To make the transition smoother for you, we have automatically created Expanded Text Ad versions of your existing standard text ads!

To review and add the Expanded Text Ads to your account:
  1. From the Campaigns, Ad groups, or Ads pages, click the banner to open the Expanded Text Ads we created automatically based on your existing standard text ads.
  2. Review the suggested Expanded Text Ads.
  3. Select the suggested ads you want to use and click Add selected ads.

Benefits of Expanded Text Ads

Expanded Text Ads enables you to craft longer ad copy and optimize your ad text to better engage with potential customers before they click on your ads. This leads to:

  • Better engagement with your potential customers. Expanded Text Ads have a 5-10% higher click-through rate than standard text ads.
  • Further optimized Expanded Text Ads, with the ability to add additional features like ad customizers, IF functions, and countdowns to events.
What you need to know

We have truncated your original display URL if it exceeded the 15-character limit on Expanded Text Ad display URLs. You can still add a display path 1 and path 2, as long as it’s within the character limit. This change has no impact to the final landing page.

For more information on Expanded Text Ads, check out our Expanded Text Ads FAQ.

What's the difference between standard text ads and Expanded Text Ads?expando image

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
How do I turn a standard text ad into an Expanded Text Ad?expando image
  1. From the Ads tab, select a standard text ad and then click Edit (or from the main menu on the left, click All campaigns > Ad groups. Then, click Ads & extensions. Select a standard text ad and then click Edit).
  2. We prepopulate the Expanded Text Ad fields with information from the standard text ad. Review and take the opportunity to expand upon the following:
    1. Enter your landing page URL in the Final URL box. If you use destination URL tracking, you will need to upgrade to an Upgraded URL: Copy the landing page portion of your destination URL and paste it into the Final URL box, and copy the tracking portion of your destination URL and paste it into the Tracking template box (under Ad URL options). For more information, check out What are Upgraded URLs and how do I upgrade?

      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.

    2. Unlike standard text ads, you can have three parts of your ad title, each up to 30 characters long. The third title is optional.
    3. Unlike standard text ads, you can have two parts of your description, each up to 90 characters long. The second description is optional.
    4. Similarly, you can also enter two parts of the URL path customers will see in your ad. Note: We pre-populate these paths if you have similar information in your display URL.
    5. Fill in the ad text to appear below the path.
  3. Click Save.
How do I create a new Expanded Text Ad?expando image
  1. From the Ads tab, click Create ad and then select an ad group (or from the main menu on the left, click All campaigns > Ad groups. Then, click Ads & extensions).
  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. Unlike standard text ads, you can then enter three parts of your ad title, each up to 30 characters long.
  5. Similarly, you can also enter two parts of the URL path customers will see in your ad.
  6. Fill in the ad text to appear below the path.
  7. Click Save.

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