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Expanded Text Ads Are Comming

Text ads were designed for the desk top user. Now half of searches are used on different screen sizes and ratios, the format is starting to get out of date.


After an excercise to imagine what text ads would have been like. They been developed for mobile users. The company has chosen to bring these changes to all adwords advertisers. Google is making the largest changes seen in years in text ads. They are expected to start rolling out in June/July 2016.

They are known as Expanded Text Ads.

So what are these changes?

  • The primary change, and perhaps quite surprising, is the increase in the number of characters. Headlines will become significantly longer, from just 25 characters to 2 headlines of 30 characters each, and rather than two description lines, there is one single but longer description line, of 80 characters.
  • The ads will scale to different devices. The total number of characters goes up from 95 (25 for headline, 2 description lines of 35), to 140, an increase of approximately 50%.

So, the big change is that we have two calls to action in the headlines. It is going to give us more flexibility. Currently the short 25 character limit means you cannot really ‘describe’ your product in the heading. Also put in a call to action, so you end up with a less informative advert.

Making the headline now longer and at the same time having a second headline allows more detail. This should have the benefit of of reducing irrelevant clicks. The two headlines can wrap or display to fit different devices. The single consolidated description line has an extra 10 characters, this will greatly increase the creative potential. Since the two description lines at present are hard to write as a flowing sentence, and depending on the device, the second one does not always show, so realistically you have to write your description as two seperate short sentances.

If you would like to know more, why not give us a call here at Network Intellect – Telephone: +44 (0) 844 543 0980 or visit our page on PPC advertising here.

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