Expanded Text Ads Deadline
Old Ads Are Being Phased Out!
Conventional text ads cannot be created after 31st January 2017! You will not be able to edit them either after this date. They are still going to serve for a while.
Google bowed to pressure and extended the deadline originally pencilled for October. Advertisers with thousands of ads were under significant pressure to get to grips with the new format in time.
Expanded text ads are quite different to the original text ad. For one, those could be targetted to mobiles. The new expanded text ad gives greater flexibility and suitability for different viewing devices, which Google serves automatically.
Because of the fact that Expanded Ads do not show the same way on all devices, its key to create a number of varients. Shorter Headlines for mobiles would be desirable. Also, it is important to include all relevant data in the top headline in case the second headline is deprecated.
Consequently, there are more combinations and variations that need to be created in each ad group.
We have been well ahead and got expanded text ads in all our ad groups. Because these new ads take time before the algorithm identifies the best to serve, we often saw an initial drop in performance. However, since then we have seen it climb up and overtake the CTR on the old ads.
Also, we do not recommend using tools to help you generate Expanded Text from your old ads, unless you are in a pinch. The new formats give lots more freedom for creatives and there is lots of art in the process. There is no good substitute in crafting and testing with the new format.