How To Make The Most Of Extended Text Ads - Broadplace Advertising UK

How To Make The Most of Extended Text Ads

Expanded Text Ads
Extended Text ads provide an increase of 50% more ad space, as well as a bunch of other exciting features, as we mentioned when they were first released (read more here). Google will be swapping to this format on 31st January 2017, so you don’t have too much time to make the switch if you haven’t already. And if you have – here’s how to make them even better.

How They Look

Expanded text ads have a new format, as compared in the image below. There are:

  • two headlines (up to 30 characters each)
  • a single, expanded description field (up to 80 characters)
  • a display URL that uses your final URL’s domain
  • two optional ‘path fields’ – these show users where they will end up on your website when they click through

Expanded Text Ads

Expanded Text Ads Set Up Tips

Expanded Text Ads before and after


This is where you need to use keywords and compelling text to entice customers to click. The secondary headline should provide supporting information – that could be your USP or the deadline of an offer.

TOP TIP Remember that not all of your headline will always show. This is because Google are counting pixels as well as characters and letters such as “W” take up more space.



Back up your claims, provide supporting information that leads into a call to action.
You can boost conversions by showing users what to expect when they click on the ad – will they go through to more
Differentiate your product or service from competitors. This is your last chance to grab users’ attention.
BUT! Don’t waffle for the sake of using every available character – if you can keep it short and sweet and enjoy the same great results, do that!
Use compelling words that are emotive – i.e. they grab your customer’s attention because they appeal to something that person is experiencing – a problem, a solution, a deadline. We’ll be providing our top 100 list of compelling words in a future blog, check back!

Display URL

These are optional, but it’s best practice to utilise this new feature. You can use it to add in more keywords.
You can break up a long tail keyword by splitting it up across the path fields.

TOP TIP Google doesn’t allow you to use trademarks or competitor names in the headlines or description, but you can use them in the URL path fields.


Mobile Ads

Always ensure that your ads are mobile friendly.
ETAs don’t differentiate between devices, unlike their predecessor, the Standard Text Ad.
In the ad editor, make use of the mobile preview feature to check headlines make sense if they are broken up into two lines.

Split Testing ETAs

As we showed in our previous blog about the results of ETA so far from our Beta Testing (as a Google Premier Partner we get to test cool new stuff first), overall the average Clickthrough Rate (CTR) was a lot higher than standard text ads. Ours were enjoying a 188% increase. This might not always be the case.
For that reason, we highly recommend testing out the new ads in the ad groups that have performed well for you in the past.
As you may be aware, ETAs will replace standard text ads from 31st January 2017. Pre-existing text ads will continue to serve past this date. Now is the time to test the two alongside each other.

Don’t just pause your standard text ads. Work on your ETAs until they are achieving the same or better results as the STAs.


Can ETAs Increase Your Quality Score?

As with all things Google, relevance is key. That’s why ads should serve the search queries that users type in. Achieving a high CTR signals to Google that your ad is useful to users. Use the keywords you are bidding on in the text – including competitors’ names if you have used them in the path fields.
Using helpful ad extensions can help improve quality score because, when used with an ETA they take up more ‘real estate’ on the search engine results page (SERP) and are likely to receive more clicks. The extensions can be used to provide more helpful information that supplements what is already in your ad text.

What About My Old Text Ads?

Don’t fret, you’re not going to have to spend the rest of the year rewriting a bunch of ads. You can add new ads in bulk.

  1. In your AdWords account, click the Campaigns menu, then click on the Ads tab
  2. Make sure the “All Enabled Ads” option is selectedExpanded Text Ads
  3. Click Edit > Download Spreadsheet.
  4. Choose Excel .CSV format
  5. Click “Advanced editing” and uncheck all boxes except “All Editable Columns”. Then click Download and save the file on your machine.

Expanded Text Ads

Make Changes

  1. Open the CSV file in Excel
  2. For each ad that you want to create an expanded text ad for, add values in the Headline 1, Headline 2, Description, Path 1 and Path 2 columns. You can use values in the Ad, Description line 1 and Description line 2 columns (in the same row) as a guide since these represent your current ad.Expanded Text Ads
  3. Delete the Ad, Description line 1, Description line 2 and Display URL values from the same row.
  4. Go to the Ad Type column and change “Text ad” to “Expanded text ad”Expanded Text Ads
  5. Repeat steps 2, 3 and 4 for each expanded text ad you want to create. NOTE: If you are new to this process, it will be best if you try and add only one expanded text ad the first time. In this case, you should just delete all rows other than the row you just edited.
  6. Save the file as a CSV

Import Your New Ads

  1. In your AdWords account, click the Campaigns menu, then click on the Ads tab
  2. Click Edit > Upload Spreadsheet
  3. Choose the file you saved and click Upload and PreviewExpanded Text Ads
  4. Google will now show you the number of ads that will be added. This should be the no. of new expanded text ads that you added in step 2 of the Make Changes section above. If there are any problems with the data you added, it will be shown in this box.Expanded Text Ads
  5. Click on Preview changes. Even if you had any errors in step 4 above, you should do this to determine exactly where the problems are.
  6. Verify that each expanded text ad is shown correctly in the previewExpanded Text Ads
  7. If everything looks good, click Approve changes to add your new ads. If you see any problems here, click Reject changes. Go back to your CSV file in Excel, fix the problems and then try again.


See also…

Bing Expanded Text Ads
Expanded Text Ads Results

  • expanded text ads
  • How To...
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