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Expanded Text Ads and What They Mean For You


Google is always making changes and announcing new features, and one of the latest that we’ve had our eye on is expanded text ads. In case you aren’t familiar with this new terminology, essentially what Google did was offer businesses more space to showcase information about their products and/or services in their pay-per-click (PPC) ads.

Below, we break down how expanded text ads differ from standard text ads:

  • Expanded text ads provide advertisers with more than double the headline space, plus additional space for their descriptions. With the new format, a business has two headlines that are each 30 characters long, instead of just 1 headline of 25 characters long. They also get a get a single description line of 80 characters, instead of two descriptions lines of 35 characters each. These changes allow businesses to add more text to their ads.

  • The display URL field now auto-extracts from the final URL.

  • There are up to 2 path fields, each with 15 characters available.

  • Expanded text ads are designed with all device types in mind, whereas previously a best practice was to have your desktop and mobile preference ads be separate.

The biggest takeaway in our eyes is that expanded text ads offer 50% more ad space for advertisers to promote their businesses! (Note that you will not be able to edit or add new standard text ads after January 31, 2017.)

So what does this mean for you and your business?

It means you now have the chance to display a longer message to potential customers, which also gives you the opportunity to be more creative. Take advantage of this! Now is the time to rethink your ad copy—make sure you’re appealing to your searchers’ needs while also promoting your business’ key selling points. And since this update is still relatively new, the sooner you get started, the better. You’ll certainly stand out amongst competitors who haven’t started utilizing expanded text ads yet.

Best Practices for Expanded Text Ads

Our PPC experts here at Scorpion have been preparing for the roll-out of Google’s expanded text ads, and here’s what we suggest doing:

  • Avoid generic language in your ad text. Remember, your ads should always be highly specific to your business and the keywords you’re going after, so take the time to craft your ad copy.

  • Be smart with your ads. Regardless of the type of ads you’re running, it’s so important to have a strategy behind what you’re doing. If you’re deciding where you should start implementing expanded text ads, we recommend prioritizing high-volume, high-value ad groups.

  • Leave it to the pros. While you can definitely create and manage your PPC ads yourself, we always recommend working with experienced professionals who are up-to-date on the latest changes in the industry. This can help you avoid mistakes that could potentially interfere with your campaign performance, therefore getting you the best returns possible.

Here at Scorpion, we don’t take a cookie-cutter approach to any of our online advertising campaigns. Our dedicated experts create custom campaigns for each client and then use hands-on optimization to help them achieve their business goals. Learn more about our PPC services!