AdWords Extended Text Ads are already among us

AdWords Extended Text Ads are already among us

25th July 2016

Several different sources confirmed to me that the new extended format for AdWords text ads has been extensively tested in the past months and their final release to all advertisers is imminent.

Ads will pass from the current 25 characters title + 2 lines of 35 characters to 2 headlines of 30 characters each + 80 of descriptive text to better fit the overwhelming mobile queries numbers. The new Extended Text Ads should appear like these:


Quite different, isn’it? But do not panic, if you can’t see them yet in your account you can already test the new format via API or with

The first tests show an increased 20% CTR and in the images below you can find some more details on how to set them up.

2 x 30 characters headlines (click to enlarge)
eta-stateofdigital- description
80 characters description (click to enlarge)
2 x 15 characters URL paths (click to enlarge)

Source: James Svoboda at SMX Advanced Seattle

ETA were just one of several other important innovation announced by Google at GPS 2016 last May. Among the others there were:

  • the return to individual bidding adjustment for desktop, mobile and tablet (not globally available yet);
  • new local ads formats (promoted pins have already been partially released) accompanied with the announcement that in store visits tracking via machine learning will become a substantial part of local search experience (with increasing accuracy – they claim 99%);
  • an expansion of Google Dispaly Network to new “cross-exchange inventory” placements and the coming of similar audiences + demographic targeting for Search Network;
  • a free version of Google Data Studio with a 5 reports limits (now available only in the US, to be released to other markets), new functionalities for the integration between AdWords & Analytics and voice activated data mining commands in GA 360.
  • a new global AdWords redesign (which will be automatic with no manual upgrade or migration), no launch date given, but if you do not see it before Christmas shopping season, it is likely you could expect to see it later on in 2017).

Besides all these new toys coming to AdWords, if you already have Expanded Text Ads active in your account let us know what are your first impressions and data feedback.




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Freelance AdWords & CRO professional, Gianpaolo is among the first Italian web marketing professionals and ideated ADworld Experience, one of the largest PPC events in the world.
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