Expanded text ads (ETAs), introduced at the 2016 Google Summit and now the default ad format in Google Ads, offer advertisers more space to communicate their message.

This expanded format lets us provide more detail about our offerings. However, it also requires adapting old best practices to effectively utilize the additional 50 characters. Based on extensive testing over the past two months, we’ve identified seven best practices for creating impactful expanded text ads.

Here’s a visual overview of our recommendations:

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Let’s explore these best practices in detail:

1. Create Fresh Ads: Leverage Extra Space for New Information, Avoid Simply Adding a Second Headline.

It might be tempting to just add a second headline to your existing ads. However, this approach often results in using more words without conveying any new information.

Simply adding another headline doesn’t necessarily enhance the ad’s effectiveness. While expanded text ads generally lead to a 28% CTR increase, merely adding a second headline can actually decrease CTR.

When crafting new expanded text ads, utilize the additional space to complement your existing offers and calls to action. Strive to include more value propositions than you could with the previous 95-character limit.

Consider this example of an old format ad:

By embracing the expanded format and focusing on the product’s unique selling points, appealing to user emotions, and testing new calls to action, we can create something like this:

One of our clients, Namely, implemented complete ad rewrites, resulting in a significant improvement. Here’s an example of an old ad:

And the revised Expanded Text Ad:

The outcome is impressive – the new ads achieved a CTR 400% higher than the old ones!

2. Prioritize Key Messaging in Headlines.

While the 80-character description field is the largest in expanded text ads, headlines still hold the most weight in influencing CTR.

Focus your ad copy testing efforts primarily on the headlines to identify those that drive the highest CTR. You can even employ Microsoft Ads IF functions to tailor copy for different user segments within a single ad. Remember that Google’s ad policies regarding headline content still apply, including the restriction on exclamation points.

3. Headline #1 Reigns Supreme.

Similar to Responsive Search Ads, control over headline display is not absolute. While both headlines can be up to 30 characters, the display of the second headline can vary. It might extend the first headline:

It might appear after a line break:

Or it might be truncated:

Use the Ad Preview tool to see how Google might display (or not display) your second headline. However, since there’s no guarantee of consistent display, avoid placing crucial information like your call to action in headline 2.

4. Don’t Immediately Pause Old Ads.

While expanded text ads are eligible to show constantly for all keywords, don’t rush to pause your old ads. As with all things in paid search, new doesn’t automatically equate to better performance. Some advertisers initially experienced lower CTRs with expanded text ads compared to their older counterparts.

When implementing expanded text ads, run them alongside your old ads. If they don’t outperform the old ads, continue experimenting. Once their performance consistently surpasses the old ads, you can then pause the traditional format ads.

5. Ensure Ads Resonate Across All Devices.

With over half of Google searches originating from mobile devices, crafting ads that cater to users across desktop, mobile, and tablet is crucial. Expanded text ads are served across all devices, 90% of whom will use multiple devices before reaching their intended destination.

Previously, advertisers could create mobile-preferred ads. However, expanded text ads lack device preference, so the same message appears on all devices. Even with existing mobile-preferred ads, expanded text ads can still show on mobile SERPs, so ensure your offer and call to action are suitable and functional across all devices.

6. Integrate Top Keywords into Path Fields.

Expanded text ads automatically use your final URL’s domain for the display URL, eliminating the need to specify it repeatedly. However, you can optionally add up to two 15-character path fields to your display URL.

While optional, utilizing these fields is highly recommended. They reassure searchers that your ad leads to a landing page aligned with their interests, potentially boosting CTR and CVR. Moreover, including a relevant keyword in your display URL’s path enhances its relevance to user searches, potentially improving Quality Score and lowering CPC.

7. Refresh Your Ad Extensions.

Ad extensions have been instrumental in showcasing alternative offers and highlighting key value propositions that don’t fit within the ad copy. They can significantly enhance CTR and Quality Score.

However, as you transition to expanded text ads and provide more information within the ad itself, your old ad extensions might become redundant. Google won’t display ad extensions that merely repeat information already present in your ads. Therefore, as you update your ads, refresh your ad extensions with new, unique content to complement your expanded ads.

Embrace Google’s expanded text ads, but remember to invest in crafting compelling ad copy. As we continue testing, we’ll share more best practices on our blog. What do your top-performing expanded text ads look like?

7 Expanded Text Ad Best Practices: A Recap

1. Craft fresh ads
2. Highlight your most crucial message in the headlines
3. Prioritize Headline #1 over Headline #2
4. Don’t immediately discontinue your old ads
5. Create ads that cater to users across all devices
6. Include your primary keywords in the path fields
7. Update your ad extensions