Google Extends Deadlines for Expanded Text Ads

The standard ad format of 25/35/35 characters had been the norm since AdWords was introduced in 2000. The change to standard ad text with Google’s expanded text ads, introduced this past July, may be the largest change to AdWords in 16 years! Google’s new expanded text ads are 50% larger than standard text ads. They have been available to advertisers since July, and some are already seeing great success with them, however, some are still learning how they work.

Initially, there was a deadline of October 26 where standard text ads could no longer be used. However, this short transition timeline was stressful and many small and large advertisers realized that the October 26 deadline would mean adjusting to an unfamiliar new ad format right during the middle of their holiday seasons in November and December. Gratefully, Google seemed to be sensitive to advertiser concerns. In an effort to accommodate everyone, and make sure everyone has time to learn the ins and outs; Google is extending the deadline to January 31, 2017.

After January 31, you will no longer be able to create or edit standard text ads. If you want to create a text ad, it will have to be in the form of an expanded text ad. Though you won’t be able to create or edit them, standard text ads will continue to be served after January 31.

Here are a few suggestions from Google to improve your ad quality:

• Test multiple versions of your expanded text ads.
• Focus your testing on headlines.
• Replicate what works in standard text ads in your expanded text ads.
• Leave your standard text ads running until the new versions are consistently outperforming them.
• Review your pre-existing ads for previous success with longer headlines.
• Don’t implement the same expanded text ad across many different ad groups.
• Don’t blindly insert a new second headline without changing the rest of the ad.
• Don’t write expanded text ads that lose their relevance to a user’s query.
• Don’t leave out specific benefits or attributes of your product that proved to be enticing in the past.