Official: Google to roll out Expanded Text Ads for all devices in India

Expanded text ads are the next generation of the standard AdWords text ad. This new ad type provides longer, more controllable messaging in your ads. The expanded text ad also features:

Two headlines

This ad type has two headline fields. The second headline is concatenated to the first headline field,
separated by a dash. On mobile, the combined headline fields may wrap to a second line.

More characters

Both headlines contain 30 characters each, more than standard text ads. Double-width characters such as Chinese, Japanese, and Korean allow for 15 characters.

Expanded description

There is now a single description line with an expanded limit of 80 characters. Truncation and ellipsification have been minimized to make ad display more predictable.

URL customization

Instead of inputting a display URL for your ad, the URL is calculated from the landing page and path fields (path1 and path2), that indicate to a user where they will be directed on a click. Final URL and tracking URL behavior remain the same.

Here's an example ad for Interplanetary Cruises in the AdWords user interface, after being uploaded via the AdWords API.

The fields in this expanded text ad have the following values:

headlinePart1Cruise to Mars #12QjNuTP
headlinePart2Best Space Cruise Line
descriptionBuy your tickets now!

The new Google Ad format will have two longer headlines of up to 30 characters each and a longer description line of up to 80 characters now in India.

Screenshot from my Adword Account
The display URL can include up to two directory paths that advertisers can use to describe the landing page content. The paths do not have to match the landing page URL.

Here’s the rundown of what’s changing:

Image by

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