It’s going to be a busy summer ahead for AdWords advertisers, as the collection of new features continues to roll out. Device bid adjustments are finally with us, display ads are responsive and now text ads have changed forever.

That’s right, Google has officially launched expanded text ads (ETAs) – a chunkier kind of ad for the future of paid advertising. So let’s get ready to start experimenting with ETAs and testing them in the wild!


ETAs will replace standard ads

Expanded text ads will initially run alongside standard ads. You’ll still be able to create standard text ads until October 26, but after that ETAs will be your only option. It’s not clear how long existing standard ads will continue to run after the deadline but ETAs will be replacing them at some point in the near future.

Which means all your text ads will soon make the following visual transformation:


Here’s what Google has to say about the new ad format:


“Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50% more ad text for you to highlight your products and services.”


Google previously said it saw a drastic increase in click-through rates during tests but that doesn’t tell us much. Larger ads should get more clicks than smaller, if all other things are equal. That won’t be the case when all ads are ETAs, though – and ads further down the pack could even suffer a drop in clicks.

This is all speculation, of course, but now is the time to start testing and building your own data on ETA performance.

A big help will be that AdWords Editor, the AdWords API and a range of third party tools already support expanded text ads. So at least the management and implementation of them will be as smooth as possible. Even still, there’s a lot to play around with here – so get your lab hat on and start testing ETAs now!