Expanded Text Ad
Fast track (Summarised definition)
Deprecated Google Ads format that previously featured expanded headline and description space, now replaced by Responsive Search Ads, representing historical evolution of search advertising formats toward more flexible and automated ad creation.
Full lap (Full definition)
Expanded Text Ad represents a deprecated Google Ads format that previously featured expanded headline and description space compared to earlier standard text advertisements, now replaced by Responsive Search Ads as Google transitioned toward more flexible and automated advertising formats that optimise performance through machine learning.
The importance of understanding Expanded Text Ads lies in search advertising evolution and transition planning for businesses managing existing campaigns. While no longer available for new campaign creation since June 2022, existing Expanded Text Ads continue running, requiring strategic planning for migration to current advertising formats and understanding of search advertising development.
Expanded Text Ad structure previously included up to three headlines (30 characters each), two descriptions (90 characters each), and display URL customisation that provided comprehensive messaging capabilities whilst maintaining search relevance across diverse queries and competitive environments before format discontinuation.
Expanded Text Ad transition involved Google's shift toward Responsive Search Ads, which provide greater flexibility through multiple headline and description options that enable machine learning optimisation based on search queries, user behaviour, and performance data for improved advertising effectiveness.
Expanded Text Ad migration strategies encompass performance analysis, content adaptation, and systematic transition to Responsive Search Ads that leverage existing ad copy whilst utilising new format capabilities for enhanced performance and automated optimisation across diverse search scenarios and audience segments.
Search advertising evolution demonstrates Google's focus on automation, machine learning, and responsive formats that adapt to user behaviour and search context whilst providing advertisers with improved performance through systematic optimisation and flexible content delivery.
For businesses managing Google Ads campaigns, understanding Expanded Text Ad deprecation proves essential for strategic planning and campaign optimisation. Effective transition to current advertising formats enables continued search advertising success whilst leveraging modern capabilities for improved performance through responsive advertising formats that adapt to changing search behaviour and competitive environments.