About expanded text ads

Expanded text ads are designed to look great across all devices, including mobile devices. Because of this flexibility, expanded text ads don't support a device preference setting. To have more control over how often your ad appears across different devices, try device bid adjustments.

While you can't create expanded text ads within your Display campaigns, you can copy an existing one from a Search campaign.

Also, consider using responsive ads instead of expanded text ads for your Display Network campaigns. Responsive ads can show as several different formats – including text ads – helping you reach people better across apps and sites on the Google Display Network. Learn more

The headline fields for expanded text ads support up to 30 characters each. The description fields support 90 characters each, and the path fields can be up to 15 each. Each character in a double-width language like Korean, Japanese or Chinese counts as 2 characters towards these limits instead of one. Learn more about text ad requirements

In most scenarios, if your final URL has a subdomain, it will be added to your display URL. In rare scenarios, your subdomain may not be added to your display URL. For example, if your subdomain uses a trademarked term, your display URL may exclude your subdomain.

Usually when your ad shows, all the ad text that you’ve entered in the Headline 1, Headline 2 and Description 1 fields will show along with it. The third headline and second description fields are optional fields that can show when there's enough space, but they aren't guaranteed to always show. In some situations, Google Ads needs to shorten your text, usually with an ellipsis ('...'). For example:

• If you use call assets, the 'Call' button may take the place of some of your ad text.
• If your ad text frequently uses wider characters (like 'm') instead of narrower characters (like 'i'), your headline text may be wider than the space available for it on some browser sizes. With most Latin languages, you can avoid this by limiting your combined headline character count to 33 characters total.
• If your expanded text ads show on the Google Display Network, Headline 2 may not show in some ad formats.

If you have text that should appear in every ad (such as a legal disclaimer), then you must include that information in either the Headline 1, Headline 2 or Description 1 fields.

Automated longer ad headlines automatically move the display URL and parts of the ad description to the headline and separate them by an em dash '-' when they’re relevant and when space permits. Learn more about automated assets and how to remove them.

Expanded text ads give you options to have multiple headlines that are separated by a vertical pipe '|'. At this time, they don’t support automated longer ad headlines.

Your final URL (or landing page URL) reflects the page that the user ends up on after clicking your ads. Your display URL is the URL shown in green on your ad below the headline and above the description. It’s made up of the domain from your final URL plus any content that you’ve added in the ad’s path fields.

You can edit multiple text ads in bulk with bulk-editing. You can also select multiple ads and pause, enable or remove them through the 'Edit' menu.

Bulk-upload by spreadsheet is also available for expanded text ads. Learn more about bulk-uploading

If you received an error message when trying to save your ad, this typically means that the text in the ad has to be changed to meet one or more Google Ads policies. Here are some tips:

• Use the correct character limit for each field
• Check the proper use of punctuation and symbols
• Make sure that your ad text doesn't have incorrect grammar or spelling

Learn more about Google Ads editorial policies