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New Google AdWords Ad Format (Expanded Text Ads) Explained In 6 Bullets

The Google AdWords format is about to change as google announces that their AdWords advertising platform will experience another significant change in the coming weeks. After removing the AdWords ads on the right column of the search results earlier this year, on May 24, 2016 Google announced that it would enlarge the text length of ads.

These expanded text ads will need some adjustments on your Google AdWords account. My Little Big Web explains in six bullets what this is going to mean for your AdWords advertising.

1.    140 characters instead of 95 characters on Google AdWords

Google AdWords currently have the following format on many accounts:

  • Title line: 25 characters
  • Two description lines: 35 characters each (70 characters total)
  • Display URL: 35 characters

Ad texts have 95 total characters (including spaces) to date, not counting the URL. In a few weeks advertisers will no longer be limited to 95 characters, but rather 140 characters (like on Twitter).

The new format is as follows:

  • Two title lines: 30 characters each (60 characters in total)
  • One single description line: 80 characters
  • One display URL:the domain name will be automatically taken from the final URL

If you’re not a member of AdWords advertising, this change may seem insignificant. But believe me it can be frustrating when you can’t add a word such as “relocation” in the title of your ads aimed at customers interested in moving, as this word is already 10 characters.

The new ads will have the following appearances on computers:

In this way, Google continues to optimize its mobile platforms. Just like removing the ads on the right column, the goal is to improve navigation for all smartphone users.

2.    Importance of the title

The first 4 AdWords ads on the search results page take on a more important location on Google. Is this bad news for organic SEO? We can’t yet know, but it is certain that the advertising and SEO specialists will have to adjust to this new format.

With these additional characters, Google puts clear emphasis on ad titles. With twice the available space, advertisers will have to focus on their titles to ensure they are sufficiently snappy enough to attract the most clicks possible.

The description line will always be important but having performance titles will definitely increase your chances of improving the quality of your ads.

3.    Creating new ads

This change will provide advertisers with an opportunity to test new ads on AdWords. Make sure to include clear “call to action” statements based off the needs of your audience. Matt Lawson from Google advises that you show users what you can offer them, such as promotions, so people feel that they are getting something special by choosing you.

It’s essential to take advantage of the new 140-character limit by providing clear information. Adding a new title line simply won’t cut it; you have to take this opportunity to be creative and to make new, high performance ads.

4.    Ad extensions

 Although ads take up more space on Google, it’s important to continue using ad extensions so that your AdWords advertisements carry more weight. Ad extensions allow you to add additional links and information, so you can take up even more space on Google without paying extra. Additionally, these extensions tend to increase your CTR (click-through rate).

So feel free to use at least 4 of the following extensions (if not all of them) so that Google AdWords has choices when displaying your ads:

  • Sitelink extensions
  • Location extensions
  • Call extensions
  • Application extensions
  • Review extensions
  • Callout extensions
  • Structured Snippet extensions
  • Price extensions

5.    Display URL

A slight change took place at the display URL level, now you have to add the domain manually. The domain name will now be automatically inserted on the platform.

As you can see from the picture below, the Google AdWords Editor interface has the following appearance for the large text ads format


The above fields are the “directories” of a website whose names are customizable on the platform. So if a florist creates a Google AdWords ad to promote their discounted red roses, the display URL might be:

The custom fields can contain up to 15 characters, so feel free to use them to include your keywords, for example.

6.    Click-through-rate (CRT)

These longer ads may increase the CTR of your AdWords ads. In fact, primary reports have found that the click-through rate increases by 20% with these new ads. With longer ads and more space taken up on Google, it’s not surprising to see this click-through rate increase, especially when ad extensions are also used.


The new Google AdWords ad format should be rolling out by September 2016 for all advertising accounts. Once this new AdWords format is available on your advertising accounts, do not waste any time before using it. Indeed, standard ads will be obsolete and cannot be used after October 26th, 2016.

Finally, this is surely not the last addition to the famous platform; the Google team is currently working on a brand new interface that should hit AdWords accounts by 2017.

Here’s the first glimpse provided by Google in March 2016:


Make sure to stay on top of all the news with My Little Big Web, as AdWords advertising never stops evolving.

Don’t hesitate to contacts us at 514 572 7758 or via our contact form if you’d like to talk to speak with an expert who can answer all your questions.


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.