Upgrade to expanded text ads
Expanded text ads provide more space for your ad text and are designed for optimal performance on mobile devices. To take advantage of the benefits of this new format, we recommend that you update your existing text ads to expanded text ads. There’s no cost to do so.
Expanded text ads
Expanded text ads are similar to the text ads that you’re used to, but with a few key differences.
Expanded text ads have three headline fields. The first two headline fields are required, while the third is optional. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline. The headlines will appear next to each other, separated by a vertical pipe (“|”). Depending on the size of your potential customer’s screen, they may wrap to a second line. The third headline can appear more often on wide mobile devices.
Expanded text ads also have two 90-character description fields, giving you more control over your ad’s messaging.
The domain of your display URL is based on your final URL domain. Google Ads will use the domain from your final URL and show it as your ad’s display URL. For example, if your final URL is www.example.com/outdoor/hiking/shoes, your ad’s display URL will show as www.example.com.
The display URL can include two optional “Path” fields. You can combine your display URL with up to two new optional ”Path” fields. These fields are added to the display URL after your website’s domain, so you can add text that will help people who see your ad get a better sense of where they’ll be taken when they click it. The text you put in the path fields doesn’t necessarily have to be part of your website’s URL, but it should be related to the content on your landing page. So if your final URL is www.example.com/outdoor/hiking/shoes, you might want your path text to be “Hiking” and “Shoes” so your ad’s display URL is www.example.com/Hiking/Shoes.
Expanded text ads are mobile-optimized. A preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad.
Use the right ad extensions for mobile
Ad extensions allow you to show extra business information with your ad, like an address, phone number, or links to specific pages on your website. These extensions help make your ads more prominent and appealing for customers on mobile.
There’s no cost to use ad extensions, although you’re charged as usual for clicks on your ad.
Follow best practices for writing effective mobile ads
To connect with potential customers on mobile devices, your ads should be relevant, compelling, and informational. Let’s recap some best practices for writing a successful mobile ad:
Grab attention with compelling headlines: Your headline is what people see first. It’s the clickable and most prominent part of your mobile ad, so focus on making it relevant and appealing. Try including your keywords so people will know right away that your ad is relevant to what they’re looking for.
Use a strong call-to-action: A strong, clear call-to-action tells mobile visitors what to expect and encourages them to perform the action you want them to take. Use strong verbs like Buy, Call Today, Order, Sign Up, or Get A Quote. By choosing the right action phrase, you’ll avoid having to pay for clicks that are less likely to result in business for you.
Make the most of your description text: Highlight what makes your business unique and why you have what customers are looking for. Emphasize your key selling points (service, reliability, wide selection, exclusive products, specific prices or promotions, etc.) that set you apart from competitors.
Rotate multiple ad variations: If you have more than one ad in an ad group, Google Ads will automatically start showing the better-performing ones by default. We recommend having 2 to 4 different ads, each with varying headlines or description text.
Make sure your mobile landing page matches your ad
Your mobile landing page plays a big part in turning clicks into customers. When someone clicks your ad, they expect to land on a page that’s relevant to what they saw in your ad. If they don’t immediately find what they expect, they’re more likely to leave your site.
Choose a mobile landing page that mirrors the call-to-action in your ad text and provides a clear path to take that action, such as purchasing a specific product or filling out a form. Any promotions or special offers promised in your ad should be prominently featured on your landing page.
The connection between your mobile ad and landing page is the bridge between a potential customer and the action you want them to take. Are you driving customers toward the same action in both places? Are you emphasizing the same selling points? The stronger the connection between your ad and landing page, the better your chances of getting results.
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