Expanded text ads (ETAs) are a form of online advertising commonly used in pay-per-click (PPC) campaigns. They offer advertisers more space than standard text ads, allowing for more detailed and descriptive messaging. Expanded text ads are particularly important in platforms like Google Ads, allowing advertisers to deliver more information to users at the top of search engine results pages (SERPs).

Key Features of Expanded Text Ads

With ETAs, advertisers have more flexibility in their ad text to better capture user attention and improve ad performance. These ads consist of up to three headlines and two description lines, offering additional space to highlight product benefits, promotions, or call-to-actions.

• Headlines: Up to three headlines, each with a 30-character limit.
• Descriptions: Two description fields, each up to 90 characters.
• Display URL: An automatically generated URL based on the final landing page.
• Ad Path Fields: Customizable paths in the display URL for more targeted messaging.

Why Are Expanded Text Ads Important?

Expanded text ads provide several key advantages to marketers compared to traditional text ads. These ads allow businesses to provide more detailed information about their offerings, which in turn helps improve relevance and click-through rates (CTR). Let’s take a closer look at the benefits of using expanded text ads: 

• Increased visibility: With more space for content, ads are more likely to stand out on search results pages.
• Improved relevance: The expanded character limits allow advertisers to include more keywords and tailored messaging, leading to better alignment with user intent.
• Higher click-through rates: When users see more relevant information, they are more likely to click on an ad, improving campaign performance.

Expanded Text Ads Examples

Understanding how to craft effective expanded text ads (ETAs) can be easier with practical examples. Here are a few samples to demonstrate how to apply the principles discussed:

Example 1: E-Commerce Store

Headline 1: Trendy Summer Dresses
Headline 2: Shop Now - Up to 50% Off
Headline 3: Free Shipping on Orders Over $50
Description 1: Discover the latest styles in summer dresses at unbeatable prices. Explore our collection today!
Description 2: Enjoy up to 50% off your favorite dresses and get free shipping on all orders over $50. Shop now!

Example 2: Local Restaurant

Headline 1: Best Italian Pizza in Town
Headline 2: Authentic Recipes - Fresh Ingredients
Headline 3: Order Online for Pickup or Delivery
Description 1: Taste the best pizza made with authentic Italian recipes and fresh ingredients. Order now for quick pickup or delivery!
Description 2: Savor our delicious pizzas crafted with care. Enjoy a special discount on your first online order. Click to order!

Example 3: Digital Marketing Agency

Headline 1: Boost Your Online Visibility
Headline 2: Expert SEO & PPC Services
Headline 3: Get a Free Marketing Audit
Description 1: Drive more traffic and increase your ROI with our expert SEO and PPC services. Schedule a free marketing audit today!
Description 2: Maximize your online presence with our tailored strategies. Contact us for a complimentary audit and see the results!

How to Create Effective Expanded Text Ads

Creating a compelling expanded text ad requires understanding both the user’s search intent and the message you want to deliver. Here are some key tips for building successful ETAs:

Focus on Strong Headlines

Your headlines are the most prominent part of your ad, so use them to immediately grab attention. Ensure each headline includes relevant keywords and speaks directly to the user's needs. Highlight the unique benefits of your product or service to encourage engagement.

Write Clear and Compelling Descriptions

The two description fields are your opportunity to provide additional context. Use these fields to explain why users should choose your business over competitors. Consider adding a strong call to action to encourage conversions.

Add a Strong CTA

A clear and compelling CTA is essential for encouraging users to take the next step. Whether it’s “Buy Now,” “Learn More,” or “Get Started,” your CTA should be direct and aligned with your ad’s goal. 

Leverage Keywords

Incorporating keywords in both the ad text and display URL is essential for relevance. Ensure your ad reflects the search query by using keywords that match the user’s intent.

Test Different Variations

Test various combinations of headlines, descriptions, and call-to-action phrases to see what resonates best with your audience. Continuously optimize based on performance data to refine your expanded text ads.