Unveiling Google’s Enhanced Text Ad Format

Unveiling Google’s Enhanced Text Ad Format: A Game-Changer in Digital Advertising

April 18, 2024

Introduction to Google’s Enhanced Text Ad Format

Google’s recent update to its text ad format marks a significant milestone in the realm of online advertising, representing the most substantial change in the past 15 years. Unlike ad extensions, which provide additional information to customers, the expanded text ad format increases the space allotted for advertisements above Google’s organic listings.

Understanding the Changes:

Previously, Google allowed only 2 headlines at 30 characters each and 1 description line at 80 characters. However, in August 2018, they introduced a new format that grants businesses more room to convey their products, services, and value proposition effectively.

The revamped format now permits up to 3 headlines at 30 characters each and 2 description lines at 90 characters each. While these expanded ad texts are optional, the 93% increase in character count presents a valuable opportunity to drive qualified traffic to websites. This significant alteration aims to enhance click-through rates (CTR) through paid ads by allowing businesses to provide more comprehensive information and ancillary details in their advertisements.

Early studies conducted by Google reveal that these larger ads have yielded a 15% increase in clicks compared to older ad formats. Advertisers reported a 20% surge in their CTR following the implementation of these Expanded Text Ads (ETA).

Crafting High-Performing Expanded Text Ads:

  1. Ensure Relevance to Search Queries:

It is crucial to include relevant keywords in ads that align with what potential customers are searching for. Structuring themed ad groups ensures that all ads within the group are pertinent to each other. Incorporating the relevant keyword in both the headline and advertisement enhances the ad’s visibility, as these keywords appear bolded when customers search for them.

  1. Highlight Benefits Over Features:

Instead of focusing solely on product or service features, emphasize the benefits in ads. Customers are more likely to engage with ads that offer solutions to their needs or desires. Converting product or service features into benefits can attract consumers and appeal to them at a deeper level in the buying cycle.

  1. Utilize Emotional Triggers:

Emotional triggers such as curiosity, joy, or empathy can significantly impact CTR. Targeting customers’ emotions can create a meaningful connection and build trust and loyalty. Whether adopting a positive or negative approach, leveraging emotional triggers in ad copy can resonate with customers and drive action.

  1. Leverage Ad Extensions:

Make full use of ad extensions to convey unique selling points and increase visibility in Search Engine Results Pages (SERPs). Ad extensions offer an opportunity to showcase what sets your business apart and provide additional information to consumers at no extra cost.

  1. Prioritize Headline 1:

Since headline 1 is the first thing searchers read, it plays a crucial role in creating an initial impression. Crafting headline 1 strategically with the most important information can entice searchers to continue reading, thereby increasing CTR. Following the principles of uniqueness, specificity, urgency, and usefulness can enhance the effectiveness of headline 1.

Pro-tip: To avoid headline truncation, limit the character count to 33 characters across headlines 1 and 2.


Google’s expanded text ad format represents a significant opportunity for businesses to enhance their online advertising efforts. By leveraging the increased character limit and following best practices for crafting compelling ad copy, businesses can drive higher click-through rates, improve engagement, and ultimately achieve their marketing objectives effectively in the competitive digital landscape.

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