Ginny Marvin says, “Advertisers scrambling to figure out how to optimize expanded text ads and those that have procrastinated even getting started with them are apparently in good company and will be relieved to know Google has extended the transition period for expanded text ads.

Google will continue to accept new traditional text ads through January 31, 2017, not October 26 asannounced in July with the general release of the new ad format.

After January 31, existing standard text ads will continue to run with expanded text ads, but advertisers will not be able to edit or create standard ads.

With Tuesday’s announcement, Google also issued a set of suggested best practices for testing expanded text ads:

  • Test multiple versions of your expanded text ads. Try different approaches with the new space your ads now have. Shoot for 3–5 new ads per ad group. Advertisers who test multiple creatives see better performance.
  • Focus your testing on headlines. Headlines are the most important parts of your ads, and you now have an extra line to experiment with”.

Google bumps Expanded Text Ad deadline to January 31, 2017

Search Engine Land

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