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Expanded text ads are optimized for the screen sizes of the most popular smartphones. They feature two headlines, each with 30 characters, and one long 80-character description line. It’s a lot more space for you to highlight your products and services.

As you make the transition from standard text ads to expanded text ads, there are a couple of things to keep in mind.
+ Test multiple versions of expanded text ads,
+ Remember lessons learned from standard text ads,
+ Focus your ad tests on your headlines,
+ Leave your standard ads running.

Take Advantage


When taking advantage of expanded text ads, you’ll want to follow these guidelines:
+ Create ad text that appeals to users across devices,
+ Use your character limits, and
+ Focus on your headlines

Writind

As you adjust to the new mechanics of expanded text ads, there are certain things to consider when writing your ad copy itself.
Namely, you want to show value to a user without coming across as pushy. But how can you do that?
+ Rethink your entire ad creative,
+ Craft messaging that focuses on user needs and benefits, and
+ Avoid generic sales language in your ads.
» Tanpa Label » Message and Bid

Message and Bid

Match the Message and Bid to the Moment - Google Best Practices:
In this video, we’re going to to talk about matching the message and bid to the moment. It covers three things:
+ Use both text and image ads in multiple sizes and formats
+ Use Gmail ads
+ Automate your bids

Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/4kq9Xp

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TRANSCRIPT:

00:06
- Hello world, welcome to our ongoing video series on the Google Display Network. My name is Tran Ngo, and I'm a product marketing manager here at Google focused on Display Best Practices. In this video, we're going to talk about matching the message and bid to the moment. I'll be covering three things.
+ First, use both text and image ads in multiple sizes and formats.
+ Second, use Gmail Ads.
+ Third, automate your bids.

00:36
First, advertisers who actively use both text and image ads on average see up to 40% more conversions without increasing cost per acquisition. The more image sizes you provide, the more placements you can fill on the Google Display Network. If you decide to include the five most popular image sizes, we'll automatically re-size them to fit 95% of the placements on the Google Display Network. Keep in mind that uploading additional ad sizes should drive better performance.

01:09
Second, use Gmail Ads to reach audiences in places where the spend a lot of time, their inboxes. We recommend you create a separate campaign for this ad format, apply creative learnings from past email marketing campaigns, and review past performance reports to see what subject lines or copy worked well.

01:31
Lastly, automate your bids. It saves times and improves performance. We recommend for you to optimize your display campaigns using target cost per acquisition, or target return on ad spend.

01:44
So, let's recap on how to match the message and bid to the moment:
+First, use both text and image ads in multiple sizes and formats.
+ Second, use Gmail Ads.
+ Third, automate your bids.

Thanks for watching and tune into the rest of our video series on how to make the most of the Google Display Network.

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Setup

A well-written ad is only one component of the ad unit that competes in the auction. There are several steps you can take to give your expanded text ads the best possible chance at success. Three things that can make your ads more appealing: ad extensions, keyword insertion and ad customizers

Test and Optimizeation

Well-written ad creative starts out as great only in theory. It’s up to your actual performance to see what users respond to.
It’s important to establish a robust testing and optimization process.
Do that through three key steps:
+ Test and iterate your ad creative,
+ Focus your testing efforts on high-value campaigns, and
+ Evaluate your ad rotation settings.
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