As explained in a reminder on Google+, standard text ads will still be available on Google, however the company is disconnecting advertisers’ ability to edit or add new text ads using the function – instead, they will have to use expanded text ads.
Google explains: “Expanded text ads are the next generation of text ads, designed for a mobile-first world with both users and advertisers in mind.
“Expanded text ads give advertisers additional control over their messaging, and provide users with more information before they click your ad.
“Like text ads, expanded text ads are available on both the Google Search Network and the Google Display Network, and are supported by all the AdWords tools that currently support text ads.
“Ad extensions (both automatic and manual) are fully compatible with expanded text ads too.”
In Google’s guide to expanded text ads, the company explains a number of key differences to the layout of AdWords.
These include: two headline fields of up to 30 characters each, one description field of up to 80 characters, a new URL display and two optional “path” fields.
Advertisers should also be aware of changes to the edit menu, which will now enable them to select multiple ads and pause, enable or remove them, as well as edit multiple text ads at any one time.
Google also gives a few hints and tips for advertisers using expanded ads, advising them to really think about the message of their ad as a whole, rather than just adding in a second headline to ads they already have.
The company also suggests that advertisers use the character limits wisely, spend more time thinking about strong headlines and use ad extensions like deep links into websites to improve ad performance.
Find out more about Google’s expanded text ads here.