Note: In August 2018 Google announced an additional headline (Headline 3 – 30 characters) and description (Description 2 – 90 characters) will be available in extended text ads.


There are a number of key components to a Google expanded text Ad: Headline 1, Headline 2, Description, Display URL, Path (1/2) and Ad Extensions. We’ll break down each component and explain why they’re important.


Headline 1

Headlines are an important component of any ad, and Google expanded text ads are no different.

Your Headline 1 should grab the readers attention, be relevant to your Search Query and it’s always a good idea to test different variations.

Testing different ad variations is an essential part of building a successful campaign and a good place to start is with Headline 1. Try keeping your keyword in place to maintain relevancy, but test other adjectives within your headline.

Headline 2

Headline 2 maintains a strong first line position, and while it may not be as important as Headline 1, it’s still up there with the best.

Here you can add a strong call to action, your offer, special feature, etc.

Description 1

The description is the largest space in your ad, allowing up to 90 characters. It’s a perfect space for including features and benefits of your product or service. Don’t forget to include your call to action.


Path 1 & 2

Every Google expanded text ad allows for 2 paths. These are simply “add ons” to your display URL and they’re a perfect spot to include your keywords.

Each path has a character limit of 15.

Display URL

The display URL is taken from your ads’ final URL (the landing page you’re sending users to). It will display the root domain, alongside your 2 chosen paths.


Ad Extensions

Ad extensions are a great way to make your ads look bigger and better. They’re simply extensions to your ads and provide you with a number of different options to display more information about your business, service or product.

Some of the options for Ad extensions include:

  • Sitelinks
  • Callouts
  • Call Extensions
  • Location Extensions
  • Price Extensions
  • Review Extensions
  • Structured Snippets

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