Welcome!
Welcome to the Marin Software Support Center. We're glad you're here. Here's what you can look forward to:
  • Real-time search so you can find what you need faster than ever.
  • Easy-to-follow video guides for our most popular articles.
  • Interactive simulations and Live Screenshots to make learning easy.
  • Regular content updates to ensure every word you read is accurate and up-to-date.

Search Publishers

Home > English > Search Publishers > Microsoft Advertising > How To Articles: Microsoft Advertising > Microsoft Advertising Expanded Text Ads

Microsoft Advertising Expanded Text Ads

Introduction

An Expanded Text Ad (ETA) is an expanded ad format with two title fields and support for upgraded URLs. They provide more content than Standard Text Ads (STAs), giving you more space to encourage clicks and conversions. Well-crafted ETAs generally see better click through rates than standard text ads. 

At-a-glance

  • Three headlines
  • Two descriptions
  • More characters per field
  • Upgraded URLs

Comparison Matrix

The table below compares the latest Microsoft Advertising ExTA format with the legacy Standard Text Ad and Expanded Text Ad formats. 
 

Marin Field

Text Ad

Expanded Text Ad

ETA Improvement (ExTA)

Headline 1

25 chars

30 chars

30 chars

Headline 2

N/A

30 chars

30 chars

Headline 3

N/A

N/A

30 chars

Description

71 chars

80 chars

90 chars

Description 2

N/A

N/A

90 chars

Destination URL

1024 chars

N/A

N/A

Display URL

35 chars, manual entry

Automatic extraction from Final URL + Nav1 & Nav2

Automatic extraction from Final URL + Nav1 & Nav2

Display URL Nav 1

N/A

15 chars

15 chars

Display URL Nav 2

N/A

15 chars

15 chars

Device Preference: Mobile

True / False

N/A

N/A

Platform Support For Microsoft Advertising Expanded Text Ads (ETAs)


Below we'll outline the specific Platform support for Microsoft Advertising's ETAs.

Sync

Expanded Text Ads that are created in Microsoft Advertising and are active will automatically be synced into the Platform each night. ETAs with no ad spend (paused) can be brought into Marin by syncing a campaign or group that contains ETAs. Expanded Text ads will sync into the Platform even if you have not yet migrated any portion of your accounts in Marin to Upgraded URLs. 

Bulk Creation

We recommend that you fully migrate to Microsoft Advertising Upgraded URLs before using Expanded Text Ads. If you have not started using Upgraded URLs, please contact your Platform representative. Attempting to create ETAs without using Upgraded URLs first will result in an error message since Microsoft Advertising ETAs use Landing Pages (rather than Destination URLs). 
 

Account

Campaign

Group

Creative Type

Headline

Headline 2

Description

Landing Page

Display URL Nav 1

Display URL Nav 2

Example Account

Example Campaign

Example Group

Expanded Text 

Example Headline 1

Example Headline 2

This is my new description

https://www.example.com

Clothing

 

Single Create/Edit

Navigate to the Creatives tab and click the Plus + button. In the drop-down Creative Type menu, select Expanded Text. Editing an Expanded Text Ad is similar in many ways to Standard Text Ads. If you want to change the default ad type from ‘standard text’ to ‘expanded text,’ you can file a request with your Platform representative.

Additional Notes


  • If you are still using Standard Text Ads, you will receive the error Microsoft Advertising Error: Creating or updating ads of this type is not allowed. In order to resolve, you will need to switch to Expanded Text Ads. 
  • As of July 31st, 2017, Microsoft Advertising Ads has ended support for creating and editing existing STAs. You can now only create and edit Expanded Text Ads, however, all of your existing Standard Text Ads will continue to serve alongside expanded text ads for the foreseeable future, though you may start to see some deprecated features over time. For example, Sitelinks are no longer supported for Standard Text Ads and custom parameters will not be appended.

 

 

 

Last modified

Tags

Classifications

This page has no classifications.

 

wiki.page("Internal/Mindtouch_Launch_Sandbox/js.cookie.js")