Google has officially begun rolling out expanded text ads. The extra long ads with double headlines could be seen showing across devices Tuesday morning. The launch comes along with the availability of device bidding and responsive display ads for native that were first announced at Google Performance Summit in May.
Expanded Text Ads will run with standard ads initially
As Sundeep Jain, who oversees text ads at Google, told the audience at SMX Advanced in June, existing standard ads will continue to run alongside expanded text ads (ETAs) for several months.
As of October 26, 2016, however, advertisers will no longer be able to create or upload standard text ads. Google has not set a date for when standard ads will no longer run with ETAs, but Jain noted advertisers should have sufficient time to test standard and expanded ad formats against each other to ensure they are properly using ETAs.
In other words, the expectation is that advertisers will run A/B tests with standards and expanded text ads for a period.
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