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AdWords to Eliminate Standard Text Ads in 2017

On January 31, 2017, Google AdWords will make a full switch to its ad format. Expanded text ads will be your only option within the platform—standard text ads will no longer be available.

This change means that advertisers will have to meet the new requirements of the expanded text ads (ETAs), including new character limits. Two benefits of the ETA are that the ads are much larger than standard text ads (nearly 50% more ad text space). Additionally they offer greater opportunity to tailor ads based on the user.

AdWords will continue to serve already-existing standard text ads after the 31st, but advertisers will be unable to edit those ads from that date going forward.