AdWords Editor updated to support expanded text ads

Good news for paid search managers working to get expanded text ads implemented. A day after rolling out expanded text ads globally, Google released an update to AdWords Editor that supports the longer ads.

If you already have AdWords Editor installed, you’ll be prompted to update to version 11.5 the next time you open it. There is a new expanded text ads (ETA)section under Ads in the left navigation, located above the original Text ads setup area. The layout looks like this:

Google encourages advertisers to test ETAs against their existing text ads for a period before migrating completely to the new format. However, standard text ads will no longer be accepted after October 26.

Mobile URLs instead of Mobile Preferred Ads

Instead of setting up separate Mobile Preferred ads, ETAs only allow advertisers to set a separate final mobile URL. That means there is no way to create distinct mobile messaging unless you set up separate mobile campaign, which will now be feasible as device bidding rolls out.

If you try to just set a final mobile URL, you’ll get an error telling you to set a final URL.

Other new features in AWE 11.5

In addition to supporting expanded text ads, the new version of AdWords Editor supports:

1. Better Advanced Search — This isn’t a splashy update, but it’s a big improvement (This is one area where Bing Ads Editor has outshined AWE.)
2. Creating and editing structured snippet extensions
3. Adding and editing mobile app engagement ads for Android apps
4. The ability to post changes from multiple accounts simultaneously, upload a CSV to multiple accounts or download information from multiple accounts to one CSV file.