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Migrate to Expanded Text Ads: Deadline extended

April 2020 update:

Considering the developing circumstances surrounding COVID-19, we’ve decided not to completely turn off Standard Text Ads, as originally discussed in the blog post below. You may start to see some decline in the volume of standard text ads, but Standard Text Ads will continue to serve as of April 1, 2020.

To help you complete your transition away from Standard Text Ads, our engineering team is planning to automatically create Expanded Text Ad variations of existing Standard Text Ads by adding a second title to ads in mixed ad groups and in ad groups with only Standard Text Ads. This change is planned to go live sometime in April, and you’ll begin to see notifications in the online experience that recommend upgrading to the automatically created Expanded Text Ads with a single click.

In March of 2017 we launched Expanded Text Ads (EXTAs) to help advertisers create larger and more engaging ads. Because expanded text ads have measurable performance advantages over standard ads, we strongly encouraged everyone to migrate to Expanded Text Ads back in April 2019.
For the last two years, standard text ads could not be created or edited — but they could still serve to searchers if they were currently active. In April, we announced that standard text ads would no longer serve after 2019. However, to give advertisers more time to migrate, we’re extending the deadline to March 31, 2020.

Please review our previous blog post to learn about migrating from Standard Text Ads to Expanded Text Ads, as well as from destination URLs to final URLs. You can also review frequently asked questions on Expanded Text Ads. For those with several campaigns, consider using our Editor tool that enables you to migrate to Expanded Text Ads in bulk.

Let us know your thoughts

For any questions or feedback regarding the migration process, we encourage you to reach out to your Microsoft Advertising account manager or contact Support. You can also ping us on Twitter, suggest a feature on the Microsoft Advertising Feature Suggestion Forum, or send us an email with your thoughts to