What are the character limits for Google Ads text ads?
Google Ads text ads are the cornerstone of any successful online advertising campaign. These short text ads, which appear on Google search pages and Google Display Network (GDN) sites, can help you reach your audience quickly and cost-effectively. In order to ensure that your text ads appear in the best possible format and to maximize their impact, it is important to understand the character limits for Google Ads text ads.
The character limits set by Google Ads determine the length of text that you can enter into your text ad. There are several elements to consider when creating a text ad, such as the headline, description, and display URL. Each element has its own set of character limits, and these limits vary depending on the ad format. Additionally, different kinds of special characters such as exclamation marks count as 2 characters each.
Google Ads gives a lot of importance to the use of keywords in text ads. Keywords are what make your ad visible and relevant for your target audience, and by understanding the character limits of each element in a text ad, you can ensure that you use your keywords as effectively as possible. Character limits also assist you in creating concise, to-the-point ads that are more likely to be read and clicked.
By understanding the character limits for Google Ads text ads, you can create compelling text ads that make the most of your ad budget. You can make sure that your keywords are used in the best possible way, and you can ensure that your ad is seen by your target audience. This enables you to get the most out of your ad budget while also increasing the chances of conversions.
Table of Contents
1. Maximum Character Count – What is the maximum character count for all text ads?
2. Display URL vs Destination URL – What are the character limits for each individual URL related to an ad?
3. Headlines and Descriptions – What are the character limits for the headline and description components of the text ad?
4. Ad Extensions – How many characters are available to describe and use ad extensions in the text ad format?
5. Mobile Ads – How are the character limits for text ads interpreted on mobile devices and platforms?
6. Legacy Ads – Are there any special character rules or limits for legacy ads?
7. FAQs
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Maximum Character Count
The maximum character count for all text ads is 90 characters per line. This includes the headline, the two description lines, and the display URL. If the ad is longer than this, some characters may be cut off. Google Ads does not allow text ads to exceed 90 total characters.
The display URL and the destination URL have different character limits. The display URL should include the full domain, suffix, and other additional letters and numbers. It cannot be longer than 35 characters. The destination URL should be less than 1024 characters. The full URL should be included, including the “http://” portion.
When it comes to headlines and descriptions, headlines should not be longer than 30 characters. The two description lines should not contain more than 80 characters combined.
Google allows ad extensions to be used in the text ad format. These are additional features to the ad, such as 1-800 numbers or location extensions. Depending on the type of ad extension used, the character limit may vary.
For mobile ads, the character limits are interpreted differently. Since mobile devices are often smaller, the text ad may take up more of the available space. Therefore, Google will automatically truncate the text ad so it fits on the user’s device.
Legacy ads, or text ads that were created prior to the introduction of expanded text ads, have their own special character rules. Legacy ads have two 25-character headlines, plus two 35-character description fields. This is a total of 95 characters, which exceeded the 90-character cap for regular text ads. Therefore, legacy ads are allowed to exceed the 90-character limit.
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Display URL vs Destination URL
Having an effective advertising strategy with the right text ad is an essential part of any digital marketing campaign. Knowing the character limits for the text ad can be beneficial in crafting concise, informative ads that attracts the right kind of attention and garner the desired results.
The character limits for each individual URL, also known as the Display URL and Destination URL, must be taken into account in the crafting of the text ad. A display URL is the text in the ad that user’s view, while a destination URL is the address that the user is directed to when they click the ad. The display URL should be no more than 35 characters and must accurately reflect the destination URL; for example, this means that the domain should be the same for both the display and destination URL. The total character limit of the URL must stay within the overall text ad character limit of 90 characters.
Lastly, the destination URL should not exceed the general character limit of 1,024 characters, including characters for tracking parameters. In order for the URL to be considered valid, the presence of ‘http://’ or a similar prefix is not required.
Google Ads Text Ads have a maximum character count of 90. They are comprised of headline, description, a display URL and a destination URL. The maximum character count for the display URL is 35 characters; the destination URL should not exceed a maximum of 1,024 characters, including characters for tracking parameters. The presence of ‘http://’ or a similar prefix is not required for the URL to be valid.
Headlines and Descriptions
Headlines and descriptions are two of the most important components of a text ad. The headline should be attractive and eye-catching, and the description should provide additional information about the product or service being advertised. The character limits for the headline and description components of the text ad are as follows: Headlines can be up to 30 characters long, and the description can be up to 90 characters long. This gives advertisers the opportunity to craft well-thought-out and detailed ads that appeal to their target audience.
For mobile ads, the character limits are interpreted differently. Mobile ads have a headline limit of 25 characters and a description limit of only 80 characters. This allows the ad to fit in a smaller space, making it easier to read on smaller screens. Legacy ads also have special character limits and rules. Legacy ads have a headline limit of 25 characters and a description limit of 70 characters. This allows legacy ads to fit in the smaller space of a traditional print ad.
Overall, the character limits for text ads can vary depending on the type of ad and the platform it is running on. It is important for advertisers to understand these character limits in order to create effective and attractive ads that capture their target audience’s attention.
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Ad Extensions
Ad extensions are an important part of Google Ads text ads. Ad extensions let advertisers display additional information about their products and services to enhance their ad’s performance. Ad extensions are also used to indicate to customers that they are eligible for a discount, or to direct customers to particular sections of an advertiser’s website. Ad extensions are limited to a maximum of 35 characters, including spaces. Advertisers need to use this space efficiently to ensure that consumers understand the message they are trying to communicate with their ad extensions.
What are the character limits for Google Ads text ads? Google Ads text ads have a maximum character limit of 35 characters for headlines, 90 characters for the description and 35 characters for ad extensions. Legacy ads, which were used in older Google Ads formats, may not work with the new character limits. For ads that appear on mobile devices, the character limits for the headline and description are slightly reduced. Ads for mobile devices have a maximum character limit of 25 characters for the headline and 90 characters for the description.
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Mobile Ads
Google Ads text ads have different character limits when displayed on mobile devices and platforms. In general, the mobile character limits are shorter than the regular character limits due to the smaller size of the mobile display of ads. For example, the maximum character count on mobile devices is only 25 characters, compared to the 90 characters that are allowed for text ads on desktops.
For the headlines of an ad, both the desktop and mobile versions have the same 25-character limit, but the description line is slightly different. On desktop, the description line can have up to 90 characters, but this is reduced to 35 characters on mobile devices. The display URL and destination URL are both limited to 15 characters, but the actual URL recommended for mobile devices should be shorter than 35 characters to ensure visibility on the smaller screens of mobile devices.
Finally, the ad extensions allowed for text ads are slightly different on mobile devices and desktops. On desktop, the character limits for ad extensions can range from 2-47 characters depending on the particular type, while the character limits on mobile devices are generally shorter than those found on desktops. For example, the character limit for call-outs is 25 characters for desktop text ads, while it is only 15 characters for mobile text ads.
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Legacy Ads
Legacy ads, also known as third-party ads, refer to those that contain text or images specifically provided by an external source. These ads must conform to certain rules and character limits in order to be accepted by the platform. Legacy ads must generally follow the same character limits as other text ads, such as the ones listed for headlines and descriptions above. However, these ads may have additional limitations on the number of images, the size of images, or the specific format of the ad content. For example, some legacy ads may only contain a logo and a headline, whereas others may need to also have space allotted for a description or any additional images.
When creating a legacy ad, it is important to adhere to the character limit and formatting requirements of the platform. For Google Ads, character limits are set to ensure ads are concise and clear while also allowing them to be optimally presented regardless of device or platform. All legacy ads must follow the character limits listed respectively for headlines and descriptions above.
FAQS – What are the character limits for Google Ads text ads?
Q1. What is the maximum character limit for Google Ads text ads?
A1. The maximum character limit for Google Ads text ads is 30 characters for the headline, 90 characters for description line 1, 90 characters for description line 2, and 15 characters for the path field.
Q2. Is there a limit to how many characters I can include in my headline?
A2. Yes, the maximum character limit for the headline is 30 characters.
Q3. How many characters can I use for the description lines?
A3. The maximum character limit for the description line 1 and description line 2 is 90 characters each.
Q4. Do I need to limit my keywords to a certain number of characters?
A4. No, keywords don’t have a set character limit. However, it’s best to keep keywords as concise as possible.
Q5. What is the character limit for the display URL?
A5. The character limit for the display URL is 35 characters.
Q6. Is there a character limit for the path field?
A6. Yes, the character limit for the path field is 15 characters.
Q7. How many characters am I allowed to include in each of my ad extensions?
A7. For sitelink extensions, the character limit is 25 characters per headline and 35 characters per description. For call extensions, the character limit is 18 characters per call text.
Q8. Does the character limit include spaces when calculating ad length?
A8. Yes, spaces are included when calculating the character limit for each ad field.
Q9. Are there any other restrictions I should consider when constructing my ad?
A9. Yes, Google Ads’s Editorial Guidelines limit the content of ads and keywords. It’s important to adhere to the guidelines when writing your ad to ensure its acceptance by Google Ads.
Q10. Can I test different versions of my text ads to see what performs best?
A10. Yes, you can use A/B testing to test different versions of your ads to see which one performs best.
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