Google Ads Character Limits

Adsbot Growth Team
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google ads character limit

 

Google Ads has a character limit of 30 for headlines, 90 for description lines, and 80 for a single description line. Responsive Search Ads have the same character limits as expanded text ads. For an expanded text ad, the Google Ads character limit has increased by 47%. With some changes in Google Ad text, we have the option to have one more headline with 30 characters and another line for description with 90 characters.

You will learn 3 main issues about Types of Keywords in this article:

  • What Is the Character Limit for Each Field in Google Ads?
  • How to Stay Within the Character Limits in Google Ads?
  • How Does Responsive Search Ad Impact Your Campaigns?

What Is the Character Limit for Each Field in Google Ads?

The character limit for Google Text Ads is currently:

  • 30 characters for each headline (of which you have the option to use 3)
  • 90 characters for each description line (of which you have the option to use 2)
  • The 35-character limit for the business name as display URL (when using automatic URL)
  • 2 paths of 15 characters each

You can see how it looks like on mobile devices and desktops:

Text ads on the Search Network are shown above and below the Search Engine Results Page (SERP). They are called Responsive Text Ads. Ad text has 3 parts: a display URL, 3 headlines, and 2 description lines. You can create 15 headlines and 4 descriptions for each ad to see which will work well in your ads. However, Google Search shows only 3 headlines and 2 descriptions maximum for an ad. 

You can see how Responsive Search Ad looks like in SERP:

Google ads currently have a character limit of 30 for headlines and 90 for description lines. This character limit is per line, so you can have multiple headlines and description lines in your ad. The recommended number of headlines is 15, and the recommended number of description lines is 4.

How to Stay Within the Character Limits in Google Ads?

When creating your ad, it’s essential to stay within the character limits to ensure maximum performance. For an expanded text ad, you can add up to two headlines of 30 characters each, a business name of 25, and up to two descriptions of 90 characters each. To ensure maximum performance, make sure your different headlines say something unique. Be informative, and spell out your value proposition to grab your audience’s attention.

It is important not to exceed these character limits offered by Google, but more importantly, is to use these character limits to the fullest. When Google offers such a usage area, highlighting the strengths and distinctive features of your product or service and making use of your keywords will increase your Quality Score in order to make the most of it. In this way, your ad can be at the top of the SERP, and click-through rates can be increased. A good click-through rate can help you control the budget and result in high conversions for clicks. As a result, Google increases your Quality Score and brings your ads to a more relevant audience.

However, Google Ad extensions also have a certain character limit. Google recommends adding 4 or more extensions to increase the Quality Score and make it easier for potential customers to find relevant content. These extensions mainly consist of sitelink, callout, structured snippet, and others suitable for advertisements such as location extensions, search extensions, and app extensions.

Sitelink text is limited to 25 characters in most languages, or 12 characters in double-width languages like Chinese, Japanese, and Korean. Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages like Chinese, Japanese, and Korean. Each snippet value has a 25-character limit. For mobile, it’s best to limit snippet text to less than 12 characters. Here is an example of a sitelink added when campaign creation Google Ads:

  • A headline text containing the URL of the final address that users want to reach 
  • 2 description texts containing what it consists of the final address

How Does Responsive Search Ad Impact Your Campaigns?

Expanded text ads show 2 30-character headlines and 1 80-character description field, while Responsive Search Ads display up to 3 30-character headlines and up to 2 90-character description fields simultaneously.

Expanded text ads provide more information about your products and services, enabling users to click on your ads. Expanded text ads are optimized for mobile screens. However, the appearance of these ads in desktop browsers is similar to the mobile screen.

Expanded text ads have two additional headline fields and one longer description field, giving you more control over the message you want to deliver. This change is designed to improve your click-through rate and conversion rate. However, the character limit of an expanded text ad has increased by 47% and with these changes in Google Ad text, we have the option to have one more headline with 30 characters and another line for description with 90 characters. Thus, it resembles a Responsive Search Ads.

Google announced that as of June 30, 2022, expanded text ads will no longer be created or edited. Expanded text ads will continue to run and report on the performance of these ads, but anyone can pause and resume their ads or remove them if deemed necessary. Google strongly recommends that you switch to Responsive Search Ads from now on. 

  • By creating Responsive Search Ads and flexible ads that adapt to device widths, you can have more room to share your message with potential customers.
  • While 3 headlines and 2 descriptions will be displayed, you can save time by providing multiple headline and description options and have Google Ads show your customers the most relevant combinations. Thus, Google optimizes your ads for potential customers who will be closely interested in your ads.
  • With Responsive Search Ads, you can customize your headlines and descriptions based on where your customers are, visit often or are interested in.
  • You can reach more potential customers with multiple headline and description options that give your ads the opportunity to compete in more auctions and match more queries.
  • Because Responsive Search Ads help you compete in more auctions, you can improve ad group performance by attracting additional clicks and conversions that your existing text ads aren’t capturing.

By following Google performance analyses, you can see which headlines and descriptions work better in the long run and shape your Google Ads optimization according to these insights.

 


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