How Many Characters Can I Use in Google Ads?
A Comprehensive Guide by Milton Keynes Marketing
Google Ads is a powerful platform for digital marketing, allowing businesses to reach their target audiences effectively. One of the key aspects of creating successful ad campaigns is understanding the character limits imposed by Google.
Knowing these restrictions ensures your ads are compliant, compelling, and optimised for better performance. In this article, we will explore detailed character limits for all primary Google Ads components and provide practical tips for maximising your ad impact.
The Character Limits in Google Ads: An Overview
Why Are Character Limits Important?
Stick within the character limits to ensure your ads display correctly without truncation. Exceeding limits can lead to incomplete messages or disapproved ads, affecting your campaign’s effectiveness.
Furthermore, concise messaging resonates better with viewers, improving click-through rates. Understanding limits helps you craft clear, engaging adverts that fit within consumer attention spans.
Types of Google Ads and Their Character Restrictions
Google Ads supports various ad formats, including Search Ads, Display Ads, Responsive Ads, and Video Ads. Each format has specific character allowances.
1. Search Ads
2. Display Ads
3. Responsive Ads
4. Video Ads
Within these categories, different components of an ad have varying character restrictions that we will examine below.
Character Limits for Google Search Ads
Headlines
Each Search Ad can include up to three headlines.
- Headline 1: Up to 30 characters
- Headline 2: Up to 30 characters
- Headline 3: Up to 30 characters
Google typically displays the first two headlines, but including a third optimises your ad for various placements.
Descriptions
- Description 1: Up to 90 characters
- Description 2: Up to 90 characters
Descriptions provide additional details to entice users and should be crafted within the character limits for maximum clarity and impact.
Final URL and Tracking Templates
The display URL path usually comprises two optional paths, each up to 15 characters, which can be customised to better reflect landing pages.
Final URL
The full destination URL can be up to 2048 characters.
Character Limits for Google Display Ads
Design Considerations for Display Ads
Display Ads often include images and text. The text components, however, have strict character limits similar to Search Ads.
Headlines
- Short Headline: Up to 30 characters
- Long Headline: Up to 90 characters (optional)
Description
- Up to 90 characters
Additional Text Fields in Display Ads
Some ad formats include optional fields for supplementary information, subject to their own character limits.
Responsive Ads Character Limits
Responsive Search and Display Ads
Responsive ads automatically adjust size, appearance, and format to fit available ad spaces, with flexible text components.
Headlines
- Up to 15 headlines, each with a maximum of 30 characters
Descriptions
- Up to 4 descriptions, each with a maximum of 90 characters
The platform tests different combinations for optimal performance, so diversity and clarity are encouraged within character limits.
Character Limits for Video Ads
Video Script and Text Overlays
Video ads aren’t constrained by character limits in the same way as text ads but rely on visual and spoken content.
However, any overlay text or call-to-action within a video should be concise, typically under 40 characters for effective readability.
Best Practices for Staying Within Character Limits
Be Concise and Clear
Use straightforward language that communicates your message directly. Avoid unnecessary jargon or filler words.
Focus on Value
Highlight key benefits or unique selling points within limited characters to attract attention.
Use Strong Calls to Action
Encourage clicks with clear instructions like “Buy Now”, “Learn More”, or “Get Your Free Quote”.
Test Multiple Variations
Creating multiple ad copies within character limits allows for A/B testing to identify the most effective messaging.
Leverage Ad Extensions
Use sitelinks, callouts, and structured snippets to add additional information without exceeding main ad character limits.
Conclusion
Understanding the character restrictions across Google Ads formats is essential for creating effective campaigns. Adhering to these limits ensures your adverts display correctly and perform optimally.
By crafting compelling, concise messages within the specified limits, your business in Milton Keynes can maximise its advertising ROI and reach more local customers.
Frequently Asked Questions (FAQs)
- What is the maximum number of characters allowed in a Google Search Ad headline?
Up to 30 characters per headline, with three headlines possible. - How many characters can I include in a Google Ad description?
Up to 90 characters each, for two description lines. - Can I customise the display URL paths within character limits?
Yes, each path can be up to 15 characters, and the full URL can be up to 2048 characters. - Are there character limits for responsive ad headlines?
Yes, up to 30 characters per headline, with up to 15 headlines supported. - What are the character limits for Google Display Ads?
Short headlines: 30 characters; Long headlines: 90 characters; Description: 90 characters. - How much text can I include in a Google Video Ad?
Text overlays should be concise, ideally under 40 characters. - Can I include special characters within the character limits?
Yes, but excessive use may affect readability and display issues. - How do character limits affect ad performance?
Concise, clear ads are more engaging and likely to generate clicks; exceeding limits can lead to disapproval or truncation. - Can I create long-form ads within Google Ads?
While some ad formats support longer copy, most text components are limited to optimise for platform constraints.
For a free consultation please contact us through our Milton Keynes PPC agency