Updated: January 18th, 2024
Google announced the launch, and eventual changeover, to an Expanded Text Ad format in mid-2016. The Expanded Text Ads gave a boost to the clickable real-estate of the ad, and a longer description for more detail. If you haven’t updated your older ads, you’re missing an opportunity to increase your position and Click Through Rate. Here’s a little more information:
(See below for the character limits list)
- Expanded Text Ads are the basic format for text based search ads on Google’s Search Network.
- The ads will show slightly different from mobile and desktop (and variations on the Display Network).
- New character limits apply to the elements of the Expanded Text Ad.
- Ad Extension also carry their own unique character limits, which I’ve included below.
Character Limits for AdWords – Ads & Extensions
The following Google Ads character limits for Search (text), Display, and Extensions were updated August 22nd, 2018.
Ad Formats
Responsive Search Ad (appear in Google Search Results)
15 Headlines: 30 Characters
4 Descriptions: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters
Performance Max Ads
Display Responsive Ads
5 Headlines: 30 Characters
Long Headline: 90 Characters
Description: 90 Characters
Business Name: 25 Characters
Ad Extensions
Sitelink Extension
Link Text: 25 Characters
Description Line 1: 35 Characters
Description Line 2: 35 Characters
Callout Extension
Callout Text: 25 Characters
Structured Snippet
Value 1, 2, 3…: 25 Characters
Tools
The image below is generated using an ad preview tool. It shows how all the various Ad Extensions display on an Expanded Text Ad, and the character limits list is located below. Note, that the ad above the phone is the desktop view, and the ad in the device is a mobile view. This particular preview tool is located at: Expanded Text Ad Preview Tool Thanks guys at @karooya!
Want to learn More?
Google’s Best Practices for Effective Ads
https://support.google.com/adwords/answer/6167122
4 Responses
I am spending $950 a month with sepsis yellow pages which they have set me up on google but I am receiving less leads than someone spending $300/month please help!!!
Hi Mick, I wouldn’t be surprised about that. Google Ads can be targeted to reach someone when they’re in the moment of action, and there are lots of optimizing tactics to get an even better return. If you are looking for some help feel free to get in touch.
In addition to Karooya’s tool, here is a responsive search ad generator tool that shows up to 10 ad variations for previewing ads for your client.
https://www.ppcadeditor.com/responsive-ads-generator/
Let me know what you think!
Albert S
Nice one! Thanks!