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Character Limits – Text Ads & Extensions – Google Adwords (Updated)

About the New Character Limits for Expanded Text Ads

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.

The image below is generated using an ad preview tool to show 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. That preview tool is located at: Expanded Text Ad Preview Tool Thanks guys at @karooya!

Elements of a Google ad including extensions with desktop and mobile previews

Character Limits for AdWords Ads and Extensions

Expanded Text Ad
Headline 1: 30 Characters
Headline 2: 30 Characters
Description: 80 Characters
Path 1: 15 Characters
Path 2: 15 Characters

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

Want to learn More?

Google’s Best Practices for Effective Ads

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