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List of Character Limits – Google Adwords

For Expanded Text Ads with Ad Extensions

In 2016, Google Announced the launch, and eventual changeover, to an Expanded Text Ad format. The change gave the ads a little boost in clickable real estate and a longer description. Here are some answers to some faq’s I get about the Expanded Text Ad format and Ad Extensions.

  • Expanded Text Ads are the basic format for text based search ads on Google’s Search Network.
    The ads can show on mobile and desktop (and variations in the display network).
  • Character limits apply to the standard elements of the ad and to the Ad Extension.
  • Ad Extension are optional features to extend information in the ad.

The following image is generated using a ad preview tool to show how the various Ad Extensions show up on an Expanded Text Ad, and the character limit list is located below. Note, that the ad above the phone is a desktop 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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