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About text ads

Text ads on the Search Network show above and below Google search results. A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL, and description text.

Comprehensive Insurance - Protect Yourself on a Budget
Ad www.example.com/insurance
Get affordable & trustworthy insurance. 10% discount on all online quotes.
Headline
Display URL
Description
 

Headline

People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of two headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a dash "-" and may show differently based on the device someone is using when they view your ad.

Display URL

The display URL, usually in green, shows your website address. This display URL is made up of the domain from your final URL and the text in the optional ”Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact language of your display URL. 

Description

Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”

Length limits

Field Max length
Headline 1 30 characters
Headline 2 30 characters
Description 80 characters
Path (2) 15 characters each

In expanded text ads, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as two towards the limit instead of one.

To see what your ads look like on the Google search results page without affecting your ad statistics, use the Ad Preview and Diagnosis tool.

Tip

You can provide more information about your business, like its location, phone number, or additional deep links into your website, by adding extensions to your text ads. Learn more about ad extensions

You can also use dynamic text to customize your ad to each person. Learn more about how to create text ads with customized text

Using special characters with your ads

Most non-English characters, including tildes, umlauts, and cedillas, will appear correctly in your ads, including within the display URL.

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