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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.

Standard text ads
Budget Hotel
example.com
Clean and close to subway.
Students save 20%
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. In the example ad above, the word "budget" should get the attention of people who are searching for low-price hotels.

Display URL

The display URL, usually in green, shows your website address. It gives people an idea of where they'll go when they click your ad. This is different from the landing page URL, which is the URL that people will land on after they click your ad.

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

  Max length
(most languages)
Max length
(double-width* languages)
Headline: 25 characters 12 characters
Display URL: 35 characters 17 characters
Description line 1: 35 characters 17 characters
Description line 2**: 35 characters 17 characters

*Double-width languages include languages (like Chinese, Japanese, and Korean) with double-width characters.

**The text in description line 2 may appear differently on mobile. Learn more

Longer text ads

You can make longer text ads if you're targeting people in Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, or Uzbekistan. Learn more about longer text ads.

Expanded text ads
New Real Estate Rentals in NYC - Browse Apartments Online
example.com/NYC/Apartments
Photos, Floorplans, Pricing & More About
Apartments in New York City, NY
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. In the example ad above, the word "rentals" should get the attention of people who are searching for a place to stay long term. 

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

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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