Google Ads Assets, Descriptions, Headlines and more!

Creating an effective Google Ad requires understanding the various components, character limits, and best practices. Here’s a breakdown of essential elements and recommendations.

Need help with your Google Ads? Contact us here.

Asset	Max Characters
Headline	30
Description	90
Path	15

Text Ads:

• Headline 1: Up to 30 characters (min. 4). Suggested: Compelling, benefit-driven, keyword-rich.
• Headline 2: Up to 30 characters (min. 4). Suggested: Expands on Headline 1, adds location/call to action (CTA).
• Description 1: Up to 90 characters (min. 60). Suggested: Unique selling proposition (USP), include relevant keywords.
• Description 2: Up to 90 characters (optional). Suggested: Further information, offer, or CTA.
• Path 1: Up to 15 characters (min. 5). Suggested: Short, descriptive of landing page content.
• Path 2: Up to 15 characters (optional). Suggested: Alternate pathway within landing page.

Display Ads:

• Image/Video: High-quality visuals relevant to your ad and target audience. Google recommends resolutions of 1200x600px for images and 1920x1080px for videos.
• Headline: Up to 30 characters (min. 4). Suggested: Similar to text ads, focus on benefits and keywords.
• Description: Up to 90 characters (min. 60). Suggested: Expand on headline, include CTA.
• Call to Action (CTA): Up to 15 characters (min. 5). Suggested: Clear, action-oriented (“Shop Now”, “Learn More”).
• Display URL: Up to 15 characters (min. 5). Suggested: Matches landing page URL, includes keywords.

Need help with your Google Ads Structure? Check out our guide here

General Requirements:

• Grammar and Punctuation: Use proper grammar, punctuation, and capitalization.
• Spelling and Accuracy: Ensure all information is accurate and free of typos.
• Relevance: Ads should be relevant to your target audience and keywords.
• Landing Page Quality: Landing page should match ad content and offer a positive user experience.
• Negative Keywords: Use negative keywords to exclude irrelevant searches.

Tips and Best Practices:

• Test and Experiment: Don’t be afraid to try different ad elements and combinations to see what works best.
• Focus on Benefits: Highlight the benefits your product or service offers to users.
• Use Strong CTAs: Tell users exactly what you want them to do.
• Mobile Optimization: Ensure ads are optimized for mobile devices.
• Track and Analyze: Monitor your ad performance and make adjustments as needed.

Additional Notes:

• You can include up to 4 descriptions with text ads, but 2 is generally recommended.
• Display ads offer various formats like image, video, carousel, etc., choose the one that best suits your goals.
• Ad extensions like sitelinks, call extensions, and location extensions can be added for increased visibility and functionality.

In the competitive world of Google Ads, your ad copy is the difference between catching a potential customer’s eye and getting lost in the crowd. Think of your Google Ads headlines and descriptions as your digital storefront – they need to be compelling and informative. Ad Strength, a metric provided by Google, highlights the potential impact of your copy with higher scores indicating a greater chance of success. Remember, even small adjustments to your copy can significantly impact click-through rates and overall performance.

Here’s why high-quality copy matters:

• Visibility: Strong headlines and descriptions that utilize relevant keywords can improve your ad ranking, making your ads more visible to your target audience.
• Click-Through Rate (CTR): Enticing descriptions and clear calls to action encourage users to click through to your website.
• Conversions: Relevant copy that aligns with what customers are searching for drives more conversions.
• Ad Strength Guidance: This score provides helpful feedback on your copy, highlighting areas for improvement.

Always be testing! Split-testing different headlines, descriptions, and leveraging Google Ads asset limits allows you to continually refine your messaging for maximum impact.