How Google Search Ads Work
Google Search Ads on the Search Network show as text Ads above and below Google search results. It has three parts: headline text, a display URL, and description text. Text Ads can be used for promoting products, services, elections, and just about everything else pertaining to both local, national, or world wide advertising.
Headline
Headline text is the first and most important item to draw the viewer to the Ad, so consider including words that people may have entered in their Google search. Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe (“|”) 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 fields 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 |
| Headline 3 | 30 characters |
| Description 1 | 90 characters |
| Description 2 | 90 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
Google Search Ad Questions? Contact Us.
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