The ad text is the main component of a search ad. Search engines limit the characters in each line. There are also restrictions on what you are allowed to write in an advert. Here are some of the ditorial guidelines from Google AdWords:
• Heading: maximum of 25 characters
• Line 1: maximum of 35 characters
• Line 2: maximum of 35 characters
• Display URL: maximum of 35 characters
• No repeated exclamation marks.
• No word may be written in capitals only.
• No nonsense words may be used.
• No claims of ‘best’, ‘number one’ or superlatives may be used unless they can be verified by a reliable third-party source.
• Product numbers may be used.
• No phone numbers allowed in the copy.
• Heading: maximum of 25 characters
• Line 1: maximum of 35 characters
• Line 2: maximum of 35 characters
• Display URL: maximum of 35 characters
• No repeated exclamation marks.
• No word may be written in capitals only.
• No nonsense words may be used.
• No claims of ‘best’, ‘number one’ or superlatives may be used unless they can be verified by a reliable third-party source.
• Product numbers may be used.
• No phone numbers allowed in the copy.
