This article discusses what a Search Engine Management (SEM) text ad is and the guidelines surrounding it
SEM Text Ads are the advertiser’s ads that appear on Search Engine Results Pages (SERP) when a consumer enters a keyword included in the advertiser’s SEM campaign.
Responsive search ads let you create an ad that adapts to show more text — and more relevant messages — to your customers. Multiple headlines and descriptions are added when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.
After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy. Unlike expanded text ads, you can provide up to 15 headlines and 4 descriptions for a single responsive search ad.
In any given ad, a maximum of 3 headlines and 2 descriptions will be selected to show in different combinations and orders. Part of your ad text may automatically appear in bold when it matches or closely matches a user's search query. By adapting your ad’s content to match potential customers’ search terms more closely, responsive search ads may improve your campaign’s performance.
Headline Text
Maximum length 30 characters
- Your text ad consists of two or three headlines where you can enter up to 30 characters each to promote your product or service. For a responsive search ad, Google will accept up to 15 headlines 30 characters each (whitespaces count as one character)
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The headlines are separated by a dash "-" or a vertical pipe ("|") and may show differently based on the device someone is using when they view your ad
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Assets can be shown in any order, so make sure they make sense individually or in combinations, and don't violate Google policies or local laws
Display URL
Maximum length 15 characters for each path
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The display URL shows the address of your website
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This gives people an idea of where they'll go when they click your ad
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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
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Your path text doesn’t have to match the exact language of your display URL
Description
Maximum length 90 characters
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Use the description to highlight details about your product or service
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It’s a good idea to include a “call to action” — the action you want your customer to take
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If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now"
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If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing"
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Assets can be shown in any order, so make sure they make sense individually or in combinations, and don't violate Google policies or local laws