The BIG List: PPC Text Ad Character Limits

Several years ago, I put together a BIG List of PPC Image Ad Sizes. This post stemmed from many questions from both the Clix team and clients about what image dimensions were needed for each channel.

Since then, we have continued to get the same question about ad character limits.

I love making sure my clients’ overall marketing messages are portrayed in our ads, but it’s always a pain when there are too many 10-letter words to fit in a 25 character headline.

Google Ads

Responsive search ads

  • At least 3 (can have more) headlines – 30 characters each
  • At least 2 (up to 4) descriptions – 90 characters each

Expanded text ads

  • At least 2 (up to 3) headlines – 30 characters each
  • 2 description lines – 90 characters each

Expanded dynamic search ads

  • Dynamically generated headline based on landing page/search query
  • 2 description lines – 90 characters each

Dynamic search ads

  • 2 description lines – 35 characters each

Mobile app install ads

  • Headline – 25 characters
  • 2 description lines – 35 characters
  • Select Apple App Store or Google Play
  • Landscape image
    • Interstitial ads
      • Mobile sizes: 300×250, 320×480 and 480×320
      • Tablet sizes: 1024×768, 768×1024
    • Banner ads
      • 320×50, 468×60, 728×90, 300×250

Image app installs

  • Select Apple App Store or Google Play
    • Interstitial ads
      • Mobile sizes: 300×250, 320×480 and 480×320
      • Tablet sizes: 1024×768, 768×1024
    • Banner ads
      • 320×50, 468×60, 728×90, 300×250

Responsive display ads

  • Short Headlines – At least 1 but up to 5 – 30 characters max
  • Long Headlines – 90 characters max
  • Descriptions – At least 1 but up to 5 – 90 characters max
  • Landscape: If you choose the upload option, keep in mind that your landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. The file size limit is 5MB.
  • Square: If you choose the upload option, keep in mind that your square (1:1) image should be greater than 300 x 300. The file size limit is 5MB.
    Logo (optional, but up to 5 recommended). If you choose the upload option, keep in mind that your logo should be square (1:1) and should be 128 x 128 or greater. The recommended size for the square logo is 1200 x 1200. For best rendering, it is also recommended to add a landscape (4:1) logo, which should be 512 x 128 or greater. The recommended size for the landscape logo is 1200 x 300. For all your logos, a transparent background is best, but only if the logo is centered. The file size limit is 5MB.
  • Avoid text. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally—up to 5% on each side.

Gmail ads

  • Headline – 25 characters
  • Description – 90 characters
  • Subject – 25 characters
  • Teaser description – 90 charcters
  • Call-to-action – 15 characters
  • Accent color – hex code
  • Logo – minimum size 144px x 144px / maximum size 150 KB / aspect ratio 1:1

YouTube

Bing Ads

Ad Style Policies

Search Ads

  • 2 Headlines (called Titles by Bing) 30 characters each including spaces.
  • Ad text: 80 characters including spaces.
  • Paths: 15 characters each (50 characters if using dynamic text)
  • Final URL: 2048 characters
  • Mobile URL: 2048 characters
  • Tracking Template: 2048 characters
  • Mobile Ads: A combined total of at least three words is required in the ad title and ad text. Ads with two or fewer words are not allowed.

Audience Network Ads

  • Wide image (1.91:1 / JPEG or PNG /1200×628 / Max size 300 KB)
  • Square image (1:1 / JPEG or PNG / 1200×1200 / 300 KB)
  • Short headline – 25 characters max
  • Long headline – 90 characters max
  • Ad text – 90 characters max
  • Business name – 25 characters max

Facebook

Ads Guide available here

Single image

  • Text: 125 characters
  • File type: jpg or png
  • Image ratio: 9:16 to 16:9
  • Recommended resolution: Upload the highest resolution image available.
  • Images that consist of more than 20% text may experience reduced delivery.

Single image for lead ads/event responses/offers

  • Headline: 25 characters
  • Link description: 30 characters
  • Recommended resolution: at least 1,200 x 628px
  • Images cropped to 1.91:1

Video

  • Upload the highest resolution source video available without letter or pillar boxing (No black bars). Most file types are supported. However, we recommend H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • View a chart of the different video requirements across ad placements.
  • Video Ratio: 9:16 to 16:9
  • Recommended Resolution: Upload the highest resolution video available that meets file size and ratio limits.
  • Video File Size: 4GB Max
  • Video Length Minimum: 1 second
  • Video Length Maximum: 240 Minutes
  • Video Captions: Optional but recommended
  • Video Sound: Optional but recommended
  • Text: 125 characters
  • Video thumbnail images that consist of more than 20% text may experience reduced delivery. Learn more about text in images.
  • Vertical videos (with aspect ratio taller than 2:3) may be masked to 2:3

Video for event responses/lead ads/offers

  • Headline: 25 characters
  • Link Description: 30 characters

Carousel ads

  • Minimum number of cards: 2
  • Maximum number of cards: 10
  • Image file type: jpg or png
  • Video file type: Supported file formats
  • Video maximum file size: 4GB
  • Video length: up to 240 minutes
  • Image maximum file size: 30MB
  • Recommended resolution: at least 1080 x 1080px
  • Recommended ratio: 1:1
  • Text: 125 characters
  • Headline: 40 characters
  • Link Description: 20 characters
  • Images that consist of more than 20% text may experience reduced delivery

LinkedIn

Advertising specifications for Sponsored Content

Text ads

  • Headline – 25 character limit (including spaces)
  • Description – 75 character limit (including spaces)
  • Optional 50×50 image

Direct Sponsored Content

  • Introductory text (above image) – 150 characters max to avoid truncation
  • URLs longer than 23 characters are automatically shortened and must include the http:// or https:// prefix
  • Headline – 70 characters max to avoid truncation
  • Image:
    • Thumbnail size – 1.91:1 (1200x627px)
    • Image must be more than 400 px in width
    • Manual image upload max weight: 5MB
    • Recommended PPI – 72
    • Mansual image upload supported types: JPG/GIF/PNG
    • Animated GIFs not accepted

Sponsored InMail

  • Sender’s Name: 30 characters maximum (including spaces and punctuations)
  • Subject Line: 60 characters maximum (including spaces and punctuations)
  • Body Copy: 1500 characters maximum (including spaces and punctuations)
  • Clickable Links: 3 links maximum
  • Hyperlinked Text In Body: 70 characters maximum (including spaces and punctuations)
  • Call-to-Action (CTA) Button Copy: 20 characters maximum (including spaces)
  • URL in Hyperlink or CTA Button: no restriction
  • Custom T&Cs: 2500 characters maximum (including spaces and punctuations)
  • 300×250 Banner Ad
    • File Type: .jpg, .gif (non animated), or .png (no flash)
    • Maximum file size: 40kb
    • Click-through URL

Video

  • Intro text – 150 characters or less including landing page URL
  • Ad Headline – 70 characters or less
  • Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long)
  • Layout: Horizontal (vertical videos are not supported)
  • File size: Between 75 KB and 200 MB
  • File format: MP4
  • Frame rate: Less than 30 FPS (frames per second)
  • Pixel and aspect ratio requirements:
    • 360p (480 x 360; wide 640 x 360)
    • 480p (640 x 480)
    • 720p (960 x 720; wide 1280 x 720)
    • 1080p (1440 x 1080; wide 1920 x 1080)
    • Audio format: AAC or MPEG4
    • Audio size: Less than 64KHz

Quora Ads

Quora Ads Policies

  • Headline Sentence: Maximum of 65 characters
  • Body Text: Maximum of 105 characters
  • Use proper English grammar, capitalization and punctuation.
  • Include a single space between sentences.
  • For additional information on other image policies and ad guidelines, visit the link above.

Twitter

Twitter advertiser creative specifications

Plain text Tweet

  • 280 characters maximum
  • Each link used reduces character count by 24 characters, leaving 256 characters for Tweet copy

For specific image sizes and video file sizes, visit the link above.

Did we miss something you’d like included? Please let us know below!

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