EDIT – I just recounted the characters and it is indeed 30 characters instead of the 31 I initially claimed. However, it’s still 5 more characters than Google will admit to allowing!
This is another follow up of my original post “How to Exceed the 25-Character Limit for Titles in Google AdWords” and the first follow up post “UPDATE: Google Responds to My Inquiry About AdWords Ads with Titles Longer Than the 25-Character Limit.” After emailing the official AdWords support team and providing them with the screenshot below clearly showing four examples of ads with 30-character titles for a single search query, they are still playing dumb and not providing any reasonable answers.
Here’s their most recent response:
Thank you for reporting an ad that possibly violates one of our policies. Please know that ads in our program are reviewed per our advertising guidelines. While we make every effort to ensure that ads which may violate our policies do not run prior to review, it’s possible that some ads run on Google before our AdWords Specialists check them.
We assure you that we are working diligently to apply the same criteria to all of our ads. We will investigate this matter and, will take the appropriate action.
Thank you for informing us of your concern, and we appreciate your understanding.
This has nothing to do with “ads possibly violating one of the AdWords policies”, but rather Google violating its own strict guidelines of a maximum of 25-character titles. The official Google AdWords Help site (http://adwords.google.com/support/bin/answer.py?hl=en&answer=6095) specifically states that a maximum of 25 characters are allowed for Ad Titles:
Ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL.
Another page on the official Google AdWords Help site about using dynamic keyword insertion (http://adwords.google.com/support/bin/answer.py?hl=en&answer=74996) specifically states that if the keyword searched would cause a title longer than 25 characters, the default text would be used:
“In the following example of an incorrect use of the default text, the keyword motorola silver razor could cause a title longer than 25 characters, so the default text is used instead.”
Simply put, this is no longer true, regardless of whether Google will admit it or not. Google will display AdWords ads with dynamic keyword insertion titles longer than 25 characters and up to 30 characters. I have absolutely no problem with the fact that Google is displaying ads with longer titles to match the keywords queried to boost relevancy for the searcher, advertiser and Google, but I definitely have a problem with Google not being completely transparent about these practices.
Here are my questions I would like Google to answer for me:
1. Can you confirm that Google is displaying AdWords ads with titles longer than 25 characters? If so, why is this the case? When are you going to change your official guidelines?
2. How long has Google been displaying ad titles longer than 25 characters?
3. What is the criteria for displaying these longer ad titles? It obviously applies to Dynamic Keyword Insertion and bidding on the exact keywords, but I’ve noticed some of my competitors’ ads titles matching the exact keywords I am bidding on while my ad title reverts to the default. What gives?