Titles

What is a paid search ad?

On major search platforms like Google, Bing, and Yahoo, paid ads are typically shown above and below organic search results. They include three main components — a title (or headline), display URL, and description text — all of which convince users to click. Text ads can also include ad extensions to expand your ad with additional information.

Title

The ad title or headline is the first thing noticeable because it has the largest text so incorporating relevant keywords draws more attention from high-intent searchers. The three major search engines allow two headlines, each up to 30 characters (however, on Yahoo, if you choose only one headline, the character limit is 50).

This Google search for “content marketing platform” presented these two ads:

Notice how the second ad’s headline is more optimized than the first one. It’s more relevant to the search query (with the entire search phrase in the title), and it contains two calls-to-action (“learn” and “get started”).

Google recently made changes to text ads so that we have more room to convey your message to customers. Now, you can:

• Add a third headline
• Add a second description
• Use up to 90 characters for each description

https://support.google.com/google-ads/answer/1704389?hl=en