Contextual advertising consists of ad groups. These groups include: keywords, ads, quick links, clarifications and much more. Everything that the user sees when entering their request in the search bar. Their competent composition determines the effectiveness of the entire campaign. Yandex.Direct and Google Ads impose a number of technical restrictions on advertising. In this article, we will talk about the limits for ads in contextual advertising and tell you how to make your ads stand out from your competitors’ campaigns.
General restrictions for text ads
Setting up contextual advertising begins with creating a campaign and ad groups for it. Keyword(s) are selecte for the groups. Based on Limits for them, ads are create for each direction.
For example, a real estate agency decided to set up contextual advertising in Yandex.Direct . It should cover several niches: houses, apartments, rooms. In this case, one campaign is creat, which is divid into several ad groups for each Limits for niche (houses, apartments, rooms). Each group has its own keys: urgently sell a house, buy a house inexpensively, etc.
Text ads are the basis of the campaign. They are what the user sees in the search engine results window.
The content of the ads must:
- match users’ search queries;
- attract attention with an interesting offer;
- call to action.
The ad must not overuse capital letters, punctuation list to data marks, spaces (where they should not be according to grammar rules).The minimum number of ads in a group is 2.
Limits for text ads in Yandex.Direct
So Yandex restrictions for text ads are:
- first title – up to 35 characters with spaces;
- second title – up to 30 characters with spaces;
- description – up to 81 characters with spaces;
When a user clicks on an ad, they are taken the concept of a thing in itself has to a page that explains the essence of the advertising offer. It is called a landing page. For example, with real estate, it should contain detailed information about a specific property or the terms of transactions and the cost of services.
Google Ads Text Ad Limits
Google Ads has more options for creating text twd directory ads. Here, the restrictions are as follows:
- heading 1 – up to 30 characters with spaces;
- heading 2 – up to 30 characters with spaces;
- heading 3 – up to 30 characters with spaces;
- description 1 – up to 90 characters with spaces;
- description 2 – up to 90 characters with spaces;
- path 1 – up to 15 characters with spaces;
- path 2 – up to 15 characters with spaces;
Path is an optional field that appears between the title and description line. It is added to the display URL and helps the user understand what page will open after clicking on the ad.
Another important note for Google ads is that a click on the ad must lead to the site specified in the ad. Different URLs in the text and the landing page domain are not allowed.