Responsive search ads: how many headlines, descriptions and characters
Published by the UTM Builder team at Limner.
3 to 15 headlines of up to 30 characters each, 2 to 4 descriptions of up to 90, and two path fields of up to 15. Google combines the pieces on its own, so every headline has to work in any order.
| Field | How many | Characters |
|---|---|---|
| Headline | 3 to 15 | up to 30 |
| Description | 2 to 4 | up to 90 |
| Display path | 2 fields | up to 15 each |
In Korean, Japanese and Chinese, each character counts as two.
To pin or not to pin
Pinning locks a headline or a description to one position. Google Ads help explains that whatever is pinned to headline position 1 or 2 and description position 1 always shows; in headline position 3 or description position 2, not always. If you pin something to every position, anything that isn’t pinned stops showing.
The same page doesn’t recommend pinning for most advertisers, because it reduces the number of combinations. Pin only what’s required, such as a legal disclaimer or your brand name in position 1.
How to write 15 headlines that combine well
- Give each headline a different job: benefit, offer, proof, call to action, brand.
- Don’t repeat the same idea with synonyms. Two headlines show side by side, and repetition wastes the space.
- You don’t have to use all 30 characters. A short headline leaves room for the next one.
- Read each headline on its own. It may show up without what you wrote before it.