Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 12)

3. Refi ne your creative
As before, your text-based ads are prominent and easy to fi nd. But AdWords
creative runs in a smaller format. Because they must also meet our partners’
requirements, additional guidelines apply.
For a complete list of creative guidelines, visit
adwords.google.com/select/guidelines.html
Remember: it pays, literally, to be concise, accurate and verbally adept.
Line 1: HEADLINE
25 characters, including spaces,
for your company name or ad
title; no punctuation
Lines 2 and 3: DESCRIPTION
35 characters, including spaces,
on each line for your key message
and call-to-action
Line 4: DISPLAY URL*
35 characters, including spaces,
for your display URL
(no ad copy in this line)
*The display URL can be different from your destination URL, but it should be related. The
destination URL should not generate pop-ups, and should allow a one-click return to Google using
the browser’s back button.
10