Ad Character Limits: An Always-up-to-Date Guide

Ad Character Limits

If you’re like us, you’re constantly searching for the latest updates from advertising networks to know whether your display ads are within the current acceptable limits. Chances are you’re also often frustrated about how much work you have to do to keep up with them.

Good news, then! Today, Raka is rolling out a tracker for ad character limits so you’ll never have to go do a search again. We’ll keep on top of the changes as they happen—and they often do—so you don’t have to, and if you find something that’s incorrect, please let us know. Be sure to check out our other always-up-to-date guides to ensure all your social media image sizes are correct, your display ads are sized properly, and your video uploads are high quality!

Google Search

Expanded text ads, responsive text ads*

Headline 1: 30 characters

Headline 2: 30 characters

Headline 3: 30 characters

Description line 1: 90 characters

Description line 2: 90 characters

Path 1: 15 characters

Path 2: 15 characters

*Responsive Text Ads require 15 headlines and 4 description lines

Product listing ads

Sitelink extensions

Link text: 25 characters

Description line 1: 35 characters

Description line 2: 35 characters

Callout extensions

Callout text: 25 characters

Structured snippet extensions*

Structured snippet: 25 characters

*Structured Snippet Extensions require a pre-selected header and must have a minimum of three and maximum of 10 snippets

Message extensions

Message extension: 35 characters

Business name: 25 characters

Message text: 100 characters

Call extensions

Call number: 10 digits (standard U.S. phone number)

Price extensions

Header: 25 characters

Cost: Cost in USD

Cost per: pre-selected list

Description: 25 characters

App extensions

Link text: 25 characters

Promotion extensions

Promotion type: Pre-selected list

Item: 20 characters

Location extensions, affiliate extensions

These extensions are pulled from Google partners and don’t have character limits.

Bing Ads

Search ads

Title 1: 30 characters

Title 2: 30 characters

Ad text: 80 characters

Path 1: 15 characters

Path 2: 15 characters

Sitelink extensions

Link text: 25 characters

Description line 1: 35 characters

Description line 2: 35 characters

Callout extensions

Callout text: 25 characters

Structured snippet extensions*

Structured snippet: 25 characters

*Structured Snippet Extensions require a pre-selected header and must have a minimum of three and maximum of 10 snippets

Call extensions

Call number: 10 digits (standard U.S. phone number)

Review extensions

Review text and review source combined: 67 characters

Facebook

Display ads

Ad text: 125 characters (note that text over 90 characters has been known to be truncated on mobile devices)

Headline: 25 characters

Link description: 30 characters

Lead gen ads

Ad text: 125 characters (note that text over 90 characters has been known to be truncated on mobile devices)

Headline: 25 characters

Link description: 30 characters

Lead Form

Intro headline: 60 characters

Intro statement: No limit (Raka recommends keeping this to around 150 characters)

Form headline: No limit (Raka recommends keeping this under 50 characters)

Privacy policy link: 70 characters

Thank you headline: 60 characters

Thank you description: No limit (Raka recommends keeping this to around 100 characters)

Button text: 60 characters

Collection ads

Ad text: 90 characters

Headline: 25 characters

Carousel ads

Ad text: 125 characters (note that text over 90 characters has been known to be truncated on mobile devices)

Headline: 40 characters

Link description: 20 characters

Video ads

Ad text: 125 characters (note that text over 90 characters has been known to be truncated on mobile devices)

Headline: 25 characters

Link description: 30 characters

Instagram

Display ads

Caption: 2,200 characters, but Raka recommends keeping it under 150

Video ads

Caption: 2,200 characters, but Raka recommends keeping it under 150

Stories

Technically, there’s no character limit to overlay text on stories, but Facebook does reserve the right to not promote ads that have more than 20% text in a frame.

Carousels

Caption: 2,200 characters, but Raka recommends keeping it under 150

Lead gen ads

Caption: 2,200 characters, but Raka recommends keeping it under 150

Lead Form

Intro headline: 60 characters

Intro statement: No limit (Raka recommends keeping this to around 150 characters)

Form headline: No limit (Raka recommends keeping this to <50 characters)

Privacy policy link: 70 characters

Thank you headline: 60 characters

Thank you description: No limit (Raka recommends keeping this to around 100 characters)

Button text: 60 characters

New Call-to-action

Twitter

Summary Card

Title: 70 characters
Tweet copy: 140 characters
Description: 200 characters

Website card

Tweet copy: 140 characters
Website title length: 70 characters

App card

Tweet copy: 140 characters
Title/price: pulled from link to the app store
CTA options: install (default if app is not installed), open (default if app is installed), play, shop, book, connect and order

Video app card

Title (under video): 70 characters
Tweet copy: 140 characters

Player card

Tweet copy: 140 characters
Title (under video): 200 characters
Description (under video): 200 characters

Conversational ad card

Tweet copy: 140 characters
Hashtag: 21 characters
Pre-populated user tweet: 116 characters
Headline: 23 characters
Thank you text: 23 characters
Thank you URL (optional): 23 characters

LinkedIn

Sponsored content

The supplied URL will automatically scrape in title and image, but you can also upload images manually

Sponsored InMail

Body copy: 1,000 characters

Dynamic ads

Follow company ads

Primary CTA (below images): 50 characters

Secondary CTA (above images): 70 characters

Company name: 25 characters
Choose a CTA button: “Visit company” or “Visit careers”

Spotlight ads

Primary CTA (below images): 50 characters

Secondary CTA (above images): 70 characters

Jobs you might be interested in ads

Company name: 25 characters

Picture yourself ads

Company name: 25 characters

Display ads

No copy is needed for these ads

Text ads

Headline: 25 characters

Description: 75 characters

Pinterest

Promoted pins

Description copy: 500 characters, but Raka recommends keeping it to around 250

Promoted video pins

Description copy: 500 characters, but Raka recommends keeping it to around 250

If you found this useful and you’re looking for more help with your advertising efforts, why not download our guide below or contact us today?

New Call-to-action

Free Tools to Make You
a Better Marketer.

From templates and spreadsheets to guides and dictionaries, we’ve compiled our most useful resources to help you master your marketing.

Check 'em out!
Get Emails You Want to Open
Say Hello 603.436.7770 Send Us a Message