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How does the Backup Ad work?

Last Updated: Jan 25, 2013 06:20PM AEDT

There are 3 options on how to use the Backup Ad for each Ad Template.

Option 1: If a field exceeds Google’s character limit, replace that field with the same field from the Backup Ad below

If values from tokens make a field too long and it goes over Google’s character limit, replace that offending field with the same field from the Backup Ad e.g. Replace ad template’s headline with backup ad’s headline.

If you choose this option, then you must specify a backup ad that corresponds to the ad template.

Option 2: If any field exceeds Google’s character limit, replace the entire ad with the entire Backup Ad below.

If any field is too long and goes over Google’s character limit, then replace the entire ad with the entire backup ad, regardless if it was just one field or multiple fields that exceeded the limit. 

If you choose this option, then you must specify a backup ad that corresponds to the ad template.

Option 3: Let my text ads exceed Google’s character limit. I don’t want to use a backup ad.

Always use values from the ad template even when exceeding the maximum field length. This option is for people who want to manually update their text ads in a spreadsheet program or in Google AdWords Editor later. 

Please remember that Google AdWords Editor will not let you upload text ads that exceed character limits. 

If you choose this option, then you can leave the Backup Ad section empty. 

Remember the Backup Ad uses static text only and won’t accept Tokens.

Example on how Backup Ads work

Text Ad Settings


Backup Ad Settings

Example Data #1:
[City] Osaka
[Region] Kansai
[Country] Japan

Option 1: Replace field only

Explanation: Text ad remains unchanged because none of the fields exceeded Google’s character limit

Option 2: Replace entire ad

Explanation: Text ad remains unchanged because none of the fields exceeded Google’s character limit

Option 3: Let my ads exceed limit

Explanation: Text ad remains unchanged because user has opted to ignore Google’s character limits.

Example Data #2:
[City] San Francisco
[Region] California
[Country] USA

Option 1: Replace field only

​Explanation: Headline from text ad template exceeds 25 characters, so the backup ad Headline has kicked in. Only the Headline field was over the character limit so therefore it was the only field replaced.

Option 2: Replace entire ad

​Explanation: Headline from Ad template exceeds 25 characters, so the entire ad has been replaced with the entire backup ad.

Option 3: Let my ads exceed limit

Explanation: All text ad fields uses values from tokens, even though the Headline exceeds Google character limit of 25 (the Headline "Buy Flights to San Francisco" is 28 characters long)

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