Create Text Ads

Watch the video to learn how Tables work in the Campaign Suite!

To create text ads click on the tab “Text Ads” in a template. There are three rows that categorize the ad templates based on their statuses:

  • New templates awaiting export: Ad templates that have not been exported yet.
  • Active templates: Ad templates that have already been exported as active.
  • Paused templates: Ad templates that have already been exported as paused or as active and were then set to paused.

Deleted ad templates get invisible on this page. Nevertheless, during the subsequent export, they will get exported as “deleted”. Delete an ad template on the small trash icon in its right headline.

Note: Please be aware of the difference between a “template” and an “ad template”. While a template combines tables, the ad template is part of the template and it defines multiple ads.

Step 1: Create New Ad

In order to create a new ad, click on “Add new template”.  An ad template consists of four rows and four columns. The first row is to define the headline of the ad, the next two rows define the descriptions and the last row is for the green display URL that will appear under the headline of the ad. The Campaign Suite displays a preview for every ad template. So you will always know how your ad will appear on the search engine.
Empty ad template

Step 2: Fill Text Field 

You can fill an ad with static text, different types of variables, or a combination of both. The more variables you add, the more specific the ad will be, always keeping in mind that the message has to be clear. The variables have different lengths depending on the names you entered into their tables. Therefore, some combinations could exceed Google’s character limits (these can be changed under “General Settings“). Due to this reason, enter up to three fallback options in the required fields. If the first fallback option is also too long, the second one will appear and so on.
Filled ad template

Note: If the headline “Beautiful Red Adidas Sneakers for sale” is too long, the fallback will be used. However, the Campaign Suite will now combine the first fallback of the headline with the original value (main text) of the description lines 1 and 2 and the display URL. The Campaign Suite will not use fallback 1 for all of the four rows if only one, two or three of them exceed(s) the character limit.

Advanced Hints

Usually an ad template creates text ads for all campaigns that are created by the template. Ad types enable to create specific ads for subsets of the campaigns created by a template. For example, it is possible to write different ads for protected brands than for other brands. An other example is to write different ads for different seasons. Please read the article about ad types for more details.
The Campaign Suite offers assistance during the creation of text ads (and sitelinks). When writing into a field, a small text counter on the bottom right of the box indicates how many characters are being used.
Static text counter

Table variables (e.g. name@brand, alternative@category) in the text ads also affect the text counter. A range will be displayed, if the entries of the table columns have different lengths. The range indicates the minimal and maximal length of the entries in the table column. In the example below 4 characters are static “Buy ” and the table column “name@color” has 3-11 characters, adding up to a total range of 7-15.
Static text counter

Functions, which do not influence the length of entries will be recognized by the Campaign Suite and the range will still be shown accordingly, while others are not supported (see examples below). All other functions will result in displaying a “+” behind the counter to indicate that there is most likely other content increasing the total number of characters. The supported functions are: UPPERCASE, LOWERCASE, CAPITALIZE, CAPITALIZEWORDS, and BROAD. To learn more about functions click here.
Functions, which do not change the lengthFunctions, which do change the length


Apart from showing how many characters are being used and providing a range, when table variables are used, the Campaign Suite also validates the content in the ad template.

If the last fallback option of a row (e.g. headline) will exceed the allowed length of the field in at least one case, a message will appear. In such cases it is necessary to either enter another fallback (see example below) or make changes to avoid text ads from not being generated. This will happen, if for example the headline is empty, because the content is too long.
Last used fallback exceeds allowed length
Add another fallback

If a field is not used at all, because the length is exceeded in every case, but the field is not the last fallback option used, another message will appear. We recommend to change the according field, because it is otherwise useless for the ad template.
Field will not be used

Hint: With the text counter, it is possible to use variables even in the last fallback option for which it was recommended to use plain text only.

Template variables

Template variables are supported by the text counter. An example will help to understand how the range is determined.
Template variable
Example: The first option has a range of 14-29, the second one a range of 3-18 and the third option are 11 characters. The minimum of this template variable is 3, since it is the smallest value possible. The maximum of the range is 29, but only if the first option is being used. If it is too long, the fallbacks will be used. Thus the smallest maximum will be saved for the template variable, which is 11.

When using the template variable in the text ad, the range 3-11 is displayed, but also a “+” to indicate that there are fallbacks that have bigger maxima.
Template variable in text ads

Google AdWords has some editorial and professional requirements regarding ads. These include rules for punctuation, spelling, and grammar. In your own interest you should try to avoid any spelling or grammatical mistakes anyhow, but may also take a look at Google’s other requirements here.
Validation in the Campaign Suite
Note: Some editorial or professional requirements from Google AdWords will be validated in the Campaign Suite, like double punctuation (see above).
Keyword insertion is a feature, which allows to use a search term in a text ad. Equal to Google’s syntax it can also be used in the Campaign Suite to make use of the feature.
Example: Using the syntax {keyword:Campaign} in the headline of an ad will cause the search term triggering this ad to be displayed. If “search engine advertising” is the search term, the headline will also be “search engine advertising”. Only if the allowed length of the headline is exceeded by the search term, the fallback “Campaign” will be used as headline.

Read more about the keyword insertion here.