More than 25 Character Headlines??

While doing some general research for the home I noticed a couple of headlines that were longer than the stated 25 character limit.

Since you still can’t create ads like this in the Adwords UI or in AW Editor, my bet is that this is happening because the ad copy was created using dynamic insertion – which can change a section of ad text to the keyword the searcher used to trigger the ad. In this same way advertisers have also been able to sneak in superlatives like “best” into their Adwords ad copy. In general, ads with the keywords a searcher actually used will have a higher click through rate. I’m guessing Google is allowing these longer ads for the sake of a higher relevancy for their users.

Unfortunately, the only way to get these longer headlines would be to have the keyword in your ad group, use dynamic ad copy, and have the searcher type that exact keyword into the search field. On the other hand, if all of these prerequisites fall in line, there is a good chance that your ad will receive the click.