Fallback Ads

Fallback Ads

If an ad shows "Fallback" next to it, this means that one of the fields in your ad is exceeding the character limit set by Google. When this occurs Ad Builder generates a static, fallback ad which uses your Brand Narrative Settings from Step. 4. To see why the ad is reverting to a fallback ad, mouse over the Fallback icon to see a summary of the ad fields which are exceeding the character limits.

Note: Resolving fallbacks is not critical but will help you achieve better campaign performance by producing more relevant ads.

How to fix ads which are reverting to a fallback

If your ad is reverting to a fallback you will need to shorten the length of the field that is failing. Each field is made from a mixture of settings in your ad build. Below is an outline of the settings which relate to each ad field.

Headline 1 (30 Character Limit)

If an ad is reverting to the fall back because of the Headline 1 character limit, try shortening your category/brand/variant names from the "Edit Categories" settings on Step 3. Inventory.

Headline 2 (30 Character Limit)

If an Ad is reverting to the fall back because of the Headline 2 character limit, try editing your Ad Headline List settings. These settings can be found by navigating to Step 4. Build Settings, scrolling to the bottom of the screen and enabling the Advanced Settings toggle.

Description (80 Character Limit)

If an ad is reverting to the fall back because of the description character limit, try shortening one, or a combination of the following fields:

  • Your Description USP from your Brand Narrative Settings on Step 4. Build Settings
  • The ad description prefix/suffix. These settings can be found under Step 4. Build Settings and then navigating to the inventory campaign template which your Ad has been generated from. You can determine which campaign template the Ad was generated from by looking at the campaign name of the Ad. 
  • The names of the category/brand/variant from the "Edit Categories" settings on Step 3. Inventory.

Path 1 & Path 2 (15 Character Limit)

If an ad is reverting to the fall back because of the Path 1 or Path 2 character limit, try shortening your category/brand/variant names from the "Edit Categories" settings on Step 3. Inventory.

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