Fallback Ads

What is a Fallback Ad?

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  Website Detail Settings from your Google Search Build configuration. 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 ad:

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 using Category Rewrites.

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 within your Search Build configuration.

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:

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 using  Category Rewrites

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