In printed media, we naturally do not see beyond the edges of the paper. The same concept applies to digital marketing. Digital marketing platforms have limits on text characters, image sizes, and file sizes. Knowing these limits beforehand can save time when creating ads.

Why Are There Specs?

Think about a Google results page—every headline and website listing has a limit. Without these limits, the page would be filled with an overwhelming wall of text, much like older forums or message boards without character restrictions. These text-heavy platforms often shorten posts and add a “Show More” button, allowing users to decide whether to read further or move on.

How Can I Learn Specs?

The quickest way is through platform guideline pages. Every platform publishes specifications and limitations. However, these guidelines can sometimes be outdated. So, how can we ensure we are working with the latest limits?

Here are a few ways to double-check specs:

Creating a Campaign / Ads

The ad creation interface on a platform’s dashboard is a valuable resource for checking limits and previews. Most dashboards also have small information icons that display file size and character limitations. These provide useful insights when uploading creatives.

Previewing Ads in Real Life / Learning From Mistakes

Whenever possible, previewing ads in real scenarios—such as Google Search results or social media feeds—offers valuable insight into how ads actually appear. Additionally, reviewing other companies’ ads can highlight good and bad practices. For instance, noticing when a logo is cut off or text is truncated can be a learning opportunity. Even on platforms like YouTube, using the free version occasionally instead of Premium allows exposure to ads, which can be informative.

Specs of Popular Digital Marketing Platforms

(Listed alphabetically)

• Apple Search Ads

• Google Ads

• LinkedIn Ads

• Meta Ads

• TikTok Ads

Digital Marketing Specs Example

For example, Google Search Ads:

• Headlines: 30 characters (Required: 3, Max: 15)

• Descriptions: 90 characters (Required: 2, Max: 4)

• Final URL: Required

Note: Unless explicitly stated, headlines and descriptions are randomly combined to create the most relevant ads. If a specific order is required, it should be noted.

(... and other details/notes.)

Digital Marketing Specs Format – How to Present Them

A good spec description, like the example above, should include minimum requirements, maximum limits, and notes on how ads are displayed.

It can be further improved with:

• Example text samples

• Screenshots from dashboards or ad previews

• Lists in an Excel document, including character counters for headlines and descriptions

I’m Creating a Campaign for My Business/Project. Should I Create Specs Too?

Most of the time, specs are created to communicate text, image, or video requirements to agencies or designers. If creating ads personally, specs can be kept as a reference for quick checks. However, for those who prefer an organized approach, having a personal guide can be useful when needed.

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