As a Premier Google Partner with a managed spend of over $100M that’s been around the block a couple of times, we make it our mission to maximise results for each and every one of our Google Advertising clients.

An important part of this is us being highly effective in communicating RELEVANCE and your USP (unique selling point) in our Google ad copy, to help us win the click. However, Google has very strict character limitations which we must work within. For example a maximum of 30 characters (inclusive of spaces) for our H1, H2, and H3 headlines.

Why abbreviations and shortened words are sometimes the best option

Google has very strict character limitations which we have to comply with, so when working with longer words or phrases we sometimes have no choice but to either:

1. abbreviate a word
2. or to just not include it at all — which can hurt relevance and CTR (click-through-rate)

So we do use abbreviations and shortened words where advantageous in order to maximise relevance, and therefore CTR, Google QS (quality score) and overall clicks, enquiries and ROI.

Some common examples of this include:

• Service = Srvc
• Melbourne = Melbrn
• Doctor = Dr
• Street = St
• Castle Hill = Castle Hl
• Fraser Island = Fraser Isl
• Brisbane = Brisbn
• 24 Hour = 24 Hr
• West = Wst
• Australia’s Number One = AU’s #1

The bottom line is there is no need to worry

We will only abbreviate or shorten a word in the Google Ads copy we run when it is needed and in your best interests to do so, based on Google’s strict character limitations. And because we heavily split test our ad copy, we’ll always optimise based on results and prioritise ad copy which generates the best possible results anyway.