PRO TIPS:

• Word’s “Word Count” tool is NOT always accurate. For copy limits, use https://wordcount.com/ instead.
• Do NOT use a ton of copy. Remember, K.I.S.S. — keep it simple, stupid :)
• We try to keep copy within images minimal (Facebook historically asks for less than 20% of the image to contain copy).
• If we have an important stat, we can include that in the images.
• Copy in images (e.g. LinkedIn sponsored content) should be minimal. Maybe an impactful stat, but nothing more. 

Google Ads 

• Google Text Ads
• Google Display Network/Display Ads
• NOTE: same as ABM ads (account-based marketing) 
• YouTube Ads/Video Ads

Google Text Ads 

NO DESIGN. A text ad is a text-only ad that shows above and below Google search results.

Google text ads have three parts:

• Headline text — 3 headlines, 30 characters max
• People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. 
• Display URL 
• The display URL, usually in green, shows your website address. It helps people who see your ad get a better sense of where they’ll be taken when they click it.
• NOTE: Display URL does NOT need to be the same as the actual URL — we control the path. 
• Description text — 2 descriptions, 90 characters max
• Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to action” in the description text.
• NOTE: Try to pull through keywords that we’re targeting. When a user searches with intent, we want to pull through that intent. 

Google Text Ad Length Limits

Google Text Ad Example

Google Text Ad Copy Example (how to submit to design)

• Headline 1 (30 characters): Help patients access therapy. 
• Headline 2 (30 characters): Custom affordability solutions. 
• Headline 3 (30 characters): Break down cost barriers. 
• Description (90 characters): CoverMyMeds provides custom affordability solutions to help patients get their medicine. 
• Description (90 characters): Learn more about our technology today. 
• Display URL: https://www.covermymeds.com/main/patient-affordability-programs/ 

Google Display Ads/Google Display Network

• NOTE: same as ABM ads, or account-based marketing 

INCLUDES DESIGN. Google Display Ads serve visually engaging ads on the Google Display Network. The Display Network helps you reach people as they browse millions of websites, apps, and Google-owned properties (such as YouTube and Gmail). This allows you to expand your reach beyond just Google Search. 

Google Display Ads/responsive display ads automatically adjust their size, appearance, and format to fit just about any available ad space and improve performance. That’s why we need to create multiple versions of Google Display ads according to specs. See ad spec recommendations below.

• Ad copy: 60-90 characters — do NOT go over 90. 
• CTA copy: 2-4 words

For ads with smaller specs, include abbreviated copy. 

• Abbreviated ad copy: 40-70 characters — do NOT go over 70.
• Abbreviated CTA copy: 2-4 words

NOTE: When running an A/B test, we only want to test one thing at a time — either copy OR design, never both.

NOTE: We have to include our logo on Google Display Ads, so we don’t need to include “CoverMyMeds” in the copy. 

NOTE: GDN ads can be static or in motion. Examples below are different "frames" that would be animated. Motion ads have a bit more flexibility with copy, like including “timely information” and “critical touchpoints” below. 

Google Display Ad Examples: 

Google Display Ad Copy Example (how to submit to design):

300x600

• Ad copy: Custom affordability solutions to help you reach more patients.
• CTA: Learn more 

300x250

• Ad copy: Help your patients get their medicine
• CTA: Learn how 

320x50

• Ad copy: Improve access, affordability and adherence.
• CTA: Explore solutions

Google Display Network Ad Spec Recommendations:

7 Most Effective GDN Static Ad Sizes:

• 250 x 250 - Square
• 300 x 250 - Medium Rectangle
• 336 x 280 - Large Rectangle
• 728 x 90 - Leaderboard
• 300 x 600 - Half Page (Large Skyscraper)
• 20 x 50 - Mobile Banner
• 320 x 100 - Large Mobile Banner 

9 Most Effective GDN Motion Ad Sizes: 

• 250 x 250 - Square
• 300 x 250 - Medium Rectangle
• 336 x 280 - Large Rectangle
• 728 x 90 - Leaderboard
• 300 x 600 - Half Page (Large Skyscraper)
• 320 x 50 - Mobile Banner
• 320 x 100 - Large Mobile Banner
• 160 x 600 - Wide Skyscraper (12% of global inventory, source)
• 970 x 90 - Large Leaderboard 

 Most Effective ABM Ad Sizes: 

• 160x600
• 970x250
• 300x600
• 300x250
• 320x50
• 728x90
• 300x50 

YouTube Ads/Video Ads 

There are several types of ads that may appear during or next to videos on YouTube.

Keep your video (copy) short and sweet. Deliver your most important messages early in the video — in case viewers stop watching or skip the ad before it's over.

Many resources indicate that the average reading speed of most adults is around 200 to 250 words per minute. Therefore, they can read ~66-83 words per 20 seconds, and ~16-20 words per 5 seconds.

• 20 second YouTube Ad/Video Ad Copy = LESS THAN 66 WORDS (if written)
• 5 second YouTube Ad/Video Ad Copy = LESS THAN 16 WORDS (if written) 



LinkedIn Ads 

• LinkedIn Sponsored Content
• Single image ads
• Video ads
• Carousel ads
• Event ads

LinkedIn Sponsored Content

Sponsored Content is a powerful way to reach and build lasting relationships with professionals in the LinkedIn feed. Sponsored content copy includes a headline, description and pre-written CTA buttons. Sometimes — but not always — we also include copy in the image, such as an impactful statistic.

For Sponsored Content ad copy, follow these best practices:

• Keep headlines under 150 characters. Concise headlines lead to more engagement. 
• Keep descriptions under 70 characters. Anything over 100 characters could be truncated. 
• Feature a clear CTA (call to action), so your audience knows how to act. NOTE: LinkedIn has pre-written CTA buttons:
• Apply
• Download
• View Quote
• Learn More
• Sign Up
• Subscribe
• Register
• Join
• Attend
• Request Demo 

Image copy is NOT recommended by LinkedIn. If necessary, keep copy as concise as possible (under 50 characters). The shorter, the better. 

Sponsored Content Ad Examples: 

Sponsored Content Copy Example (how to submit to design):

Headline — 150 characters, max:

• Information is empowering. Providers and patients deserve details like PA requirements, cash pricing, formulary alternatives and side effects. 

Description — 70 characters, max:

• Learn more about Prescription Decision Support. 

*Image Copy — AS SHORT AS POSSIBLE:

• Timely information. Critical Touchpoints. 

*Remember, image copy is not recommended. Content writer to work with designer to see if it’s necessary. 

LinkedIn Carousel Ads 

There are different types of LinkedIn Sponsored Content ads, and Carousel Ads are a popular option. Carousel Ads allow you to tell a story with a swipeable series of cards.

Of note, the headline will NEVER change on Carousel Ads. Only the description can change, along with each image displayed.

Carousel Ad Example: 

Carousel Ad Copy Example (how to submit to design): 

Headline:

• From prior authorization to patient support services, CoverMyMeds’ technology helps people access the medicine they need. 

Description: 

• Discover how we’re helping patients access medication. 

Image Copy: 

1. Health plans approve 93% more PA requests due to increased submissions to the plan, on average.
2. Patients enrolled in biopharma brand support programs using CoverMyMeds can reach therapy up to 34% faster, in some cases.
3. For highly complex or niche therapies, CoverMyMeds supports over 30 diverse patient support programs that help more than 180 brands.