Using Symbols and Emojis in PPC Ad Text

6th June 2017

PPC advertising companies such as Google and Bing have allowed the registered and trademark symbols in ads for a long time and it has proved to be a terrific way of building trust and improving click through. However, with the rise of the emoji, Google has now begun accepting several other symbols.

Emojis have been seen in AdWords ads titles before, although prior instances of emoji in AdWords seemed to be caused by a loophole that allowed certain character combinations to pass through Google checks. There are some indications that the policy change is here to stay, most notably the decision a few weeks ago to allow emoji in organic listings as well as on mobile devices.


How to Add Emojis to Your PPC Ads?

The role out appears to be limited at the moment, but advertisers are able to copy and paste emoji into the ad text creation field within AdWords. It is always advisable to run tests to establish the right emoji for your brand or to assess if it is even worth the effort of changing your ads. It’s also worth remembering that the change to the policy has not yet officially rolled out, so it could potentially be rolled back/


Other Allowed Symbols

Whilst we are considering the symbols that Google allows, there are a number of older symbols that have been available for many years. These are known to have an effect on click-through rates.


Shun the Exclamation Point!

Want to shout about something? Well, that is one of the purposes of the exclamation point. As you would not shout or exclaim often in everyday speech, Google PPC Advertising has a policy of banning the punctuation mark from ad titles and allowing just one user per advert. These are not the only punctuations and symbols that cannot be used in adverts. Other examples include:

• Punctuation and symbols can be used as part of a company name or when they pertain to a certain industry or language standards.
• Asterisks can be used as a replacement for a star. A five-star hotel, for instance, can be written as “5* Hotel. Asterisks can also be used to indicate that “conditions apply.”
• Numbers can be used in the following cases: 24/7, buy 1 get 1 free, 1st, 2nd, 3rd, etc.
• Double dashes (–) aren’t considered excessive punctuation. However, they can look awkward to the customer.

How to Add Symbols

The easiest way is to simply copy and paste the symbol you want. However, if you know the ASCII code for the image simply hold down the alt key and type in the code number. Typical codes include:
• Trademark symbol ™ – Alt + 0153
• Copyright symbol © Alt + 0169
• Registered trademark symbol ® Alt + 017