Limits

This page lists various limits in the AdWords API along with the corresponding error that is thrown when the limit is exceeded. General product limits, such as the number of campaigns per account, is listed in the AdWords Help Center.

Please note that UTF-8 encoding is used when calculating byte limits for string values.

Account

Description Value Error Notes
Maximum number of AdWords accounts in a manager account hierarchy Varies ManagedCustomerServiceError.TOO_MANY_ACCOUNTS

See the following articles for details:

Maximum number of test accounts in a manager account hierarchy 100 ManagedCustomerServiceError.TOO_MANY_ACCOUNTS N/A
Maximum number of manager accounts an AdWords account can be managed by 5 ManagedCustomerServiceError.TOO_MANY_UI_API_MANAGERS See Manager account limits for additional details.
Maximum number of levels in a hierarchy, from top-level manager account to bottom-most AdWords account 6 ManagedCustomerServiceError.MAX_LINK_DEPTH_EXCEEDED See Manager account limits for additional details.
Maximum number of manager accounts that can directly manage another manager account 1 ManagedCustomerServiceError.ALREADY_MANAGED_FOR_UI_ACCESS See Manager account limits for additional details.
Maximum number of pending manager account invitations in the same hierarchy 20 ManagedCustomerServiceError.ALREADY_MANAGED_IN_HIERARCHY See Manager account limits for additional details.
Name length 255 characters ManagedCustomerServiceError.INVALID_DESCRIPTIVE_NAME N/A

Ad

Description Value Error Notes
Headline length (normal / long) 25 / 30 characters PolicyViolationError or AdError.LINE_TOO_WIDE Double-width characters count as two characters for the purpose of this limit. Longer text ads are allowed in some countries. Campaigns targeting countries that don't allow longer text ads will throw a PolicyViolationError with policyName "line_overflow" if the length is greater than normal maximum but smaller than the longer maximum.
Description1 or description2 length (normal / long) 35 / 38 characters PolicyViolationError or AdError.LINE_TOO_WIDE See above.
Display URL length 255 bytes AdError.LINE_TOO_WIDE Display URLs will be shortened if greater than 35 characters long, but this field allows for additional characters because the domain of the display URL and final URL must match.
Final URL length 2,047 bytes AdError.URL_MALFORMED A protocol prefix (such as "http://") is required for final URLs and is counted against this limit.
Mobile Text Ad Final URL length 500 bytes AdError.TOO_LONG See above.
Mobile Image Ad Final URL length 200 bytes AdError.TOO_LONG See above.

Ad group

Description Value Error Notes
Name length 255 bytes AdGroupServiceError.INVALID_ADGROUP_NAME N/A

Batch job

Description Value Error Notes
Size of uploaded active batched operations in an account 1 GB BatchJobError.DISK_QUOTA_EXCEEDED If you encounter this error, wait until the size of pending uploaded operations falls below the limit before creating new jobs.
Maximum number of batch jobs created per day for a test account 250 N/A N/A

Budget

Description Value Error Notes
Maximum number of shared budgets in an account 11,000 EntityCountLimitExceeded.ACCOUNT_LIMIT The budgets limit is 1,000 more than the number of campaigns limit to allow for some room in reassigning budgets if needed. There is no restriction on the number of campaigns that can share a budget.
Maximum number of unshared budgets in an account 20,000 EntityCountLimitExceeded.ACCOUNT_LIMIT These are budgets that are associated with a specific campaign, and cannot be shared between campaigns.

Campaign

Description Value Error Notes
Maximum number of bidding strategies attached to ad groups per campaign 1000 EntityCountLimitExceeded.CAMPAIGN_LIMIT N/A
Name length 128 bytes CampaignError.INVALID_CAMPAIGN_NAME N/A

Criterion

Description Value Error Notes
Keyword length 80 characters CriterionError.KEYWORD_TEXT_TOO_LONG N/A
Placement URL length 250 characters CriterionError.PLACEMENT_URL_IS_TOO_LONG Protocol prefixes (such as "http://") are stripped from placement URLs and are not counted towards this limit.
Placement URL depth 2 levels CriterionError.INVALID_FORMAT_FOR_PLACEMENT_URL Only applies to placements that target a site section (such as "www.example.com/foo/bar/"). Placements targeting a specific page are not subject to this limit (such as "www.example.com/foo/bar/hello/world.html").
Final URL length 2,047 bytes CriterionPolicyError.POLICY_ERROR The protocol prefix (such as "http://") is counted towards this limit.
Proximity radius 800 km / 500 mi CriterionError.INVALID_PROXIMITY_RADIUS N/A
Maximum number of Shopping ad groups in a single request that modifies the structure of the ProductPartition tree. 2 AdGroupCriterionError.OPERATIONS_FOR_TOO_MANY_SHOPPING_ADGROUPS This limit does not apply to operations on ProductPartition criteria changes that do not modify the structure of the tree. For example, a request that only modifies the bids of existing partitions can contain operations for more than two Shopping ad groups.

If you want to modify the structure of the ProductPartition tree for more than two Shopping ad groups, consider using batch jobs, where this restriction does not apply.

Excluded IP blocks per campaign 500 EntityCountLimitExceeded.CAMPAIGN_LIMIT N/A

Experiment

Description Value Error Notes
AdWords campaign experiments 1,000 ExperimentService.EXPERIMENT_LIMIT_EXCEEDED N/A

Feed

Description Value Error Notes
Feeds per account 100 EntityCountLimitExceeded.ACCOUNT_LIMIT We recommend using only one feed per extension type whenever possible.
Feed items per account 5,000,000 EntityCountLimitExceeded.ACCOUNT_LIMIT N/A
Feed attributes per feed 30 EntityCountLimitExceeded.ACCOUNT_LIMIT N/A
Feed items per matching function 20 EntityCountLimitExceeded.ACCOUNT_LIMIT N/A

General

Description Value Error Notes
Operations per request 5,000 SizeLimitError.REQUEST_SIZE_LIMIT_EXCEEDED For performance reasons we typically recommend passing no more than 2,000 operations per request. You can read more about batching operations in the Best Practices Guide.
Results per page 10,000 SizeLimitError.RESPONSE_SIZE_LIMIT_EXCEEDED N/A
Size of a POST request 16 MB HTTP Error 413 - Request entity too large The maximum allowed content length for a POST body is 16MB.
Start index of request 100,000 SelectorError.START_INDEX_IS_TOO_HIGH To avoid this limit when retrieving a large result set,
  1. Narrow the query as much as possible using predicates. Group queries by Campaign and AdGroup to retrieve only required data and to fit all results into one response.
  2. Use AdHoc reporting to obtain data. You can retrieve most fields with reports.

Label

Description Value Error Notes
Maximum number of labels that can be applied to accounts by a manager account 200 EntityCountLimitExceeded.ACCOUNT_LIMIT N/A
Maximum number of accounts a label can be applied to 1,000 EntityCountLimitExceeded.ACCOUNT_LIMIT N/A
Maximum number of labels that can be applied to entities (campaigns, ad groups, etc.) per account 100,000 EntityCountLimitExceeded.CAMPAIGN_LIMIT, EntityCountLimitExceeded.ADGROUP_LIMIT, etc. Labels for all entity types count towards the same limit.
Maximum number of labels that can be applied to a single entity (campaign, ad group, etc.) 50 EntityCountLimitExceeded.CAMPAIGN_LIMIT, EntityCountLimitExceeded.ADGROUP_LIMIT, etc. N/A

Offline Conversions

Description Value Error Notes
Maximum number of offline click conversions that can be uploaded per API call 2,000 SizeLimitError.REQUEST_SIZE_LIMIT_EXCEEDED Starting with v201710, for performance reasons, we limit the number of offline click conversions that can be imported per API call to 2,000.

Targeting idea

Description Value Error Notes
Seed keywords per stats request 700 CollectionSizeError.TOO_MANY N/A
Seed keywords per keyword ideas request 200 CollectionSizeError.TOO_MANY N/A
The maximum number of results for TargetingIdeaService.get() 700 N/A N/A
Keyword results returned by TargetingIdeaService 800 N/A N/A

Traffic estimator

Description Value Error Notes
Keyword estimates per request 2,500 TrafficEstimatorError.TOO_MANY_KEYWORD_ESTIMATE_REQUESTS N/A
Sum of keywords x locations x languages in each campaign estimate request 50,000 TrafficEstimatorError.TOO_MANY_TARGETS N/A

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