We discussed the Google AdWords policy on a max URL character space of 35 in the past. They recently started enforcing this rule back in June of this year.

A new Google Groups thread has an issue where on advertiser needs to have a display URL that is longer than 35 characters. So what can he/she do? AdWordsPro Sarah says that you can submit an exception.

In short, make your display URL 35 characters, and ask for an exception to allow the display URL not match your real URL. Sarah explained:

You can submit an exception request to Google over here and to learn more about exceptions, see here.

Forum discussion at Google Groups.