Update your Flash ads

Soon, Flash ads that were automatically converted to HTML5 format and any remaining Flash ads won't be served. This change follows the 2016 announcement that Display Network ads on AdWords will only serve in the HTML5 format.

Follow the below instructions to ensure that your ads will continue to serve.

If you used Flash in your AdWords campaigns, you’ll need to upgrade to HTML5. This article explains how to:

Instructions

Situation 1: You already have Flash ads uploaded to AdWords

If you already have Flash ads uploaded to AdWords, we highly recommend that you create new responsive ads instead. 

Alternatively, you can upload HTML5 ads that you create in Google Web Designer or on your own directly into AdWords. After you create your ads, you can use the AdWords HTML5 validator to check that they meet our requirements.

Remember to follow our best practices for building compelling display ads that can reach people across the browsers and devices they use.

If you have Flash ads that were previously uploaded to AdWords, they may have been updated to HTML5 automatically. Converted Flash ads show as 'Flash and HTML5' in AdWords. However, the auto-conversion will stop soon and you must update your Flash ads to HTML5 ads if you want them to continue to serve.

Situation 2: You created Flash ads in the AdWords Ad gallery

If you created Flash ads in the AdWords Ad gallery, we recommend that you create new image ads by using one of these methods:

  • Uploading a new image ad or an HTML5 ad
  • Creating a responsive ad

Situation 3: You have Flash ads running on third-party ad servers

From June 2016, AdWords will no longer let you upload Flash creatives. Any Flash creatives uploaded before June will stop serving in January 2017. Third-party served ads that use Flash creatives and/or tracking pixels will be disapproved, and you will receive the error message "Flash content not serving".

If you have Flash ads running on third-party ad servers, such as DoubleClick Manager, you can either create a static image ad or create an HTML5 ad on your own and upload it to your chosen ad server. If you have a Flash pixel running within a third-party ad tag, it should be removed from the ad server and replaced with technology that doesn't rely on Flash. 

Create HTML5 ads with any of these free tools from Google:

Alternatively, you can upload HTML5 ads that you create on your own directly into AdWords.

Whatever tool you choose, remember to follow our best practices for building compelling display ads that can reach people across the browsers and devices they use.

Bear in mind

Ad servers must be certified to serve HTML5 ads on AdWords.

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