About HTML5 for Universal App campaigns

HTML5 assets capture the attention of app users in a unique way by being interactive and entertaining. This article describes where HTML5 assets can appear and the sizes and formats you can upload for your Universal App campaign.

Where and how your ads may appear

Your HTML5 assets may be paired with other assets such as your app icon, app description, or description text when they are displayed on the Google Display Network. Universal App campaigns respect your account settings regarding any exclusions you’ve set for webpages and apps. Learn about how you can exclude webpages and apps.

HTML5 sizes and formats

Before you create a Universal App campaign, consider the following tips for creating your HTML5 assets:

  • AdWords recommends using Google Web Designer to create your HTML5 assets
  • Currently accepted sizes for HTML5:
    • Recommended sizes (your assets will appear as full screen ads on the majority of devices)
      • 320x480 (portrait)
      • 480x320 (landscape)
    • Other sizes (your assets will appear as fixed-size banner ads and won’t adapt to all screen sizes)
      • 300x250
      • 320x50
  • To validate your HTML5 assets before uploading, run your .ZIP file through the AdWords HTML5 Validator tool
  • Upload your asset as a .ZIP file with a maximum size of 1MB and no more than 40 files within the .ZIP
  • You can upload up to 20 .ZIP files for each campaign
  • .ZIP files can contain the following formats: HTML, CSS, JS, GIF, PNG, JPG, JPEG, SVG
  • UTF-8 must be used for non-ASCII characters


If you use Google Web Designer...

Ad environment When you create an asset in Google Web Designer, you must specify the “AdWords” environment.
Supported components
  • Swipeable Gallery
  • Carousel Gallery
  • 360° Gallery
  • Gallery Navigation
  • Image Button
  • Spritesheet
Publishing for AdWords In Google Web Designer:
  1. Click Publish.
  2. Select Publish locally.
  3. Upload the resulting .ZIP file to AdWords.
  • Expandable ads are not supported.
  • All images used in HTML5 ads must be local images, not referenced images, and should be part of the assets that comprise the ZIP file.
  • Only Google web fonts are supported. Other web fonts are not supported.
  • For environment target actions, timer and multiple exits are not supported.
  • Local storage methods cannot be used in HTML5 ads.

If you don't use Google Web Designer...

HTML requirements

HTML5 assets must include:

  • <!DOCTYPE html> declaration
  • <html> tag
  • <body>tag
  • Ad format size meta tag within the <head> tag. For example: <meta name="ad.size" content="width=300,height=250">

Explicit end tags (inline ending tags will not be accepted):

  • Example of valid end tags: <path></path>
  • Example of what not to do: <path> or <path />

Alternatively, you can extract the inline svg into a separate file.

Upload requirements

All code and assets must be referenced using a relative path to resources included in the .ZIP file.

No external references are allowed except references to:

Clickable buttons

If you want to make sure users can click only on your call to action button (for example, “Download”), follow these instructions to include the exitapi.js script. If you don't include the exitapi.js script, AdWords will make your entire asset clickable.


  1. Include the following script in your HTML <head> tag: <scripttype="text/javascript" src="https://tpc.googlesyndication.com/pagead/gadgets/html5/api/exitapi.js"> </script>
  2. Then make the following JavaScript call to enable your final URL: ExitApi.exit()
    1. For example, send a consumer to the final URL, using a standard anchor:
      1. <a onclick="ExitApi.exit()">Learn more</a>


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