|Image ads are ads that appear with a picture. The rules that apply to text ads generally apply to image ads, too. To ensure that your image ads are appropriate, we also have additional requirements when using the image ad format, as shown below. The policies below apply to both standalone image ads and image ads created using the Ad gallery.|
|Animation length and speed||
|Supported ad sizes||
|Supported file size||
The .ZIP file should contain the HTML for the ad as well as any of the other following file types:
|Ad environment||When creating your ad in Google Web Designer, you must specify the “AdWords” environment.|
|Publishing for AdWords||In Google Web Designer:
|HTML requirements||HTML5 ads must include:
|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:
|Using an exit URL||HTML5 ads that are not created in Google Web Designer are, by default, clickable on the entire area of the ad. If you wish to limit the clickable area to specific elements, you will need to include the exitapi.js script.
To use exitapi.js, include the following script in your HTML
For example, send a consumer to the final URL, using a standard anchor:
<a onclick="ExitApi.exit()">Learn more</a>
If you don't include the extiapi.js script, AdWords will make the entire ad clickable, and you won't need the
For ads created in Google Web Designer, you don’t need to add this script.
When uploading a .zip folder, the maximum number of files included is 40.
Keep in mind
UTF-8 must be used for non-ASCII characters
Ads must take up the entire space of the image size you've chosen, and they can't appear sideways or upside down. Ads can't be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad. Google also doesn't allow ads that expand beyond the frame or otherwise encroach on the website or app.
Note that in each image ad, we include a small informational graphic overlay. We will not resize your image to accommodate this element. Your ad should always be submitted in the full original format size and take this overlay element into account. If the ad you submit is resized in advance, there may be extra white space visible when your ad is displayed. You can preview how your ad will appear with this overlay during the ad creation process when creating a standard image ad or a template image ad in the Ad gallery.
Relevance and quality
Image ads must be relevant to the advertised site or app. Ad images must be clear and recognizable, with legible text. We don't allow unclear, blurry, or unrecognizable images to be used in ads.
Strobing and flashing
Google doesn't allow strobing, flashing, or otherwise distracting ads.
Mimicking site content, news articles, or text ads
Google doesn't allow ads that mimic publisher content or layout, or news articles and features. Ads may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Image ads and the content they point to must be "family safe." Any image ads and their associated websites or apps cannot contain "non-family" or "adult" content.
What can I do if my ad is disapproved?
If your ad is disapproved for violating this policy, try reviewing the following tips to help resolve your issue:
|Disapproval reason||What does it mean?||What do I do now?|
|Unacceptable animation length||Your ad's animation length is more than 30 seconds.||Ensure that your ad's animation length is 30 seconds or less.|
|Incorrect image layout||Your ad's layout is unconventional or is expanding beyond the frame.||Ensure that your ad takes up the entire space of the chosen image size. The ad shouldn't appear sideways or upside down, and shouldn't appear like it's more than one ad. Also, check that your ad doesn't expand beyond the frame or otherwise encroach on the website or app.|
|Poor image/video quality||Your ad is unclear or unrecognizable.||Remove all unclear, blurry, or unrecognizable images from your ad.|
|Unacceptable image/video content||Your ad contains content that's not considered family safe.||Edit your ad by removing any adult or non-family safe content.|
If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.
How do I resubmit my ad for review?
If your ad is disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad.
Here's how to edit your ad:
- Visit your account's Ads tab.
- Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
- Click Save when you're done editing your ad.
After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.
What happens if you violate our policies
Ad or extension disapproval: Ads and extensions that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is approved.
Site suspension: We may suspend websites that violate our policies, meaning that the website can no longer be advertised until the problem is fixed.
Account suspension: An account may be suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup. Learn more about suspended accounts.
If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support