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Image Ads

Our policy

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.

Technical requirements

Non-animated image ads
File type
  • .JPEG
  • .JPG
  • .PNG
  • .GIF
File size
  • 150 KB or smaller
Image size
  • Vertical rectangle: 240 x 400
  • Mobile leaderboard: 320 x 50
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Square: 250 x 250
  • Small square: 200 x 200
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large leaderboard: 970 x 90
  • Large mobile banner: 320 x 100
  • Billboard: 970 x 250
  • Portrait: 300 x 1050
See sample image sizes
Animated image ads
File type
  • .GIF
File size
  • 150 KB or smaller
Image size
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Square: 250 x 250
  • Small square: 200 x 200
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large leaderboard: 970 x 90
  • Large mobile banner: 320 x 100
  • Billboard: 970 x 250
  • Portrait: 300 x 1050
See sample image sizes
Animation length and speed
  • Animation length must be 30 seconds or less
  • Animations can be looped, but the animations must stop after 30 seconds
  • Animated GIF ads must be slower than 5 FPS

HTML5 ads

All HTML5 ads
Supported ad sizes
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Mobile leaderboard: 320 x 50
  • Square: 250 x 250
  • Small square: 200 x 200
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large leaderboard: 970 x 90
  • Large mobile banner: 320 x 100
  • Billboard: 970 x 250
  • Portrait: 300 x 1050
  • Panorama: 980 x 120
  • Top banner: 930 x 180
  • Triple widescreen: 250 x 360
  • Netboard: 580 x 400
More information about ad sizes
Supported file size
  • 150 KB or smaller
File type
  • .ZIP

The .ZIP file should contain the HTML for the ad as well as any of the other following file types:

  • .CSS
  • .JS
  • .HTML
  • .GIF
  • .PNG
  • .JPG
  • .JPEG
  • .SVG
HTML5 ads created in Google Web Designer
Ad environment When creating your ad in Google Web Designer, you must specify the “AdWords” environment.
Supported components
  • Tap Area
  • iFrame
  • Swipeable Gallery
  • Carousel Gallery
  • 360° Gallery
  • Gallery Navigation
  • Image Button
  • Spritesheet
Publishing for AdWords In Google Web Designer:
  1. Click on the Publish button.
  2. Select Publish locally.
  3. Upload the resulting .ZIP file to AdWords.
Limitations
  • 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.
All other HTML5 ads
HTML requirements HTML5 ads 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">
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, then you will need to include the exitapi.js script.

To use exitapi.js, include the following script in your HTML <head> tag:



<script type="text/javascript" src="https://tpc.googlesyndication.com/pagead/
gadgets/html5/api/exitapi.js"> </script>

Then make the following JavaScript call to enable your Final URL:



ExitApi.exit()

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, then AdWords will make the entire ad clickable, and you won't need the exit() call.

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

Flash ads

Flash ad requirements
File type
  • .SWF (Flash)
File size
  • 150 KB or smaller
Image size
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Square: 250 x 250
  • Small square: 200 x 200
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large leaderboard: 970 x 90
  • Large mobile banner: 320 x 100
  • Billboard: 970 x 250
  • Portrait: 300 x 1050
See sample image sizes
Animation length and speed
  • Animation length must be 30 seconds or less
  • Animations can be looped, but the animations must stop after 30 seconds
  • Flash ads must be 24 fps or slower
Flash version
  • Important
    AdWords currently supports only Adobe Flash Player versions 4 to 10.1. If your ad uses any other version (such as 10.2), then it cannot be uploaded.

  • In some cases, including these parameters can cause Flash ads not to work.

How to determine if a Flash ad is running as an HTML5 ad

Not all Flash ads can be converted to HTML5. To see whether your Flash ad will convert, check the ad in the ads table. If it says "Flash and HTML5 Ad" instead of just "Flash image ad", AdWords was able to successfully convert it.

Where Flash and HTML5 ads run

Flash ads that have been converted to HTML5 will be able to run on any inventory that supports either ad format.

Image ad sizes by region

Here are some more image ad sizes that you can use, depending on the region in which you show your ad. These ad sizes are available for non-animated image ads, animated image ads and Flash ads.

Bear in mind

Some image ad sizes are not available in all regions.

Ad type Dimension Size limit Regional use
PL billboard 750 x 100 150 KB One of the more popular ad sizes in Poland
PL double billboard 750 x 200 150 KB One of the more popular ad sizes in Poland
PL triple billboard 750 x 300 150 KB One of the more popular ad sizes in Poland
Vertical rectangle 240 x 400 150 KB One of the more popular ad sizes in Russia
Panorama 980 x 120 150 KB One of the more popular ad sizes in Sweden
Top banner 930 x 180 150 KB A popular ad size in Denmark
Triple widescreen 250 x 360 150 KB One of the more popular ad sizes in Sweden
Netboard 580 x 400 150 KB One of the more popular ad sizes in Norway

 

Click tags

Google doesn't allow Flash ads that don't support the clickTAG variable. The clickTAG is the tracking code assigned by Google to an individual ad. It allows Google to register where the ad was displayed when it was clicked and helps advertisers to determine the effectiveness of their campaign.

  • On any click, Flash ads should redirect to the URL specified in the clickTAG argument; there should be no other redirection in between.
  • The variable name must be spelled "clickTAG" (upper-case TAG; no space between click and TAG) and not "click tag", "Click Tag" or any other form.

ClickTAG parameter code for ActionScript 2:

   on (release)
   {
    if (clickTAG.substr(0, 5) == "http:" || clickTAG.substr(0, 6) == "https:")
    {
     getURL(clickTAG, "_blank");
    }
   }

ClickTAG parameter code for ActionScript 3:

import flash.events.MouseEvent;
import flash.net.URLRequest;
// ......
someButton_or_displayObject_to_receive_mouseClick.addEventListener(
   MouseEvent.CLICK,
   function(event: MouseEvent) : void {
     flash.net.navigateToURL(new URLRequest( root.loaderInfo.parameters.clickTAG), "_blank");
     }
   );

In the ActionScript 3 example, replace someButton_or_displayObject_to_receive_mouseClick with the actual name of the button that will receive the click.

ClickTAG parameter code to check for the https: prefix:

   on (release)
     {
       if (clickTAG.substr(0, 5) == "http:" || clickTAG.substr(0, 6) == "https:")
       {
        getURL(clickTAG, "_blank");
       }
     }

Note that it's not necessary to specify the Landing page URL for the ad anywhere in this code; this is taken care of through the usage of clickTAG. Also, depending on the structure of your Flash ad, it may be necessary to prepend "_root." or "_level0." to "clickTAG" above, resulting in "_root.clickTAG" or "_level0.clickTAG". It is strongly recommended that you upload the ad into your account and verify that the ad is behaving normally prior to it going live, allowing time for any necessary changes.

Tracking event constraints

Google doesn't allow the specific tracking of user interactions that don't involve clicks. Tracking parameters that are not allowed include:

  • View-through tracking
  • Key-modifier tracking
  • Mouse location tracking
Coded behaviour constraints

Google restricts the following coded behaviour:

  • Extra calls: Ad code cannot make external server calls for additional JavaScript or other functionality. All functionality must be localised to the code itself.
  • Tracking bypass: Ad behaviour cannot be changed to avoid or eliminate the AdWords redirect URL.
  • Destination changes: Ads should direct users to a web page with the appropriate destination URL. It should not open the final URL within the ad iFrame itself.
  • Integrated audio: Ads may contain user-initiated audio only.
  • Cursor behaviour: Ads may affect or change a user's mouse cursor (arrow) within the parameters of the ad, but the user should be able to stop this interaction if it's non-user initiated or it should auto-stop after 5 seconds.
  • Random numbers: Ads may not include code that generates or uses random numbers.
  • Other disruptive behaviour: Ads may not be designed or coded to circumvent the basic and usual AdWords flow. This includes (but is not limited to) the ad being displayed normally to users, Google registering the impression and a click directing the user to the final URL indicated by the advertiser in their AdWords account.

For more details on Flash, including detailed technical specifications, refer to the official Flash help centre.

Content requirements

Graphical layout
Ads must take up the entire space of the image size that you've chosen, and they can't appear sideways or upside down. Ads can't be segmented, contain multiple copies of themselves 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 that 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 recognisable, with legible text. We don't allow unclear, blurry or unrecognisable images to be used in ads.

Strobing and flashing
Google doesn't allow strobing, flashing backgrounds 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.

Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Image ads and the content that 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 as though 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 unrecognisable. Remove all unclear, blurry or unrecognisable 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 with 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:

  1. Visit your account's Ads tab.
  2. Hover over the row in the table that lists the ad that you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  3. Click Save when you've finished 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 working day. Some reviews may take longer because some ads require a more complex review.

What happens if you violate our policies

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised until the problem is fixed.
  • Account suspension: An account may get 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 get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, then you can contact us via the link below. You'll be taken to a form where you can write to us about your problem.
Contact AdWords Support


 
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