Click-to-Play video ads

What's the policy?

Click-to-Play video ads are ads that start out with a static opening image and then show a video when clicked. The rules that apply to text ads generally apply to Click-to-Play video ads too. To ensure your video ads are appropriate, we also have additional requirements when using the Click-to-Play format, as shown below.

Technical requirements

Opening image

  • Image size: Must be 50 KB or smaller; you can crop your image using the "crop image" feature
  • File format: Must be in .JPG, .PNG, or .GIF
  • Image animation: Opening image can't be animated

Video

  • Video size: Video ads will run in the following placements on sites that are part of the Google Network:
    • 300 x 250 (Inline rectangle)
    • 336 x 280 (Large rectangle)
  • File format: Can be any video format supported by YouTube
    • Preferred video codec: H.264, MPEG-2 or MPEG-4
    • Preferred audio codec: MP3 or AAC
  • Frame rate: Minimum 14 frames-per-second (30 fps recommended)
  • Aspect ratio: 4:3 aspect ratio recommended; other aspects will be accepted but may be letterboxed
  • Audio: Must be encoded at a volume less than or equal to -12 db
  • Playing time Must be 4 minutes or less

Content requirements

Relevance and quality
Both the opening image and video playback must be relevant to the advertised site. Ad images and videos must be clear and recognizable, with legible text. We don't allow unclear, blurry, or unrecognizable images or videos in your ads.

Inappropriate language
Video and audio content can't contain potentially offensive or inappropriate language. Avoid "bleeped" out expletives where the curse word is still identifiable from the audio.

Trademarked terms
Video and audio can't contain the terms "Google," "Gmail," "Orkut," or other terms that imply an affiliation with Google.

Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Click-to-Play ads and the content they point to must be "family safe." Click-to-Play ads and their associated websites cannot contain "non-family" or "adult" content.

What can I do if my ad gets disapproved?

If your ad gets 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?
Video ad length Your video ad is too long. Shorten your video so that it's four minutes or less.
Poor image/video quality Your video ad contains unclear, blurry, or unrecognizable images or videos. Remove all unclear, blurry, or unrecognizable images from your video.
Irrelevant image/video Your video ad contains content that isn't relevant to your site. Edit your video ad so that it's relevant to the website you're advertising.
Inappropriate language Your video ad contains inappropriate language. Edit your video ad by removing any inappropriate language, like curse words or adult words.
Trademarked terms Your video ad contains a trademarked term with no explicit authorization from the trademark owner. Edit your ad by removing any trademarked terms. Otherwise, have the trademark owner request authorization for you to use the trademarked terms in 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.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit your ad for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure you remove any references to the unacceptable content before saving your ad.

Here's how to edit your ad:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Go to your Campaigns tab and then click the Ads tab.
  3. Place your mouse cursor 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.
  4. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change to reflect its current status – it'll change from "Disapproved" to "Under review" or "Eligible." We work to review all ads in our program as quickly as possible, usually within three business days.

What happens if I violate this policy?

  • 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 with AdWords 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, you can contact us via the link below. You'll be taken to our "Ad Approvals and Policies" form where you can write to us about your issue.

Contact AdWords Support