WAP mobile ads

WAP mobile ad characters

  • Google doesn't allow unnecessary or gimmicky symbols in your ad text. Examples of gimmicky symbols
    • :)
    • :-o)
    • ^_^
  • Google allows common text message abbreviations in WAP mobile ads: Examples of common abbreviations
    • 1 – one, won
    • 2 – to, two, too
    • 2day - today
    • 2moro - tomorrow
    • 2nite - tonight
    • B4 - before
    • CU - see you
    • CYA - see ya
    • D8 - date
    • Gr8 - great
    • H8 - hate
    • L8 - late
    • L8R - later
    • NE - any
    • NE1 - anyone
    • NO1 - no one
    • Q - question
    • R - are
    • RU - are you
    • Some1 - someone
    • Sry - sorry
    • Thx - thanks
    • U - you
    • UR - you are
    • W8 – weight, wait
    • Xlnt - excellent
    • Y - why

Technical requirements

Requirement Details
Character length WAP ad headlines are limited to 18 characters, description lines to 18 characters, and display URLs to 20 characters.
Banner sizes Google currently supports the following banner sizes:

6:1 aspect ratio

  • 300 x 50, less than 7.5k file size
  • 216 x 36, less than 4.5k file size
  • 168 x 28, less than 3k file size

4:1 aspect ratio

  • 300 x 75, less than 7.5k file size
  • 216 x 54, less than 4.5k file size
  • 168 x 42, less than 3k file size

Japan-standard size

  • 192 x 53, less than 5k file size

If you already use a different ad format for an existing ad, the following formerly-accepted formats can continue to run:

  • 305 x 64, less than 3k file size
  • 215 x 34, less than 2k file size
  • 192 x 53, less than 2k file size
  • 167 x 30, less than 2k file size
Mobile markup language Google currently supports the following markup languages:
  • wml (WAP 1.x)
  • xhtml (WAP 2.0)
  • chtml (imode, etc.)
  • PDA-compliant html

WAP mobile web sites are presented in various formats and protocols, and not all mobile devices are compatible with each format. By knowing in which markup language your mobile web page is written, we can make sure your ads are shown on compatible devices.

Flash Google doesn't support Flash mobile image ads at this time.

Country requirements

In addition to the requirements above, there may be further restrictions based on which countries your campaign targets. Click a country below to see additional requirements that you must meet in order for your ad campaign to target that country.

Requirement Details
Character length (WAP) Japanese-language WAP ad headlines are limited to 12 characters, description lines to 12 characters, and display URLs to 20 characters.
Emoji "Emoji" are picture characters or emoticons used in Japanese wireless messages and webpages. Google doesn't allow emoji in Japan.
Requirement Details
Character length (WAP) Chinese-language WAP ad headlines are limited to 9 characters, description lines to 9 characters, and display URLs to 20 characters.

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.

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support

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