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Gmail ad requirements

Gmail ads allow you to target users with sophisticated targeting signals and a high-impact, message-like ad format. Users are shown a collapsed ad at the top of the tabs in their Gmail account. The collapsed ad opens to an expanded ad that can be designed to promote a variety of goals (including embedded forms or video). You can also include links to an external site, app marketplace, or click-to-call.

Gmail ads are subject to the standard AdWords policies, the personalized advertising policies, and the requirements below.

Data collection in Gmail ads

The following is not allowed:

Collection of user-specific statistics

Note: This includes pixel placement and any connection to a user’s web browser cookie while they are in Gmail, prior to a click which will take the user out of Gmail. Post-click user statistics collection is permitted in accordance with your website’s privacy policy.

Failure to link to the advertiser’s privacy policy when using embedded forms

Requesting prohibited information from users with an embedded form

List of permitted form fields

The following form fields are permitted in HTML forms for Gmail ads

Basic info Permitted form fields
Category Name (First name, Last name)
Address
City
State
Zip code
Country
Email address
Phone number
Age
13-18
18-24
25-34
35-44
45-54
55-64
65 or more
Gender
Best time to call
Program or product of interest
Education Year graduated
Highest level of education
Local and classifieds Desired location of service
Type of service
Finance/Insurance
ranges for $ fields:
0 - 14999
15000 - 24999
25000 - 39999
40000 - 59999
60000 - 74999
75000 - 99999
100000+
Amount of loan (range)
Currency
Finance type (loan, mortgage, credit card)
Household income (range)
Investible assets (range)
Life insurance cover amount (range)
Military member
Own or rent (auto, home, etc.)
Rate your credit
very poor
poor
fair
good
excellent
What is your home worth? (range)
Automotive Car make/model
Travel Origin or destination
Departure/return date
B2B Company
Job
Title
Number of employees
1-10
10-50
50-100
100-500
more than 500

Third-party serving in Gmail ads

The following is not allowed:

Third-party ad serving and third-party impression tracking

Animation in Gmail ads

The following is not allowed:

Animated images or animation effects

Related policies and common disapprovals

The following AdWords policies are especially relevant to Gmail ads and are often associated with disapprovals. Learn about what happens if you violate our policies.

Personalized advertising

Gmail ad advertisers must comply with our personalized advertising policies for all Gmail ads. Gmail ad advertisers can't use personalized advertising policy categories to target ads to users or to promote advertisers’ products or services. They also apply in Gmail ads that aren't targeted to users using keywords.

Data collection and use

All ads and extensions must follow the Data collection and use policies, which govern how much information you can collect and the specific ways you can use it.

Adult content

To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. See the Adult content policy for more information.

Misleading content

All information should be accurate and descriptive of what you’re advertising. See the Misleading content policy for more information. For example, the business name should clearly represent the advertised business.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information.

Editorial

The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads. See the Editorial policy for more information.

Trademarks

Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademark policy for more information.

If your ads are marked "Approved (limited)" review how this status impacts where your ad can show.

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