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App ad requirements

App ads can be used to encourage app installation or app engagement. App ads, extensions, and the apps they promote are subject to the standard AdWords policies and the requirements below.

When reviewing app ads, we look at a variety of elements, such as the ad, the developer name or app title, the app icon, the app installation page, and the app itself for compliance with our policies.

Note that the Google Play Store might exclude certain apps from being promoted within the store, even though the app continues to be available. App promotion ads for such apps may not serve within the Google Play Store.

Related policies and common disapprovals

The following AdWords policies are especially relevant to app ads and are often associated with disapprovals.

Compliant app installation page and app metadata

The installation page for an app must comply with our advertising policies because application metadata can be used in the ad during serving.

App versions

Due to the nuanced nature of app binary versioning, we might require that multiple versions of an app are policy compliant in order to allow ads for that app to run. This is because app stores can allow multiple versions of an app to be published at the same time for different devices, and app engagement ads can work with multiple versions of the same app.

App violates policy

If your app is disapproved, follow the instructions in the Destination requirements policy to fix your app and get your ads running again.

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. App ads can’t contain any adult-oriented content.

Editorial

For app ads, the app title and developer name is sometimes used in the ad text and needs to comply with our Editorial policies, such as Capitalization, Punctuation, and Style and spelling.

Style and spelling

According to the Style and spelling policy, ads must be comprehensible and easy to understand. For example, interactive app ads should prompt the user with the expected action whenever options are confusing or ambiguous.

Unidentified business

App ads must comply with our Unidentified business policy by clearly showing the app name throughout the ad interaction.

Image quality

Images must comply with our Image quality policy. For example, we don’t allow strobing, flashing, or otherwise distracting images. For HTML5 app ads that include an interactive demo of a game or app features, the demo may include imagery that flashes or strobes, but other parts of ad content such as install or download buttons must comply with this policy.

Destination requirements

For deep link ads, ensure that you have set up your deep link URL correctly. We currently don’t support third-party tracking links for app engagement ads. For App promotion ads, ensure that any third-party tracking redirects take the user to the correct app on the correct store. Apps can’t be promoted in places where the application is not available for download. See the full Destination requirements policy for more information.

Destination experience

Apps must comply with our Destination experience policy. For example, we don’t allow sign-in barriers during an ad interaction to access promoted content. If your app requires sign-in or activation, ensure that after a user has completed this during first use, the app does not prompt for sign-in or activation during an ad interaction. The app ad must allow the user to close the ad within 5 seconds after the ad is first displayed.

Misleading content

Ensure that your app complies with our Misleading Content policy. Be clear about the content and functionality of your app and any prerequisites that your app might have, such as other apps, peripheral devices, or sensors. Prerequisite apps must be available in the appropriate app store and compliant with our policies. Don’t attempt to trick the user into accidentally clicking the ad. For example, you can't show an install button suddenly or unexpectedly during an ad interaction.

Unwanted software

Apps must comply with Google's Unwanted Software policy. This includes device hardware and network usage that could be deemed harmful or unexpected.

Trademarks

Google may remove ads in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, app icon, app title, and developer name. For more information, please visit our Trademark policy page.

Universal links and app links

If your ad destination uses universal links or app links, make sure both the web and the app destinations are compliant with our policies.
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