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Responsive ad requirements

Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. Your responsive ad might show as a native ad on one site and a text ad on another, automatically transforming itself to fit based on your targeting and campaign goals. Responsive ads are subject to the standard AdWords policies and the requirements below.

Image text in responsive ads

The following is not allowed:

Not allowed Text (including logos with text) that covers more than 20% of the image

Learn how to fix a disapproved ad or extension. Remove excess text, and then re-upload your image. If you can’t edit the image to meet this requirement, upload a different image that complies with the policy.

Animation in responsive ads

The following is not allowed:

Not allowed Animated images (such as animated GIFs)

Related policies and common disapprovals

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

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.

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.

Misleading content

All information should be accurate and descriptive of what you’re advertising. See the Misleading content policy for more information.

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

Image quality

All images used in advertising must meet certain quality standards. The image layout must conform to AdWords standards and the image itself can’t be blurry. See the Image quality 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.
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