Creative guidelines

Unsupported creatives

Creatives with the following problems aren't supported by Display & Video 360 and can't be served. Review the creative problems and suggested solutions to fix them.

Creatives with landing pages that aren't crawlable

Problem

Common reasons why Google can't crawl your landing page include:

  • Page not found (404 error): You gave us a wrong URL so the page returned this error.
  • Server’s robots.txt disallows access: You have robotted your page by adding a robots.txt file to your server and prohibited crawl access.
  • Invalid URL: Your URL contains invalid characters or does not have the format of a valid link.
  • Page requires authentication: The URL is protected by an authentical protocol.
  • Hostname not resolveable: We were unable to resolve the hostname of your server to an IP address.
  • Private IP: Your website is hosted behind a firewall or router.
  • Timeout reading page: The server took too long returning the page.
  • Geo blocking: The landing page is blocked for some geographic locations on server side.


checkmark Solutions 

Update your landing page to a valid URL.

Make sure the landing page is live.

Make sure the landing page isn't hidden behind a login, firewall, or router.

Make sure the landing page has a robots.txt file that allows crawling by Googlebot and Google Adsbot.

Make sure the landing page has text and isn't only images.

To check if a page is crawlable, try searching for the page using a search engine. Next, check if you have a robots.txt file, and remove any lines that disallow Googlebot or Google Adsbot crawlers.

Not sure how to get started? Follow our step-by-step guide.
Creatives with landing pages that require sign-in

Problem

Display & Video 360 can't serve creatives that land on a page which requires users to sign in before they can proceed.


checkmark Solution 

Update the creative or the landing page.

Creatives with no landing page

Problem

Display & Video 360 requires creatives to link to at least one landing page.


checkmark Solution 

Modify the creative's code to allow clicking.

Creatives that can't be previewed

Problem

Your creatives can't be previewed by the Display & Video 360 creative review team, typically due to blocking technology or targeting in a third-party ad server. (If the creative review team can’t see it, Display & Video 360 can’t serve it.)


checkmark Solutions 

Use Display & Video 360's targeting settings and built-in, pre-bid verification technology to ensure your ads serve in only the correct places.
Alternately, make sure your advertiser has a branded backup creative that can always serve
Creatives that include multiple brands or advertisers

Problem

Creative content rotates several brands or advertisers.


checkmark Solution 

Move different brands and advertisers into distinct creatives.
Creatives that violate Google Ads' content policies or requirements

Problem

Display & Video 360 can't serve creatives that violate Google Ads' content policies or requirements. (For example, creatives that include adult or otherwise inappropriate content and creatives with non-user initiated functionality, such as autoplaying audio, automatically expanding without a user's interaction, and so on.)


checkmark Solution

Review Google Ads' policies and requirements, and update the creative to remove any violations.
Creatives that aren't legal nationally

Problem

Display & Video 360 can't serve creatives with content that isn't legal across the entire target country (for example, a creative for a state lottery that isn't legal across the country). Make sure your creatives comply with the broader legal restrictions in the country you intend to serve.


checkmark Solution 

Update the creative to comply with legal restrictions for that country.

Creatives that are poor-quality

Problem

Display & Video 360 can't serve creatives that are poor quality. This includes, but is not limited to, creatives that impersonate site content, encourage clicks, don't display a brand, or have flashing backgrounds.


checkmark Solution 

Update the creative.

Creatives that contain Flash cookies

Problem

Display & Video 360 can't serve creatives that contain Flash cookies.


checkmark Solution 

Remove the Flash cookie from the creative.

Creatives that slow down a user's device or browser

Problem

Display & Video 360 can't serve creatives that slow down a user's device or browser. This includes creatives that set more than 25 cookies, include more than 100 HTTP calls, or have a download size greater than 5 MB.


checkmark Solution 

Update the creative to reduce excessive resource loading.

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