What’s the policy?
Image ads are ads that appear with a picture. The rules that apply to text ads generally apply to image ads, too. To ensure that your image ads are appropriate, we also have additional requirements when using the image ad format, as shown below. The policies below apply to both standalone image ads and image ads created using the Ad gallery.
Technical requirements
Non-animated image ads
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| Image size |
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Animated image ads
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| File size |
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| Image size |
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| Animation length and speed |
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HTML5 ads
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A ZIP file may contain any of the following file types:
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| Image size |
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| Supported features |
Important
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Flash ads
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| File size |
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| Image size |
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| Animation length and speed |
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| Flash version |
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How to determine if a Flash ad is running as an HTML5 ad
Not all Flash ads can be converted to HTML5. To see whether your Flash ad will convert, upload it to the Swiffy tool. If this tool is able to convert your ad, then your ad will be automatically converted when it is uploaded to AdWords.
To see in your AdWords reports whether your Flash ad was converted, segment your ad table by devices. If you see mobile or tablet impressions for a Flash ad, then your ad was converted.
In the future, we will be providing a notification on all converted Flash ads. We expect this to be available in late 2015.
Where Flash and HTML5 ads run
Flash ads that have been converted to HTML5 will be able to run on any inventory that supports either ad format.
Image ad sizes by region
Here are more image ad sizes that you can use, depending on the region where you show your ad. These ad sizes are available for non-animated image ads, animated image ads, and Flash ads.
Keep in mind
Some image ad sizes are available only in some regions.
| Ad type | Dimension | Size limit | Regional use |
|---|---|---|---|
| PL billboard | 750×100 | 150 KB | One of the more popular ad sizes in Poland |
| PL double billboard | 750×200 | 150 KB | One of the more popular ad sizes in Poland |
| PL triple billboard | 750×300 | 150 KB | One of the more popular ad sizes in Poland |
| Vertical rectangle | 240×400 | 150 KB | One of the more popular ad sizes in Russia |
| Panorama | 980×120 | 150 KB | One of the more popular ad sizes in Sweden |
| Top banner | 930×180 | 150 KB | A popular ad size in Denmark |
| Triple widescreen | 250×360 | 150 KB | One of the more popular ad sizes in Sweden |
| Netboard | 580×400 | 150 KB | One of the more popular ad sizes in Norway |
Content requirements
Graphical layout
Ads must take up the entire space of the image size you’ve chosen, and they can’t appear sideways or upside down. Ads can’t be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad. Google also doesn’t allow ads that expand beyond the frame or otherwise encroach on the website.
Note that in each image ad, we include a small informational graphic overlay. We will not resize your image to accommodate this element. Your ad should always be submitted in the full original format size and take this overlay element into account. If the ad you submit is resized in advance, there may be extra white space visible when your ad is displayed. You can preview how your ad will appear with this overlay during the ad creation process when creating a standard image ad or a template image ad in the Ad gallery.
Relevance and quality
Image ads must be relevant to the advertised site. Ad images must be clear and recognizable, with legible text. We don’t allow unclear, blurry, or unrecognizable images to be used in ads.
Strobing and flashing
Google doesn’t allow strobing, flashing backgrounds, or otherwise distracting ads.
Mimicking site content, news articles, or text ads
Google doesn’t allow ads that mimic publisher content or layout, or news articles and features. Ads may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Image ads and the content they point to must be “family safe.” Any image ads and their associated websites cannot contain “non-family” or “adult” content.
What can I do if my ad gets disapproved?
If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:
| Disapproval reason | What does it mean? | What do I do now? |
|---|---|---|
| Unacceptable animation length | Your ad’s animation length is more than 30 seconds. | Ensure that your ad’s animation length is 30 seconds or less. |
| Incorrect image layout | Your ad’s layout is unconventional or is expanding beyond the frame. | Ensure that your ad takes up the entire space of the chosen image size. The ad shouldn’t appear sideways or upside down, and shouldn’t appear like it’s more than one ad. Also, check that your ad doesn’t expand beyond the frame or otherwise encroach on the website. |
| Poor image/video quality | Your ad is unclear or unrecognizable. | Remove all unclear, blurry, or unrecognizable images from your ad. |
| Unacceptable image/video content | Your ad contains content that’s not considered family safe. | Edit your ad by removing any adult or non-family safe content. |
How do I resubmit my ad for review?
If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad.
Here’s how to edit your ad:
- Visit your account’s Ads tab.
- Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you’ll be able to edit your ad right there.
- Click Save when you’re done editing your ad.
After editing and saving your ad, the Status column will change from “Disapproved” to another status like “Under review” or “Eligible.” We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.
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.
Contact information
If you still have questions about this policy, you can contact us via the link below. You’ll be taken to a form where you can write to us about your issue.
Contact AdWords Support
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