Google AdWords Spec Sheet
Image ads
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 images ads created using the display ad builder.
Technical requirements
File type
File size
Image size
Non-animated image ads
 .JPEG
 .JPG
 .PNG
 .GIF
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150 KB or smaller
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Mobile leaderboard: 320 x 50
Banner: 468 x 60
Leaderboard: 728 x 90
Square: 250 x 250
Small square: 200 x 200
Large rectangle: 336 x 280
Inline rectangle: 300 x 250
Skyscraper: 120 x 600
Wide skyscraper: 160 x 600
Half-page: 300 x 600
Large leaderboard: 970x90
See sample image sizes
Animated image ads
File type
File size
Image size
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.GIF
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150 KB or smaller
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Banner: 468 x 60
Leaderboard: 728 x 90
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Animation length and
speed
Square: 250 x 250
Small square: 200 x 200
Large rectangle: 336 x 280
Inline rectangle: 300 x 250
Skyscraper: 120 x 600
Wide skyscraper: 160 x 600
Half-page: 300 x 600
Large leaderboard: 970x90
See sample image sizes
 Animation length must be 30 seconds or shorter
 Animations can be looped, but the animations must stop after 30
seconds
 Animated GIF ads must be 5 fps or slower
 Animated GIFs cannot be used in mobile or tablet ads
Flash ads
File type
File size
Image size
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.SWF (Flash)
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150 KB or smaller
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Banner: 468 x 60
Leaderboard: 728 x 90
Square: 250 x 250
Small square: 200 x 200
Large rectangle: 336 x 280
Inline rectangle: 300 x 250
Skyscraper: 120 x 600
Wide skyscraper: 160 x 600
Half-page: 300 x 600
Large leaderboard: 970x90
See sample image sizes
 Animation length must be 30 seconds or shorter
 Animations can be looped, but the animations must stop after 30
Animation
seconds
length and speed
 Flash ads must be 20 fps or slower
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Flash version
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Important
AdWords currently supports only Adobe Flash Player versions 4
through 10.1. If your ad uses any other version (such as 10.2), it cannot
be uploaded.
Because the published SWF file can be loaded into a parent SWF file,
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do not use "_root" or "_level0", set "_lockroot=true", or contain Stage
class references.
Including these parameters can cause Flash ads not to work in some
cases.
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.
Image ad sizes by region
Ad type
Dimension Size limit
Regional use
Vertical rectangle 240x400 150 KB One of the more popular ad sizes in Russia
Panorama
980x120 150 KB One of the more popular ad sizes in Sweden
Top banner
930x180 150 KB A popular ad size in Denmark
Triple widescreen 250x360 150 KB One of the more popular ad sizes in Sweden
Netboard
580x400 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 display ad builder.
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.
Trick to click
Google doesn't allow ad behaviors that might trick a user into clicking the ad:
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Ads cannot pretend to be a system or site warning.
Ads cannot mimic or resemble Windows, Mac, Unix, or Chrome OS dialogue boxes,
error message, etc.
Ads should be clearly distinguishable as ads and as separate from the page's content.
o Ad background must have the distinct look and feel of an ad.
o Ad product or offer must be clearly identified/promoted in connection with your
brand, logo, or name.
o On all .gif and .swf ads with partially black or white backgrounds, you must add a
visible border of a contrasting color to the majority background color of the ad.
A single ad in violation will result in a minimum of campaign disapproval.
Trick to click (animated ads)
Google doesn't allow the following ad behaviors that might trick a user into clicking the ad:
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Ads cannot be for the sole purpose of playing a contest or game or to win prizes.
However, ads can promote sweepstakes and contests on their sites.
Ads can simulate mouse or computer actions like mimicking the movement of a mouse
icon within the parameters of the ad, as long as the mousing effects stop after 5 seconds.
Ads can have mock animated features or icons as long as the functionality works or the
purpose of these features can be achieved on the landing page.
Trick to click (display ad builder ads)
Google doesn't allow the following ad behaviors that might trick a user into clicking the ad:
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Ads can have mock animated features or icons as long as the functionality works or the
purpose of these features can be achieved on the landing page.
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?
Your ad's animation
Unacceptable
length is more than 30
animation length
seconds.
What do I do now?
Ensure that your ad's animation length is 30 seconds
or less.
Your ad's layout is
Incorrect image unconventional or is
layout
expanding beyond the
frame.
Unacceptable
image content
Poor
image/video
quality
Unacceptable
image/video
content
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.
Your ad's behavior is
tricking users to click
on your ad.
Ensure that your ad doesn't contain gimmicks that
would trick a user into clicking the ad.
Your ad is unclear or
unrecognizable.
Remove all unclear, blurry, or unrecognizable images
from your ad.
Your ad contains
Edit your ad by removing any adult or non-family safe
content that's not
content.
considered family safe.
**Advertiser claims
Advertiser claims
What's the policy?
Your AdWords ads should be truthful, accurate, and up-to-date every time they're shown to
users.
Advertiser claims include but are not limited to: competitive claims, superlatives, offers,
discounts, and pricing. This policy also covers unverified offers and claims that are either
scientifically impossible, or otherwise misleading to users.
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All advertising claims must be factually supportable.
All discounts and offers in your ad must be up-to-date and must match the content on
your website.
All advertised products, prices, offers, and discounts must be available on your site, at
most two clicks away from your landing page, or through a basic search on your site.
Users must be able to perform the ad's call to action – if any – on the site, within 2 clicks
of the landing page.
Any pricing information in ads must comply with local regulations concerning inclusion
of tax and other applicable charges.
For additional info:
https://support.google.com/adwordspolicy/answer/1316548?rd=1