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 

150 KB or smaller

          

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



.GIF



150 KB or smaller

 

Banner: 468 x 60 Leaderboard: 728 x 90

       

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



.SWF (Flash)



150 KB or smaller

         

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 

Flash version 

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,



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:   



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:   

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: 

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.     

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