Although the sites in the Google Search Network only support text ads, the Google Content Network allow a variety of ad units.
Text Ads
Text ads describe the product or service you are advertising, and usually contain action-oriented copy to drive traffic and clickthrough. The search results pages on Google and in the Google Search Network will disply text ads. Sites in the Google Content Network can run text, image, and video ads.
[u]Specs[/u]
- Headline: 25 characters max
- Line 1: 35 characters max
- Line 2: 35 characters max
- Display URL: 35 characters max
- Destination URL: 1024 characters max
Image Ads (static & animated)
Image ads can run in either the keyword or placement-targeted campaigns to appear in the Google Content Network. Keep in mind that content sites can choose to not display image ads, so it's useful to have text ads as a backup for those sites.
[u]Specs[/u]
- Sizes: 468x60, 728x90, 200x200, 250x250, 300x250, 336x280, 120x600, 160x600
- Max file size: 50k
- Formats: .gif, .jpg, .png, .swf
- Sizes: 160x600, 120x600, 728x90, 200x200, 250x250, 300x250, 336x280
- Max file size: 75MB
- Formats: AVI, ASF, Quicktime, Windows Media, MP4, MPEG
- Maximum duration: 2 minutes, min 14 frames-per-second
- Audio: encoded at volume less than or equal to -12db
- Max file size: 50k
- Formats: .jpg, .png, .gif
- Headline: 18 characters max
- Description: 18 characters max
- Display URL: 20 characters max
- Mobile Destination URL (your destination URL must be specifically designed for mobile phones): 200 characters max
- Must give users a clear idea of where they will go when they click
- Must indicate who owns the destination URL
- Must include the .dot extension (.com, .net, etc)
- www. and http:// are not required
- Cannot be an email address
- Must comply with Google's editorial policy
- Must link to an actual website
- Must link to a working site
- Must not link to a site that's under construction
- Link cannot be broken
- Must be an HTML page -- the page must not require a program other than a browser to view (for example, it cannot link to a PDF file)
- Page cannot manipulate the functionality of the browser's back button so that the user cannot get back to the page your ad was displayed within one click
- No pop ups or pop unders when users enter or leave the landing page
- Be clear, concise
- Be relevant and targeted to users' interests
- Reflect Google values and aesthetics
- Be accurate and honest
- No hidden surprises
- Cannot offer prizes for clicks
- Use correct spelling, except commonly misspelled words or common variations
- Punctuation cannot be repeated two or more times in a row (no double exclamation marks)
- No exclamation point in the title of the ad
- No substituting words with symbols, numbers or letters
- Use correct spacing. For example, no "c-h-e-a-p" or "shop,buy,sell").
- No extra or miscellaneous punctuation
- Use proper grammar logical sentence or phrase with proper word use
- Capitalization only allowed for the first letter of each word
- Cannot repeat the same word three or more times in a row
- No offensive or inappropriate language
- No call to action (for example, "click here")
- No use of google trademarks: Google, Froogle, Gmail, Orkut, Urchin, Keyhole, PageRank
- Superlatives (best, #1) are only allowed if verification by a valid third party is clearly displayed on your site
- Competitive claims (better, easier, stronger) must be supported on landing page
- Prices, discounts, and free offers advertised on the ad must be supported within 1-2 clicks of landing page (does not have to include shipping or taxes)
- High quality, clear video and images
- Text must be clear and legible
- No deceptive tactics (mimicking computer functions, dialogue boxes, error messages, features)
- Cannot mimic a text ad
- Must completely fill the area of the image size choosen
- Cannot be segmented, contain multiple copies of iteself wihtin the ad, or otherwise appear to be more than one ad
- No rotated, inverted, sideways, or upside down images
- Be family safe (appropriate for minors) -- no alcohol, adult, sexual themes or inappropriate language
- No strobe, flashing, or distracting effects
- Ads cannot expand beyond the frame
Video Ads
Video ads will show a static image and will play only if the user clicks to activate it. If the video ad is a part of a CPC campaign, you will only be charged if the user clicks on the ad again, when the video is playing, and is taken to your landing page. An opening image must be included since your video ad does not automatically play.
[u]Video Specs[/u]
[u]Opening Image Specs[/u]
Mobile Ads
Mobile ads are a shorter version of the text ad, allowing less characters and only appears when users search Google from their mobile device. You can choose to send users who click on your ad to your website (must be designed a mobile webpage) or connect them to your business phone.
[u]Specs[/u]
Google's sophisticated and robust technology detects very slight variances in any ads run in their network, so adhering to their policies to the letter is the only way to have a smooth running campaign. For the most up to date policies, sign in to your AdWords account and refer to the Google AdWords Terms and Conditions section. You can also find help at AdWords Help Center and AdWords Learning Center.
Display and Destination URL Policy
When you create an ad, you have the option to use a display URL (the one that will actually be shown on the ad) that is different from the destination URL (the page that users would actually go to when they click on your ad, also known as the "landing page"). However, there are clear rules regarding the display URL and landing page.
[u]Display URL[/u]
Example of incorrect use:
Display URL: bigbookstore.com
Destination URL: amazon.com/1245-43543
[u]Landing page[/u]
Ad Text Editorial Policy
Image and Animated Ads Policy
Affiliate policy
AdWords will only allow one ad for affiliates (and parent companies) sharing the same (or similar) display URL. Your ad may not appear if another affiliate is using AdWords to run a campaign with the same or similar URL.