Below, you’ll find asset specifications for each product and campaign type. You can use this guide alongside the best practices guide to help ensure that you create the best ads possible and get the most from your advertising.
App campaigns
App campaigns
App campaigns streamline the process for you, making it easy to promote your apps across Google’s largest properties including Search, Google Play, YouTube, Discover on Google Search and the Google Display Network.
Learn more about Ad Formats & Assets.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Headlines | 30 characters | 1–5 headlines Recommended: 5 |
✓ | |
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| Descriptions | 90 characters | 1–5 descriptions Recommended: 5 |
✓ | |
Note: Make sure that your language targeting matches the language used in your ads as your text will not be translated when your ads are served.
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 1.91:1 |
1200 x 628 pixels (min 600 x 314 pixels) |
1–20 images Recommended: 1 |
✕ | |
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| Vertical 4:5 |
1200 x 1500 pixels (min 320 x 400 pixels) |
1–20 images Recommended: 1 |
✕ | |
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| Square 1:1 |
1200 x 1200 pixels (min 200 x 200 pixels) |
1–20 images Recommended: 1 |
✕ | |
Note: Upload images as .jpg or .png with a maximum size of 5 MB. Recommended images are optional, but will help your campaign stand out with excellent ad strength. Learn more About ad strength for App campaigns.
Videos
| Ratio | Recommended length | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 16:9 |
10–60 seconds | 1–20 videos Recommended: 3 |
✕ | |
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| Vertical 9:16 |
10–60 seconds | 1–20 videos Recommended: 7 |
✕ | |
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| Square 1:1 |
10–60 seconds | 1–20 videos Recommended: 2 |
✕ | |
Note: Videos must be uploaded to YouTube before they can be used. Recommended videos are optional, but will help your campaign stand out with excellent ad strength. Learn more About ad strength for App campaigns.
Demand Gen campaigns
Demand Gen campaigns
Demand Gen campaigns help you reach up to 2.9 billion people as they browse feeds on YouTube, check the Gmail Promotions and Social tabs and scroll through Discover to catch up on their favourite topics.
Learn more about Demand Gen ads format requirements.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Final URL | 2,048 characters | 1 URL | ✓ | |
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| Business name | 25 characters | 1 name | ✓ | |
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| Call to action | Automated | 1 call to action | ✓ | |
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| Headlines | 40 characters | 1–5 headlines Recommended: 5 |
✓ | |
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| Descriptions | 90 characters | 1–5 descriptions Recommended: 3 |
✓ | |
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 1.91:1 |
1200 x 628 pixels (min 600 x 314 pixels) |
1–20 images Recommended: 3 |
✓ | |
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| Logo 1:1 |
1200 x 1200 pixels (min 144 x 144 pixels) |
1–5 images Recommended: 1 |
✓ | |
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| Square 1:1 |
1200 x 1200 pixels (min 300 x 300) |
1–20 images Recommended: 3 |
✓ | |
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| Vertical 4:5 |
960 x 1200 pixels (min 480 x 600 pixels) |
1–20 images Recommended: 3 |
✕ | |
Videos
| Ratio | Recommended length | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 16:9 |
10–60 seconds | 3 videos | ✕ | |
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| Vertical 9:16 or 4:5 |
10–60 seconds | 3 videos | ✕ | |
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| Square 1:1 |
10–60 seconds | 3 videos | ✕ | |
Display campaigns
Responsive display ads
Responsive display ads are a form of asset-based ads. An asset is simply a part of an ad, such as a headline, description, image or logo. To create asset-based ads, you'll provide: headlines, descriptions, images and logos. Google uses machine learning algorithms to arrange these assets in countless combinations across the web, continuously optimising for performance.
Learn more About responsive display ads.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Headlines | 30 characters | 1–5 headlines | ✓ | |
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| Long headline | 90 characters | 1 headline | ✓ | |
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| Descriptions | 90 characters | 1–5 descriptions | ✓ | |
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| Business name | 25 characters | 1 name | ✓ | |
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| Call to action | Automated | 1 call to action | ✓ | |
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 1.91:1 |
1200 x 628 pixels (min 600 x 314 pixels) |
1–15 images Recommended: 5 |
✓ | |
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| Logo 1:1 |
1200 x 1200 pixels (min 128 x 128 pixels) |
1–5 images Recommended: 1 |
✓ | |
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| Logo 4:1 |
1200 x 300 pixels (min 512 x 128 pixels) |
1–5 images Recommended: 1 |
✕ | |
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| Square 1:1 |
600 x 600 pixels (min 300 x 300 pixels) |
1–15 images Recommended: 5 |
✓ | |
Videos
| Ratio | Recommended length | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 16:9 |
Any Preferred: 30 seconds |
1–5 videos Recommended: 2 |
✕ | |
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| Square 1:1 |
Any Preferred: 30 seconds |
1–5 videos Recommended: 2 |
✕ | |
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| Vertical 2:3 |
Any Preferred: 30 seconds |
1–5 videos Recommended: 2 |
✕ | |
Performance Max
Performance Max campaigns
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail and Maps.
Learn more About Performance Max campaigns.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Headlines | 30 characters | 3–15 headlines Recommended: 11 |
✓ | |
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| Long headline | 90 characters |
1–5 headlines |
✕ | |
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| Descriptions | 90 characters | 1–5 descriptions Recommended: 4 |
✓ | |
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| Business name | 25 characters | 1 name | ✓ | |
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| Call to action | Automated | 1 call to action | ✓ | |
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| Final URL | 2,048 characters | 1 URL | ✕ | |
Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description and additional assets to match your landing page content. Learn more About automatically created assets.
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 1.91:1 |
1200 x 628 pixels (min 600 x 314 pixels) |
1–20 images Recommended: 4 |
✓ | |
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| Square 1:1 |
1200 x 1200 pixels (min 300 x 300 pixels) |
1–20 images Recommended: 4 |
✓ | |
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| Logo 1:1 |
1200 x 1200 pixels (min 128 x 128 pixels) |
1–5 images Recommended: 1 |
✓ | |
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| Logo 4:1 |
1200 x 300 pixels (min 512 x 128 pixels) |
1–5 images Recommended: 1 |
✕ | |
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| Vertical 4:5 |
960 x 1200 pixels (min 480 x 600 pixels) |
1–20 images Recommended: 2 |
✕ | |
Note: Upload images as .jpg or .png with a maximum size of 5 MB. Some images are optional, but will help your campaign stand out with excellent ad strength.
Videos
| Ratio | Required length | Quantity | Required | |
|---|---|---|---|---|
| Horizontal 16:9 |
10 seconds or more | 1–5 videos Recommended: 1 |
✕ | |
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| Square 1:1 |
10 seconds or more | 1–5 videos Recommended: 1 |
✕ | |
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| Vertical 9:16 |
10 seconds or more | 1–5 videos Recommended: 1 |
✕ | |
Note: If you don’t add a video to your Performance Max asset group, then one or more videos may be auto-generated from the assets in your asset group. If you don’t have a video asset and don’t want to use the auto-generated videos, you can use the Google Ads video creation tool to create a video that you can use in your Performance Max campaign. Learn how to Create a video using asset library.
Merchant Center product feed
If you're a retailer, you can attach a Merchant Center feed to your Performance Max campaign to serve Shopping Ads.
You can find more information about the specifications and best practices to improve your product feeds in the Merchant Center Help Center:
Search campaigns
Business information
Business information allows you to complement your existing desktop and mobile text ads with business assets like business name and business logo. These assets can help you better connect with new and existing customers by leveraging brand equity.
Learn more About business information.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Business name | 25 characters | 1 name | ✓ |
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Logo 1:1 |
1200 x 1200 pixels (min 128 x 128 pixels) |
1 image | ✓ |
Ad assets
Assets are content pieces that make up your ad with useful business information – giving people more reasons to choose your business. Assets include the headlines, descriptions, links to specific parts of your website, call buttons, location information and more that come together to make up the eventual ad format that's shown to a user.
Learn more About assets.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Headlines | 25 characters | 1–20 headlines Recommended: 4 |
✓ | |
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| Final URL | 2,048 characters | 1 URL | ✓ | |
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| Descriptions | 90 characters | 1–5 descriptions Recommended: 4 |
✕ | |
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| Call to action | Automated | 1 call to action | ✕ | |
Images
| Ratio | Recommended size | Quantity | Required | |
|---|---|---|---|---|
| Square 1:1 |
1200 x 1200 pixels (min 300 x 300 pixels) |
1–20 images Recommended: 1 |
✓ | |
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| Horizontal 1.91:1 |
1200 x 628 pixels (min 600 x 314 pixels) |
1–20 images | ✕ | |
Responsive search ads
Responsive search ads let you create an ad that adapts to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.
Learn more About responsive search ads.
Text
| Type | Maximum length | Quantity | Required | |
|---|---|---|---|---|
| Headlines | 30 characters | 1–15 headlines | ✓ | |
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| Descriptions | 90 characters | 1–4 descriptions | ✓ | |
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| Final URL | 2,048 characters | 1 URL | ✕ | |
Note: Check out the Search automation technical guide to learn more about the signals Google uses, how queries match to keywords, how automation makes keyword matching more effective and what you can do to improve performance.
Shopping ads
About shopping ads
If you're a retailer, you can use Performance Max campaigns with a Google Merchant Center feed or Shopping campaigns to promote your online and local inventory, boost traffic to your website or local shop and find better qualified leads. To get started, you'll send us your product data with Merchant Center and create a campaign in Google Ads. Then, we'll use your campaign and product data to create ads on Google and in other placements around the web, depending on the campaign type. Shopping ads are one type of ad that can be created from your product data. In contrast to a text ad, which displays text only, Shopping ads show users a photo of your product, plus a title, price, shop name and more. These ads give users a strong sense of the product that you're selling before they click the ad, which gives you more qualified leads.
Learn more About Shopping ads.
You can find more information about the specifications and best practices to improve your product feeds in the Merchant Center Help Center:
Travel
Things to do
Things to do ads reach travellers when they’re showing interest in a particular city or destination. Things to do campaigns simplify the advertising process by removing the need to create ads and target keywords within your campaign.
Learn more about Things to do on Google.
Holiday rentals
When users search for holiday rentals on Google Search or Maps, they'll be presented with a list of rental options that best fit their itinerary and needs.
Learn how to Set up holiday rentals.
Video campaigns
In-feed video ads
In-feed video ads place your brand, product or service alongside YouTube content that's likely to be viewed by your target audience. In-feed video ads appear in YouTube search results, YouTube watch next and the YouTube app Home feed.
Learn more about In-feed video ads.
Video
| Ratio | Resolution | Recommended length | ||
|---|---|---|---|---|
| Horizontal 16:9 |
1920 x 1080 pixels | 15 seconds | ||
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| Vertical 9:16 |
1080 x 1920 pixels | 15 seconds | ||
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| Square 1:1 |
1080 x 1080 pixels | 15 seconds | ||
Note: It's recommended to upload videos with the .MPG (MPEignored2 or MPEignored4) format, although .WMV, .AVI, .MOV and .FLV .MPEignored1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm and HEVC (h265) are also accepted. Files should be less than 256 GB. Audio files such as MP3, WAV or PCM files are not accepted.
Text
| Type | Maximum length | |||
|---|---|---|---|---|
| Headlines | 2 lines 40 characters per line |
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| Descriptions | 2 lines 35 characters per line |
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Note: Headlines are excluded from desktop and TV watch page and may not show up on mobile. Descriptions don't appear on desktop watch page or on TV.
YouTube Masthead
With YouTube Masthead, you can showcase your brand, product or service in a native video-based ad format that appears in the YouTube Home feed across all devices.
Learn more about YouTube Masthead.
Video
| Ratio | Resolution | Recommended length | |
|---|---|---|---|
| Horizontal 16:9 |
1920 x 1080 pixels | Any length |
Note: It's recommended to upload videos with the .MPG (MPEignored2 or MPEignored4) format, although .WMV, .AVI, .MOV and .FLV .MPEignored1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm and HEVC (h265) are also accepted. Files should be less than 256 GB. Audio files such as MP3, WAV or PCM files are not accepted.
Text
| Type | Recommended length | |||
|---|---|---|---|---|
| Headline | ≤ 42 characters | |||
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| Description | ≤ 60 characters | |||
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| Call to action | ≤ 16 characters | |||
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| Final URL | Any | |||
Note: You can use the YouTube Masthead Preview to preview what your ad will look like on YouTube across desktop, mobile and TV screens.
Video action campaigns
Video action campaigns are a simple and cost-effective way to drive more conversions on and off YouTube, all in a single automated campaign. In this article, you’ll learn about the benefits of Video action campaigns and how Video action campaigns work.
Learn more about Video action campaigns.
Video
| Ratio | Resolution | Recommended length | ||
|---|---|---|---|---|
| Horizontal 16:9 |
1920 x 1080 pixels | ≥ 10 seconds | ||
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| Vertical 9:16 |
1080 x 1920 pixels | ≥ 10 seconds | ||
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| Square 1:1 |
1080 x 1080 pixels | ≥ 10 seconds | ||
Note: It's recommended to upload videos with the .MPG (MPEignored2 or MPEignored4) format, although .WMV, .AVI, .MOV and .FLV .MPEignored1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm and HEVC (h265) are also accepted. Files should be less than 256 GB. Audio files such as MP3, WAV or PCM files are not accepted.
Text
| Type | Maximum length | |||
|---|---|---|---|---|
| Headline | 30 characters | |||
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| Long headline | 90 characters | |||
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| Description | 90 characters | |||
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| Call to action | 10 characters | |||
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| Final URL | Any | |||
Video reach campaigns
Video reach campaigns are the next generation of buying reach in Google Ads, making it easier to buy skippable in-stream ads, bumper ads and non-skippable in-stream ads for your campaigns.
Learn more about Video reach campaigns.
Video
(Efficient Reach composition)
| Ratio | Resolution | Recommended length | ||
|---|---|---|---|---|
| Horizontal 16:9 |
1920 x 1080 pixels | 15 seconds (In-stream skippable, in-feed) and 6 seconds (Bumper) |
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| Vertical 9:16 |
1080 x 1920 pixels | 6–60 seconds (Shorts) | ||
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| Square 1:1 |
1080 x 1080 pixels | 6–60 seconds | ||
(Target Frequency composition)
| Ratio | Resolution | Recommended length | |
|---|---|---|---|
| Horizontal 16:9 |
1920 x 1080 pixels | 15 seconds (In-stream skippable, in-feed) and 6 seconds (Bumper) |
Note: It's recommended to upload videos with the .MPG (MPEignored2 or MPEignored4) format, although .WMV, .AVI, .MOV and .FLV .MPEignored1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm and HEVC (h265) are also accepted. Files should be less than 256 GB. Audio files such as MP3, WAV or PCM files are not accepted.
Thumbnails and companion banners
Thumbnails and companion banners exist alongside your video ad and are consistent across campaign types. A companion banner appears next to your video ad on YouTube. You can either upload a custom image for the banner, or allow Google Ads to generate an image from your YouTube channel banner.
Learn how to Create a companion banner for a video ad.
All thumbnails
| Ratio | Resolution | Format | File size | |
|---|---|---|---|---|
| Horizontal 16:9 |
1280 x 720 pixels (min 1280 x 640 pixels) |
.JPG, .GIF or .PNG | < 2 MB for videos < 10 MB for podcasts |
All companion banners
| Ratio | Resolution | Format | File size | |
|---|---|---|---|---|
| Horizontal 5:1 |
300 x 60 pixels | .JPG, .GIF or .PNG | < 150 KB |
Note: Companion banners are shown on desktop only.
