HTML5/Playable assets capture the attention of app users in a unique way by being interactive and entertaining. This article describes where HTML5/Playable assets can appear and the sizes and formats you can upload for your App campaign, and how we measure interactions and conversions.
- AMPHTML assets aren't supported in App Campaigns.
- Currently, HTML5/Playable ads aren’t eligible to serve on App Campaigns for pre-registration and App Campaigns for engagement.
Where and how your ads may appear
Your HTML5/Playable assets may be paired with other assets such as your app icon, app description, or description text when they are displayed on the Google Display Network. App campaigns respect your account settings regarding any exclusions you’ve set for webpages and apps. Learn more about how to Exclude placements at the account level.
HTML5/Playable sizes and formats
Before you create an App campaign, consider the following tips for creating your HTML5 assets:
- Currently accepted attributes for HTML5:
- Orientation tags (your assets will appear as full screen ads on the majority of devices)
Orientation Orientation specified in HTML Portrait Recommended: <meta name="ad.orientation" content="portrait">
Also acceptable: <meta name="ad.size" content="width=320,height=480">
Landscape Recommended: <meta name="ad.orientation" content="landscape">
Also acceptable: <meta name="ad.size" content="width=480,height=320">
Portrait and Landscape <meta name="ad.orientation" content="portrait,landscape">
- Orientation tags (your assets will appear as full screen ads on the majority of devices)
- To validate your HTML5 assets before uploading, run your .ZIP file through the Google Ads HTML5 Validator tool.
- Upload your asset as a .ZIP file with a maximum size of 5MB and no more than 512 files within the .ZIP.
- You can upload up to 20 .ZIP files for each ad group.
- UTF-8 must be used for non-ASCII characters.
- The HTML5 asset should have a responsive design because it will render in a range of full-screen display sizes.
- Sound and video are now supported for HTML5 ads for App campaigns.
- Note: Sound should not be enabled before the user interacts with a Playable ad.
If you're having problems with uploading assets, learn more about how to fix issues with HTML5 assets for App campaigns.
How your ads are measured
HTML5/Playable App campaign ads provide an immersive experience for your current and potential app users that allows for app interaction before downloading the app. Because users may interact with the HTML5/Playable ads but take action later, it’s important to accurately measure interactions and their impact on conversions.Engagements
- What they are: An engagement is counted when a user interacts for the first time with or clicks on your HTML5/Playable ad.
- How they’re billed for App ads: HTML5/Playable ads are charged on a cost per engagement (CPE) basis. You’ll be billed for an Engagement, which is recorded when a user interacts for the first time with or clicks on your HTML5/Playable ad.
- How conversions are measured: For HTML5/Playable ads, conversions are counted when a user installs your app within 30 days of an Engagement. Learn more about mobile app conversion windows.
Benefits
- Greater accuracy when measuring performance of your HTML5/Playable app install ads.
- Improved and more accurate conversion data to optimize conversions.
If you don't use Google Web Designer
HTML requirements |
HTML5 assets must include:
Explicit end tags (inline ending tags will not be accepted):
These requirements may require moving inline SVGs into separate files within the .ZIP bundle. |
Upload requirements |
All code and assets must be referenced using a relative path to resources included in the .ZIP file. No external references are allowed except references to:
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Clickable buttons |
If you want to make sure users can click on your call to action button (for example, “Download”), follow these instructions to include the exitapi.js script. If you don't include the exitapi.js script, Google Ads will add a call to action (“Install”) button for you. Instructions
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If you use Google Web Designer
Ad environment | When you create an asset in Google Web Designer, you must specify the “Google Ads” environment. |
Supported components |
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Publishing for Google Ads | In Google Web Designer:
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Limitations |
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