[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/aokmarketing.com\/google-ad-specifications-plus-facebook-linkedin-and-more\/#BlogPosting","mainEntityOfPage":"https:\/\/aokmarketing.com\/google-ad-specifications-plus-facebook-linkedin-and-more\/","headline":"Google Ad Specifications – Plus Facebook, LinkedIn and more","name":"Google Ad Specifications – Plus Facebook, LinkedIn and more","description":"Online advertising is a crucial part of branding strategies. Social media platforms have made it possible for businesses to reach millions of potential customers with a few clicks and minimal hassle. Major advertising campaigns can be easily set up on these platforms but before your business can automate the advertising process, you need to figure … Continue reading Google Ad Specifications – Plus Facebook, LinkedIn and more<\/span><\/a>","datePublished":"2016-01-13","dateModified":"2017-05-31","author":{"@type":"Person","@id":"https:\/\/aokmarketing.com\/author\/dave-burnett\/#Person","name":"Dave Burnett","url":"https:\/\/aokmarketing.com\/author\/dave-burnett\/","identifier":5,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"AOK Marketing","logo":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","width":126,"height":53}},"image":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2016\/01\/online-advertising.jpg","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2016\/01\/online-advertising.jpg","height":652,"width":979},"url":"https:\/\/aokmarketing.com\/google-ad-specifications-plus-facebook-linkedin-and-more\/","about":["Adwords","AdWords Fixes","Bing\/Adcenter","Facebook","Google","LinkedIn","PPC - Pay Per Click Marketing","Search Engine Marketing (SEM)","Search Marketing","Tools"],"wordCount":2016,"keywords":["AdWords","Best PPC","facebook","LinkedIn","PPC","Search Marketing"],"articleBody":"Online advertising is a crucial part of branding strategies. Social media platforms have made it possible for businesses to reach millions of potential customers with a few clicks and minimal hassle. Major advertising campaigns can be easily set up on these platforms but before your business can automate the advertising process, you need to figure out an overall strategy and create your ads. You need to put a lot of thought into the ads creation process, and this will require a lot of brainstorming, this is where your marketing team can help you get out of the woods.Major social media and other online platforms have a fixed set of rules for supported ads. These rules are implemented strictly and there is no way to game the system, businesses have no choice but to standardize their ads within the guidelines published by these platforms. Your ad creation process will have to follow the policies and procedures of the platform because ads are not accepted if any rules are violated.The following guide is meant to give you a quick overview of the rules for the most popular ad programs online. We take a look at the rules and policies of Google, Facebook, Twitter, Instagram and Youtube. But first let\u2019s go through some general rules that will help you refine your advertisement creation process.Google Ad Specifications – Plus Facebook, LinkedIn and moreBest Practices for Online AdsOnline advertisements can do wonders for your sales and business growth, don\u2019t be deterred by the competition, even small businesses can reach millions of customers with the right ads. Follow these rules if you want to maximize audience engagement and reach.Determine who your audience isHaving a very specific idea about the demographic you are targeting is crucial if you wish to maximize conversions. The best ad will fall flat on its face if targeted towards people who are simply not interested in your product\/services. Specify the age group, location, gender, income level, occupation, education levels, etc. also look at psychographic aspects such as interests, values, lifestyles, behavior, and personality traits. It will be easy to tailor your marketing pitch once you have these parameters defined.Brand-friendly contentThis factor can be considered from two different perspectives and both are relevant here. One from the point of view of the ad creator, that is the business owner and secondly the ad delivery platform, that is Google or Facebook or other. The ad you create, whether it is a text ad, video, animation, should reflect the message you are trying to communicate to the customer. As far as the ad platform is concerned, the major ones have a powerful branding position and have cultivated a reputation built on millions of dollars and the most valuable commodity user trust. They will not display ads that are not up to the standards they implemented.Measure successHaving an excellent campaign in place will be of no good if you can\u2019t measure the impact. Make sure your marketing strategy has a method in place for quantifying the returns from ads; if the ads are costing more money than they are bringing in, timely reports and tweaking will help you in the long and short run. Google Ads Policies and ProceduresIncorrect format, poor quality, inappropriate content, these are the most common reasons for Google rejecting your ads. It is better to understand the guidelines and create a good ad that gets quick approval instead of churning out low-quality image\/video ads. Getting your ad disapproved is not the only consequence if you don\u2019t follow Google\u2019s guidelines, it is possible that the company might disable your domain (no advertising allowed for it in any form on Google) or suspend your account. To avoid these mistakes read on for some of the most common specifications.General InstructionsAds must occupy the entire size you opt for, do not repeat the same image in one ad unit.Content should not be screenshots of Google AdsImage ads and target content must be family safeAd content must be relevant to the product\/service and clearly visibleImages cannot appear sideways or contain flashing or strobing backgroundsImage Sizes Available:Applicable to static image ads, animated image ads, HTML5 ads and Flash ads.TypeDimensionBanner468 x 60Leaderboard728 x 90Square250 x 250Small square200 x 200Large rectangle336 x 280Inline rectangle300 x 250Skyscraper120 x 600Wide skyscraper160 x 600Half-page300 x 600Large leaderboard970×90Large mobile banner320 x 100Billboard970 x 250Portrait300 x 1050Static Image AdsSize Limit: <=150KBAccepted Formats: JPEG, JPG, PNG and GIFSize: See table aboveAnimated Image AdsSize Limit: <=150KBAccepted Formats: GIFSize: See table aboveHTML5 AdsSize Limit: <=150KBAccepted Formats: ZIP (Include the HTML of the ad and can contain: CSS, JS, HTML, GIF, PNG, JPG, JPEG, or SVG)Size: See table aboveFlash AdsCompatible Versions: Adobe Flash Player versions 4-10.1Size Limit: 150 KBFile format: Flash file having a .swf extensionDuration Limit: 30 seconds (can be looped)Frame-rate: <=24 fps Advertising Guidelines for FacebookFacebook accepts advertisements from all kinds of businesses from all over the world. Their set of rules for reviewing the ads is stringent and any violations are strictly dealt with. They allow video ads, text ad and image ads. The content of all Facebook ads has to comply with the official set of rules that the company terms Community Standards. The image below shows how your Facebook ads are displayed on a typical desktop\/laptop screen and smartphone<https:\/\/www.facebook.com\/business\/ads-guide\/?tab0=Mobile%20News%20Feed>The technical specifics for the video and image ads are given below:ImagesAdvertisers should avoid:Overtly sexual, suggestive or images with nudityImages that infringe upon copyrightsSensational or violent contentImages that might be discriminatory against a race, culture or genderBefore-and-after imagesAny image that violates the Community StandardsDisplaying text in images: Text should not cover >20% of the image (Use the grid tool to check this)Size: News Feed=1,200 x 900 pixels and Right Column=254 x 133 pixelsMaximum characters in ad copy: 20 Videos– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Avoid letterboxing (horizontal black bars on either side of video) and pillar-boxing (vertical black bars on either side of video)– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Add an optional call to action button if you want– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Content should adhere to Community StandardsMaximum size allowed: 1.75GBLength: less than or equal to 45 minutesRecommended format: H.264 (MPEG-4)Maximum frame rate allowed: 30 fpsMaximum characters in ad copy: 90 Slideshow AdsThis is basically a video with static imagesDisplays only in the News Feed\u00a0Try using images that are the same size and aspect ratio for a smoother slideshowImage size: 1,280 x 720 pixelsCharacter limit: 90Image ratio: 16:9 (max 4:3)Text on image: <20% Twitter Advertising PoliciesTwitter allows you to advertise using Tweets, accounts and trends. There are a couple of categories of policies that apply to Twitter Ads, each having specific rules:Promoted Account Username:Communicate a clear idea about your businessMust not contain offensive language or profanityPromoted Account Photos (Profile, Header and Background):No GIFs are allowedNo adult or sexual imageryNo text that is offensive or contains profane languageAny image of products on\u00a0Twitter\u2019s prohibited products list.General Rules for your Promoted Account:Pick a relevant name, preferably the same as your business name.Add an accurate and valid location to the accountUse the Bio section to provide helpful and relevant information to the users.Promoted Trends:Avoid overuse of capitalization in hashtagsMaximum length: 20 charactersTry to avoid punctuation, symbols or spaces, they will break up the hashtag.The image used must be relevant to your campaign and adhere to the image guidelines.Target URLs:Must lead to a valid and error-free pageAvoid excessive redirecting to other pagesNo pop-ups should be displayed if a Twitter user clicks on the URL.The target page must not be login-walled or pay-walledURL cannot be changed once ad is promoted LinkedIn Advertising Specifications and GuidelinesThis section contains specifications that you can use to tailor your ads and get them accepted on LinkedIn. Also included are some general instructions you must follow. The specification rules are categorized (1 general and 5 specialized) by the types of ads available, each of the 5 special types contains a couple of sub-types. This article focuses on the common specifications which govern general LinkedIn ads, the detailed analysis of the subtypes is out of scope. However the categories and their details are linked below, if you see the type of ad you want listed here, then just follow the link. (You might have noticed the funny-looking names of the ad subtypes, these are the display dimensions of the ads and are exactly as listed in the official LinkedIn guide). \u00a0\u00a0\u00a0\u00a0\u00a0LinkedIn Lead Accelerator \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LLA_300x250_160x600_728x90_300x600 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LLA_Facebook_Newsfeed \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LLA_LinkedIn_Sponsored_Content \u00a0\u00a0\u00a0\u00a0\u00a0Sponsored InMail \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0inmail_300x250 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0talentdirect_300x250 (Details link) \u00a0\u00a0\u00a0\u00a0\u00a0LinkedIn Network Display \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LND_160x600 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LND_300x250 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0LND_728x90 \u00a0\u00a0\u00a0\u00a0\u00a0Sponsored Updates \u00a0\u00a0\u00a0\u00a0\u00a0Social Ads \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0featuredcompany_300x250 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0followcompany_160x600 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0followcompany_1x1 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0followcompany_300x250 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0groups_160x600 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0groups_300x250 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0spotlight_160x600 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0spotlight_300x250Common Advertising SpecificationThere are some general rules that govern this category of ads and the sub-types.– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0All ad content must be SSL-compliant– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ads must be compatible across different browsers and platforms.– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Ads can display surveys within banners– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Javascript\/IFRAME tags are allowedThere are four sub-types in this general category: \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0160×600 (Also called Wide Skyscraper)Size limit=200kb (HTML5) or 40kbAllows rich media options which are activated on user clicksA 1 pixel border is required for white or transparent imagesDimensions: 160×600Allowed file types: GIF, JPG, PNG, HTML5(third party served)Video duration: 15-30 seconds \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0300×250 (Also called Medium Rectangle)All aspects same as the Wide Skyscraper, except the dimensions which are 300×250. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0728×90 (Also called Leaderboard)All aspects same as the Wide Skyscraper, except the dimensions which are 728×90 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0TextlinkCharacter limit: 90 charactersNo rich media optionsAd dimensions: 960 x 17 Instagram Ads GuideAdvertising on Instagram is possible through a self-service platform launched by Facebook. Your Instagram ad will contain: Instagram Handle, Images\/Videos, an optional Call to Action, and your ad copy.The display format and an example are shown below:<https:\/\/www.facebook.com\/business\/ads-guide\/?tab0=Mobile%20News%20Feed>Instagram Links (Clicks leading to target website):Photo GuidelinesRecommended image size: 1080 x 1080 pixelsMinimum Resolution: 600 x 315 pixels (1.9:1 landscape) \/ 600 x 600 pixels (square)Aspect Ratio: 1:1Caption word limit: 2200 characters (Recommended limit is 125 characters)Text on image must occupy <20% of the image (Check using the overlay tool) Video GuidelinesAspect Ratio: 1:1File type: MP4Audio Format: Stereo AAC audio compression, preferred bitrate >128kbpsCaption word limit: 2200 characters (Recommended length is 125 characters)Aspect ratio: 1.9:1 to 1:1Duration: 2.5 seconds-30 secondsCodecs supported: H.264 and VP8 for video, AAC and Vorbis for audio.Maximum size allowed: 30MBFrame rate: 30fpsInstagram Image Carousel Ads:– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Use an Instagram Carousel to display 3-5 different images within a single ad– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Text on image must occupy <20% of the image (Check using the overlay tool)Recommended image size: 1080 x 1080 pixelsAllowed formats: PNG or JPEGMaximum size: 30 MBNumber of images: 3(minimum)-5(maximum)Resolution: 600 x 600 pixels (minimum) – 1936 x 1936 pixels (maximum)Aspect Ratio: 1:1Caption word limit: 2200 characters and 300 characters for Mobile Ads (125 characters is recommended for both) Links to Official Ad Creation and Submission Guidelines for Major Social Media PlatformsThere are more options that have not been covered here, their official guides are linked below for your convenience. If you prefer to advertise on these platforms then consult the rules and your ad creation and submission process will be a breeze. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Google \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Facebook \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Twitter \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Youtube \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Linkedin \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Instagram \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Pinterest \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Snapchat \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Bing Ads \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0StumbleUponThis was a mere general overview, meant for the most commonly implemented online marketing strategies. If you need more detailed guidelines or have highly customized needs then refer to the official ad policy guides available online. However, it is recommended that you let experts like AOK Marketing handle your advertising campaign so you can rest assured and see the results."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Google Ad Specifications – Plus Facebook, LinkedIn and more","item":"https:\/\/aokmarketing.com\/google-ad-specifications-plus-facebook-linkedin-and-more\/#breadcrumbitem"}]}]