Gereral Display Advertising specifications

By adminSeptember 14th

Gereral Display Advertising specifications

One of the questions we get asked quite regularly is about the specifications of advertising across different platforms.

Best Practices for Online Ads

Online advertisements can do wonders for your sales and business growth, don’t 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 is

Having 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 content

This 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 success

Having an excellent campaign in place will be of no good if you can’t 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 Procedures

Incorrect 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’t follow Google’s 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 Instructions

  • Ads 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 Ads
  • Image ads and target content must be family safe
  • Ad content must be relevant to the product/service and clearly visible
  • Images cannot appear sideways or contain flashing or strobing backgrounds

Image 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 1050

Static Image Ads

Size Limit: <=150KBAccepted Formats: JPEG, JPG, PNG and GIFSize: See table above

Animated Image Ads

Size Limit: <=150KBAccepted Formats: GIFSize: See table above


Size 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 above

Flash Ads

Compatible 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 Facebook

Facebook 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<>The technical specifics for the video and image ads are given below:


Advertisers should avoid:

  • Overtly sexual, suggestive or images with nudity
  • Images that infringe upon copyrights
  • Sensational or violent content
  • Images that might be discriminatory against a race, culture or gender
  • Before-and-after images
  • Any image that violates the Community Standards

Displaying 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


– Avoid letterboxing (horizontal black bars on either side of video) and pillar-boxing (vertical black bars on either side of video)– Add an optional call to action button if you want– Content 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 Ads

  • This is basically a video with static images
  • Displays only in the News Feed
  • Try using images that are the same size and aspect ratio for a smoother slideshow

Image size: 1,280 x 720 pixelsCharacter limit: 90Image ratio: 16:9 (max 4:3)Text on image: <20%

Twitter Advertising Policies

Twitter 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 business
  • Must not contain offensive language or profanity

Promoted Account Photos (Profile, Header and Background):

  • No GIFs are allowed
  • No adult or sexual imagery
  • No text that is offensive or contains profane language
  • Any image of products on Twitter’s 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 account
  • Use the Bio section to provide helpful and relevant information to the users.

Promoted Trends:

  • Avoid overuse of capitalization in hashtags
  • Maximum length: 20 characters
  • Try 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 page
  • Avoid excessive redirecting to other pages
  • No pop-ups should be displayed if a Twitter user clicks on the URL.
  • The target page must not be login-walled or pay-walled
  • URL cannot be changed once ad is promoted

LinkedIn Advertising Specifications and Guidelines

This 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).

  1. LinkedIn Lead Accelerator
  • LLA_300x250_160x600_728x90_300x600
  • LLA_Facebook_Newsfeed
  • LLA_LinkedIn_Sponsored_Content
  1. Sponsored InMail
  1. LinkedIn Network Display
  • LND_160x600
  • LND_300x250
  • LND_728x90
  1. Sponsored Updates
  2. Social Ads
  • featuredcompany_300x250
  • followcompany_160x600
  • followcompany_1x1
  • followcompany_300x250
  • groups_160x600
  • groups_300x250
  • spotlight_160x600
  • spotlight_300x250

Common Advertising SpecificationThere are some general rules that govern this category of ads and the sub-types.– All ad content must be SSL-compliant– Ads must be compatible across different browsers and platforms.– Ads can display surveys within banners– Javascript/IFRAME tags are allowedThere are four sub-types in this general category:

  1. 160×600 (Also called Wide Skyscraper)
  • Size limit=200kb (HTML5) or 40kb
  • Allows rich media options which are activated on user clicks
  • A 1 pixel border is required for white or transparent images
  • Dimensions: 160×600
  • Allowed file types: GIF, JPG, PNG, HTML5(third party served)
  • Video duration: 15-30 seconds
  1. 300×250 (Also called Medium Rectangle)

All aspects same as the Wide Skyscraper, except the dimensions which are 300×250.

  1. 728×90 (Also called Leaderboard)

All aspects same as the Wide Skyscraper, except the dimensions which are 728×90

  1. Textlink
  • Character limit: 90 characters
  • No rich media options
  • Ad dimensions: 960 x 17

Instagram Ads Guide

Advertising 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:<>Instagram Links (Clicks leading to target website):Photo Guidelines

  • Recommended image size: 1080 x 1080 pixels
  • Minimum Resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600 pixels (square)
  • Aspect Ratio: 1:1
  • Caption word limit: 2200 characters (Recommended limit is 125 characters)
  • Text on image must occupy <20% of the image (Check using the overlay tool)

Video Guidelines

  • Aspect Ratio: 1:1
  • File type: MP4
  • Audio Format: Stereo AAC audio compression, preferred bitrate >128kbps
  • Caption word limit: 2200 characters (Recommended length is 125 characters)
  • Aspect ratio: 1.9:1 to 1:1
  • Duration: 2.5 seconds-30 seconds
  • Codecs supported: H.264 and VP8 for video, AAC and Vorbis for audio.
  • Maximum size allowed: 30MB
  • Frame rate: 30fps

Instagram Image Carousel Ads:– Use an Instagram Carousel to display 3-5 different images within a single ad– Text on image must occupy <20% of the image (Check using the overlay tool)

  • Recommended image size: 1080 x 1080 pixels
  • Allowed formats: PNG or JPEG
  • Maximum size: 30 MB
  • Number of images: 3(minimum)-5(maximum)
  • Resolution: 600 x 600 pixels (minimum) – 1936 x 1936 pixels (maximum)
  • Aspect Ratio: 1:1
  • Caption 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 Platforms

There 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.