A lot has changed in Google Ads over the past few months, we said goodbye to AdWords and were handed many new features. But the most recent change is the introduction of an approval process before using HTML5 ads.

Is this the first you have heard of this? Don’t worry, this regulation seemed to appear from nowhere with no communication from Google.

HTML5 ads are image ads that can be shown on the Google Display Network. They include animated features, such as videos, image transitions and text. These help to “make your ads more interesting and interactive”, as said by Google.

Previously, advertisers could upload HTML5 ads with no whitelisting needed. They serve as sleek display ads that can be created with a brand’s image in mind.

But this has all changed…

In any ad accounts made more than 90 days ago, advertisers must manually appeal for access to upload HTML5 banner ads. To be in with a chance of gaining access, ad accounts must meet a list of requirements. These requirements are:

  • Have a good history of policy compliance
  • Have a good payment history
  • Have a lifetime spend of more than £1000

When your account meets these requirements, advertisers must complete a form to be sent off to Google for access.

With this new regulation, it makes it near impossible for advertisers with new ad accounts to use HTML5 ads, and unfortunately there is nothing you can do to get access quicker.

But don’t worry, accounts made before this change and that have already met the requirements will automatically be granted HTML5 access.

Why has this restriction been implemented?

As there are no official Google publications on this update, we can only hazard a guess as to why this change has been made. Previously, any advertiser could upload HTML5 ads from any source, meaning spam or dodgy image ads were filling the internet. This restriction aims to reduce the amount of these ads present and ensure that only quality, approved advertisers can use them.

What can you do if you don’t have HTML5 access?

There are a number of things you can do if you have not yet been given HTML5 access:

  1. Use Image Ads in a different format. Besides HTML5, images ads can be uploaded in GIF, PNG and JPG format.
    As long as these files are less that 150kb, Google Ads will accept these formats. You can also create your own Responsive Ads in the interface which auto-adjust to fit in every advert space.
  2. Wait for your account to be HTML5 valid.
    If uploading the ads in a different format isn’t an option, you can simply wait until your campaigns without HTML5 ads have met the requirements.
So, there you have it, an overview of the new HTML5 ads restriction. Though annoying to advertisers, this change has its advantages to help ensure approved ads are uploaded. We’d love to hear your experiences of the new HTML5 ad restrictions.