Google updates AdWords partner policy

28th July 2010 by William Hobson

Google has announced that it will be changing its policies for its AdWords third party partners, making it a requirement for them to share certain basic information on campaigns with their clients.

According to Jason Shafton of the Inside AdWords, any PPC agency or other company that manages an AdWords campaign for a client will legally have to share information with their clients from February 2011. All third party groups that handle search engine marketing for clients will be required to provide monthly data on the performance of PPC campaigns such as the number of clicks and impressions as well as how much of their budget was spent on AdWords.

Those who provide daily reports will also be required to provide all this information on the same basis. The information can be made available through an in-house user interface, emailed or printed reports, or any other method that is “convenient and accessible to the advertiser.”

“Almost all of our third party partners are already providing advertisers with this basic information today, but for those will need to make changes to their systems, we’re offering six months so that there’s plenty of time to prepare to meet these new requirements,” says Shafton.

In the Google Help documents related to the new policies, the company says that the changes are to help ensure that advertisers understand how AdWords is performing for them whether they work directly with the platform or not. Currently, there are no details available on how Google will check to see if third parties are complying with the new requirements but the company says it is “working with our third party partners to develop the best approach and we’ll share more information as it’s available.”

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