Google combating cowboy agencies

Thu 29 July 2010 18:49, Gabriel Goldberg

Google combating cowboy agencies

Google today announced they are changing the rules on how their partner agencies are to be working with AdWords accounts/advertisers. In order to combat non-transparency in Google AdWords account management, Google will force agencies to report all details related to the AdWords campaigns of their client advertisers including cost information.

Google announced today on their blog: "If you work with another company to manage your AdWords campaigns, you should be able to find out how much of your advertising budget (cost) was spent on AdWords, how many times your ads appeared (impressions) and how many times users clicked on your ads (clicks). We’ll include these requirements in our legal terms and agreements starting in February 2011."

Sharon Shafton from Google adds: "Almost all of our third party partners are already providing advertisers with this basic information today, but for those who 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. We’ll be working with our partners and sharing more details about the requirements in the coming months."

I believe this is a positive step towards transparency. From my days as Agency Manager @ Google I can still remember those who sell clicks at fixed prices to their customers and I know this is still the case in Belgium. Stay tuned for positive influence of Google here !


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