AdWords Policy updates and auditing plans for third parties

Tuesday, February 1, 2011 | 8:21 AM

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Accountability is a core principle of AdWords. In order to improve advertisers' experience, we’re making changes to AdWords policies so that advertisers working with third-party partners understand how AdWords is performing for them and know what to expect from third parties. We believe that focusing on what's best for the advertiser is ultimately the best long-term course for third parties working with AdWords.

In July and December 2010, we communicated a number of changes to the way third parties should provide reports and information about AdWords to their clients, including a disclosure document that should be shared by all third parties that have 80 percent of their advertisers spending less than $1,000 per month.

Today we want to inform you that we’ve updated AdWords policies with a third-party policy section that includes above reporting and disclosure requirements. We’ve also clarified enforcement and non-compliance handling, as well as let advertisers know how to contact us if they have any complaints about third parties. See an overview of Google third-party programs.

We believe that most agencies, resellers and other third parties that sell AdWords already meet these policies and will need to make minimal or no changes to their systems. Proactive audits for selected third parties will start on April 1st 2011, although you are strongly encouraged to start complying with these requirements today. Note that we will continue to investigate any complaints and take appropriate actions.

For advertisers, we have updated the AdWords Help Center to provide information and links to applicable third party policies. Should you encounter a third party partner in violation of our policies, you can notify us via the AdWords Help Center “Contact Us” form here.

We hope this provides third parties and advertisers with clarity on the policies AdWords third party partners must adhere to, and offers sufficient information on Google third party requirements. We believe that these new requirements will ensure that every advertiser that works with a third party partner understands their value and has a great experience.