Google Third-Party Policy
Google third parties include anyone who sells Google AdWords. This section outlines policies for all third parties who sell Google AdWords.
We’re always working to improve advertisers’ return on investment and experience with AdWords, and we want to make sure advertisers – whether they work with AdWords directly or not – understand how AdWords is performing for them and what to expect from their third-party partners. Accountability is a core principle of AdWords, and focusing on what’s best for the advertiser is ultimately the best long-term course for third parties working with AdWords.
We believe that most agencies, resellers, and other third parties who sell AdWords already meet these policies and establishing clear third-party policies will ensure that they aren’t negatively affected by parties not adhering to them.
These policies are in addition to any existing terms and policies for third party programs, including:
Google Certification Program
AdWords API and Standard Access
Google AdWords Premier SMB Partner Program
Google Adwords Terms and Conditions
Google Engage for Agencies
See an overview of Google third-party programs.
The following policies apply to all third parties:
(1) Third parties should at minimum provide advertisers with monthly data on AdWords costs, clicks, and impressions at the account level.*
Google third parties who provide any level of cost and performance reporting today should make AdWords cost and performance information easily accessible to their advertiser clients and available at the same level of detail as other reporting information. For example, if a third party provides their clients with daily cost and performance reporting at the keyword level, then they’ll be required to report daily cost and performance for their clients’ AdWords keywords.
For those third parties who don’t provide any reporting today, they should, at a minimum, provide advertisers with monthly data on AdWords costs, clicks, and impressions at the account level.
For example, let’s say that ABC Agency is managing AdWords campaigns for their client, Joe’s Plumbing. In July, the AdWords account for Joe’s Plumbing accrues 1,400 clicks on 12,000 impressions for an AdWords cost of $700 (the exact amount charged by AdWords). ABC Agency will be required to provide a report to Joe’s Plumbing that shows AdWords cost and performance at the account level:
Joe’s Plumbing — AdWords report for July
Learn more about this requirement.
*As required by your applicable terms of service.
(2) All third parties primarily serving small to medium-sized clients are required to provide the Google Disclosure Notice.
We believe that it’s especially important for advertisers with small to medium-sized advertising budgets — who may not have the resources and expertise of large advertisers — to know what they can expect when working with our third-party partners.
If you’re a third-party partner and 80% or more of your customers spend less than $1,000 USD (or local currency equivalent) per month on AdWords, you’re required to share a disclosure document with your customers. You should have the disclosure in a clearly discoverable location on your website. In addition, during new sales or renewals, you must either let your clients know about the presence of the disclosure on your website, email them a soft copy, or mail them a printed copy.
(3) Third parties may not engage in unclear, deceptive, or harassing sales practices, including:
Not spending a client’s media budget in the agreed upon media, or deceptively diverting spend destined for AdWords inventory to other media.
Claiming an ability to offer preferential discounts in the AdWords auction or to purchase keywords in bulk.
Claiming to have an exemption from the AdWords auction.
Implying that AdWords costs are based on the number of keywords selected and the budgets set.
Suggesting to clients that Google sells AdWords for fixed prices (not through an auction or CPA process) when in fact they are not sold for fixed prices.
Purposefully not using AdWords features that were agreed to with a client. For example, not using local geo-targeting when the client has asked you to target the ads locally.
Advertising for or having other people take Google AdWords Certification Program exams on your behalf.
Harassing advertisers to use your services by, for example, cold calling potential advertisers repeatedly, not respecting an advertiser’s marketing or email opt-out preferences, or putting undue pressure on them to sign up or stay with your agency.
(4) Third parties may not misrepresent their relationship to Google, including:
Claiming to be contacting advertisers on behalf of Google.
Claiming to be Google.
Claiming a third-party program status with Google — for example, a Google Certified Partner or AdWords Premier SMB Partner (unless so authorized by Google).
Claiming or implying that you have a special working relationship or partnership with Google.
Claiming that Google gives you a discount or special pricing.
Claiming that Google gives you access to special ad positions.
(5) You may not make improper guarantees about Google to your clients, including:
Selling AdWords as permanent positions or priority-listing, or selling AdWords as “listings” when in fact they are not.
Misrepresenting free placement products, such as Google Places, as pay-for-insertion products.
Confusing, intentionally or unintentionally, search results and ads.
Claiming that you can guarantee top placements in Google, or that ads will appear in Google Search at all times.
Implying that you may sell Google AdWords features such as geo-targeting, YouTube ads, and location extensions in countries where that feature is not available.
(6) You may not violate Google’s branding guidelines, including:
Using Google brand features in any way that isn’t consistent with Google’s brand-usage guidelines — for example, displaying a Google brand feature as the most prominent element on your web page.
Using the Google AdWords Certification badge in a manner prohibited by the Certification program brand-usage guidelines.
Selling mostly search engine optimization while claiming that client’s spend is mostly for AdWords.
(7) You may not improperly use AdWords accounts, or AdWords marketing or sales material, including:
Using an AdWords account for more than one advertiser. A different Google AdWords account is required for each client that is being serviced by the third party. You may not mix clients in an account, for example, by setting up different campaigns for clients in one account.
Erasing or destroying AdWords accounts of advertisers that you are about to lose.
Branding AdWords marketing or sales material as your own (unless authorized by Google).
Offering AdWords vouchers or coupons in return for payment.
Offering AdWords vouchers or coupons for the primary purpose of collecting email addresses and or other improper purposes.
(8) The following violations will lead to immediate suspension:
Phishing: This includes any and all attempts to acquire sensitive information such as usernames, passwords, and credit card details by misrepresenting yourself as a trustworthy entity in an electronic communication.
Pretending to be Google (for example, misrepresenting yourself on your website, using the Google logo deceptively, calling or otherwise contacting people in the name of Google).
Other actions that Google deems to be imminently harmful to Google’s advertisers or users.
Program Policy Enforcement and Non-compliance
Google will enforce policies through compliance audits as well as through investigation of complaints that we receive.
If we find you in violation of any of the above program policies, you’ll receive a warning. If you fail to correct the violation within 15 days, your membership and access to Google programs will be reviewed for corrective action.
Corrective action can include disqualifying you from the Google Certification Program, Google Engage for Agencies, AdWords API Standard Access, AdWords API access, and/or terminating your AdWords accounts if violations of these policies continue.
As noted in Section (8), some egregious violations will lead to immediate suspension without notice, and/or termination of your AdWords accounts, all qualification status, and AdWords API access.