AdWords Announces Updates For Feedback To Partner Reporting Policy

Mountain View, California — Striving to keep its cash-cow in the limelight search and advertising titan Google has just disclosed some upcoming changes to its policies for its AdWords third party partners, making it a requirement for them to share certain basic information about their performance on campaigns with their clients.

As reported by Jason Shafton of the Inside AdWords, any PPC firm or other agency that handles an AdWords campaign for a customer will be lawfully require to share information with their clients beginning from February 2011 — the point at which AdWords will alter its legal terms and agreements to keep up with this new policy.

In order to deliver the best online marketing experience, users of pay per click management services were informed: “We want to make sure that you understand how much of your advertising budget you invest in AdWords is performing, how many times your ads appeared and how many times users clicked on your ads,” says Shafton of Google’s Inside AdWords Cew.

Those who furnish daily reports will also be required to present 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.”

“If you are involved with another company that manages 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),” he adds.

Shafton, stated that most companies that manages (PPC) campaigns already provide this report and those who do not now have six months to get to grips with the changes.

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 will share more information as it is available.”

Earlier this month, AdWords introduced its MobileValue Track system, which empowers users of pay per click services to track how many visitors are clicking through to their site via AdWords commercials on the mobile internet.

The blogger mentioned that spending on Google AdWords will not directly impact on a website’s ranking for free search results, while closing an account will not lead to sites being banned from Google’s results pages.

More info about the changes can be found in the AdWords Help Center.