Every single agency that is a part of the Google AdWords Certified Partner program is obliged to follow the official partner disclosure.
Other agencies are equally obliged to follow the guidelines, but the penalties that Google can put on 3rd party agencies that aren’t a part of the partner program are severe. This means that they often don’t act in cases where the agency steps outside the smaller guidelines.
Agencies that are a part of the partner program can however meet penalties in form of exclusion from the partner program if you get enough complaints. This is why you as an AdWords-advertiser always should look for the AdWords Certified Partner badge on your agency’s website.
The badge doesn’t represent or ensure expertise, but is instead a good guide to make sure your agency follow the strict guidelines that Google have with their partners in the partner program.
Most Important Parts of the AdWords Certified Partner Disclosure
We have found the sections of the AdWords Certified Partner Disclosure that we find most important:
3. Educate yourself: Understanding AdWords at an advanced level can take time, but it doesn’t take much time to learn the basics. Review the “AdWords basics” section below or visit the AdWords Help Center at adwords.google.com/support/aw to learn more. Understanding AdWords will help you make more informed decisions with your third-party partner.
4. Trust experience: If you’re working with a company that’s managed hundreds of AdWords accounts, then it’s likely that they’ve developed expertise with AdWords. If they tell you that certain industries have historically higher online-advertising costs or certain keywords might not work for your business, they’re probably speaking from experience.
Not sharing the cost and performance of AdWords campaigns: You have a right to know, at a minimum, the number of clicks, impressions, and cost of your AdWords advertising.
Guaranteeing ad placement, either on a specific advertising channel or in a specific position: It’s not possible to guarantee a specific ad position on Google.com search results pages. AdWords ad position is determined by an auction and changes dynamically with every new search. Some third parties may only charge you if they achieve your desired ad placement, but those that guarantee a specific position (i.e. the top position every time a user searches for your keyword) are misrepresenting how AdWords works.
Claiming to be from Google: Ask this person for their name and to email you from their Google.com email address; if you’re still unsure, forward the email to the address above.
Claiming AdWords will affect your organic or natural ranking: AdWords advertising has no impact on your organic or natural ranking in the search results; the two are completely separate.