AdWords Certified Partner Disclosure

Every single agency that is a part of the Google AdWords Certified Partner program is obliged to follow the official partner disclosure.

All agencies are obliged to follow the guidelines, and failure to do so could result in severe penalties.

Agencies that are registered Members of the partner program must meet and comply with very specific guidelines set forth by Google. As a business you should always look for an AdWords Certified Partner badge on your agency’s website. The Badge is Indemnified it is important to verify your Agency’s current standing with Google. The two links below will allow you to search Google’s Premier Ad Agencies, and 3rd Party Google Partners.

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.

Read the full Google AdWords Certified Partner Disclosure

– Important Elements of the Google Adwords Certified Partners Guidelines –

We have found the sections of the AdWords Certified Partner Disclosure that we find most important:

3. Educate yourself. Understanding advertising at an advanced level can take time, but it doesn’t take much time to learn the basics of Google advertising. Review the “Advertising basics” section below. To learn more, visit the AdWords Help Center at or the AdWords Express Help Center at Understanding these programs 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 Google advertising accounts, then it’s likely to have developed expertise with Google’s advertising products. If it tells you that certain industries have historically higher online-advertising costs or certain keywords or ads might not work for your business, it’s 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 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 (not email address.
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.

Advertising basics
  • Average Position: The average position an ad appears in when it’s triggered. An average position of 1-8 generally means that the ad is appearing on the first page of search results.
  • Clicks: The number of times users clicked your ad.
  • Clickthrough Rate (CTR): The number of clicks divided by the number of impressions, shown as a percentage. A good CTR can improve your average position.
  • Conversion: The action that your advertising results in, such as a phone call, lead, or sale. This is usually a good metric to use to measure the success of your advertising.
  • Cost: The total amount you spend with Google advertising.
  • Impressions: The number of times your ad appeared.
  • Keywords: The words or phrases you select for AdWords so that when users search for those words on Google, your ad may appear next to or above the search results. For AdWords Express, Google automatically selects keywords based on your short ad and product description; you do not choose the keywords.