Question

Is your AdWords provider providing you with the Cost or the Price of your keywords?

Here are a few highlights from the Google Adwords Advertiser Guide.  (click the link to read the full guide yourself).

*Note:  The RED BOLD highlights are added by me.

Charging Fees

“Third-party partners will often charge a fee in addition to the cost of your advertising.”

R.O.I.

“it’s important for you to understand the total cost of your AdWords advertising, including any fees your third-party partner charges.”

Trust

Many third parties have earned our trust by representing the best interests of their advertisers.  There are some third parties that are not acting in this way. Here are some activities to watch out for and let us know about:”

Warning

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.

Charging Fees

Third-party partners will often charge a fee in addition to the cost of your advertising.”

The beginning of this paragraph is letting you know that it’s ok for third party partners to charge you a fee for their service.  I don’t have any problem with that.  I charge a fee for my services.  Where things start to become a problem is when these third-party partners charge exuberant fees that cause you to lose money by advertising with Google AdWords.  Things get worse when they hide these fees in the reports they provide you.  This actually hurts Google’s image – and as you will see, they want to avoid that at all costs.

Return On Investment

“it’s important for you to understand the total cost of your AdWords advertising, including any fees your third-party partner charges.”

Google is publicly stating that you need to know your actual cost so that you can determine your TRUE return on investment from your AdWords advertising dollars.  Google needs to protect the image that advertising on AdWords is a good investment.  If a third party runs a campaign that is not giving you a positive return, it’s appears that Google wants you to know that the reason is probably because of the fee’s your third-party partner is charging you.

Trust

Many third parties have earned our trust by representing the best interests of their advertisers.  There are some third parties that are not acting in this way. Here are some activities to watch out for and let us know about:”

Google makes it very clear that they know that not all third party partners are acting in a way that represents the best interest of the client – ultimately Google’s client.  Google does not want companies that don’t do this.  They even provide a way for you to file a complaint if a third party is violating their policies.

Warning

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.

Did you catch that?  “of YOUR AdWords advertising” – as in it’s “YOURS” you own it, it’s YOUR account!  Google tells you that third-party partners have to divulge the actual ADWORDS cost.  If you are a customer of Dex Media, Reach Local, & Hibu, I challenge you to go look at the reports they provide you and find your actual AdWords Cost.  You won’t.  Ask yourself, why would they hide this information from you?