Since August 2017, Adwords have been rolling out new Terms and Conditions to countries across the world, which has just recently reached the UK.

If your business wants to continue to use Google Adwords for marketing purposes then you must accept these new T&Cs.

When you log in to your Adwords account you will notice a notification at the top of the screen like below, prompting you to review and accept them.

Google Adwords new terms and conditions notification

An Overview of the changes

Google has documented that the changes include:

  • Increased flexibility to send user notifications via phone calls, text messages and email
  • New provisions related to how products and features are tested within Adwords
  • New provisions related to the disclosure of technical errors and bugs within Adwords
  • New data protection terms related to the EU General Data Protection Regulation (GDPR) and other EU privacy frameworks.

In addition to this, Google has also responded to Apple’s intelligent tracking prevention which comes as part of iOS 11. This update from Apple will mean that unless a consumer converts within 24 hours of last visiting your website after clicking on an ad, the conversion attribution will be lost. Google has been forced to combat these changes, especially considering the high volume of mobile traffic and online purchases made via mobile. Google has created a new Analytics cookie that will record the conversion data from Safari in a way that conforms with the new intelligent tracking prevention.

Following the roll out of these changes, many in the online marketing community have begun to discuss what the new terms and conditions could actually mean for users. Some have even suggested that the changes include giving Google the ability to test campaigns without notifying advertisers, and this is something that our Director Darren Moloney has already experience on one of his accounts. Do not hesitate to get in touch to find out how you can be prepared for this

What you need to do

As mentioned above you will have to accept these new terms and conditions to continue to use Adwords. You will be prompted to do so when you sign in to your account.

If you use and Adwords API or third-party tool to manage your account then you must log directly into Adwords to accept the T&Cs.

If you have not received this notification yet, it could potentially be because it hasn’t reached you, so do be patient. Or if someone has the authorisation to act on your behalf, such as an agency like ours who manages Adwords accounts on the behalf of clients, then they may have accepted it for you.

Get Help with Google Adwords

If you want to continue to use Adwords to generate paid traffic then you will have to accept these changes. If you require further help with Pay Per Click (PPC) Advertising on Google (or Bing) then get in touch with our team today to find out more about our PPC review, management, and training services.

Contact us via our website or call our Swindon office on 01793 766040.