Google rep’s unauthorized ad changes spark advertiser concerns

Google's Ginny Marvin admits approval processes weren't followed, highlighting transparency concerns and a need for closer oversight.

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A Google employee made unauthorized changes to a client’s ad account. However, an admittance was made that the Google rep “did not properly follow our processes for ensuring approvals are granted before making changes” by Google Ads Liaison Ginny Marvin.

The admission follows LinkedIn posts by Andy Youngs, co-founder of The PPC People, who noticed changes made by a Google rep without his or the client’s permission, including:

  • New ad copy.
  • Headline pinning adjustments.
  • Altered bidding strategies.
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Why we care. Unauthorized changes to Google Ads accounts are unacceptable. It is the latest incident highlighting the erosion of trust between Google and advertisers.

You rely on Google’s platforms to maintain control over campaigns. The changes went undetected in the account’s change history, suggesting a potential transparency issue within Google Ads’ tracking system. This incident highlights the need for increased oversight and communication between Google reps and advertisers, especially as ad management grows increasingly complex.

Could this mean an extra workload of double-checking that all the changes you see in your account are valid, considering they may not show up in the Change log?

What Google is saying. Marvin responded directly to Youngs, clarifying that the changes were a mistake, not an intentional act:

  • “…we have investigated this and found we did not properly follow our processes for ensuring approvals are granted before making changes. I can also confirm this was a mistake and not intentional. That said, we take these issues very seriously and are taking steps to address them.”

The response. Youngs expressed appreciation for Google’s investigation and resolution, noting that while the incident stirred worry in the advertising community, Marvin’s response indicated it was an isolated issue rather than a shift in policy. He added that increased transparency and process adherence from Google would help reassure advertisers.

What’s next. For advertisers, the incident serves as a reminder to monitor campaign details closely and communicate frequently with Google reps to safeguard against unapproved changes.

Google’s pledge to address process gaps may help prevent similar oversights, but advertisers are encouraged to keep a close eye on account activity as a precaution.


About the author

Anu Adegbola
Staff
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu's career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
 
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPCChat Roundup.
 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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