This post mainly answers the question how and why you have to include a privacy policy on your website for AdWords.

AdWords Privacy Policy

Let's assume you have a website, you run an AdWords campaign and you are thinking about including a privacy policy. What do you have to do?

1) Do I have to include a privacy policy when I use Google AdWords Remarketing?

There are two sides to this question from a legal perspective. But actually only one answer: YES.

  • There is the legal side of it: Depending on where you are you may fall under European, American (Californian) or Australian privacy laws. The list could go on since most countries have some sort of privacy regulations that extend onto the web - and hefty penalties for non-compliance.
  • For remarketing services in general: remarketing services collect some sort of personally identifiable information as a rule of thumb (cookies to identify you and serve the ads based on your browsing history), which is why you have to disclose this fact to people via something like a privacy policy: More information about the legal framework can be found here.
  • There is the company policy side to it as well: Does Google require me in their terms to have a privacy policy when I use their service? See the answer in the next paragraph (II).

2) Am I required by Google to post a privacy policy for AdWords?

Yes. Google requires users of Google AdWords to use a privacy policy. Google requires you to include the following in your privacy policy:

When you use the remarketing or similar audiences feature in your website, you're required to have the following information in your website's privacy policy:

  • An appropriate description of how you're using remarketing or similar audiences to advertise online.
  • A message about how third-party vendors, including Google, show your ads on sites across the Internet.
  • A message about how third-party vendors, including Google, use cookies to serve ads based on someone's past visits to your website.
  • Information about how your visitors can opt out of Google's use of cookies by visiting Google's Ads Settings.
  • Alternatively, you can point your visitors to opt out of a third-party vendor's use of cookies by visiting the Network Advertising Initiative opt out page.

The most important part in these terms regarding the privacy policy:" (...) you're required to have the following information in your website's privacy policy".

Read more about the AdWords requirements on the AdWords support page.

3) How do I add a privacy policy?

Usually, to make a privacy policy legally effective and compliant, it has to be easily found. A best practice is to link to your privacy policy from your footer where your users or visitors can find it at any given time. It should also not be modified to look like you want to hide it (smaller type, light colors that make it literally indistinguishable from the background).

4) An example privacy policy for Google AdWords?

A lot of people ask for sample privacy policies for their websites & Google AdWords. In reality those samples don't do anyone much good because they're far too generic. Let's start with an enumeration of what needs to go into a privacy policy. Most countries' privacy laws require you to include the following information:

- What kind of personal data is collected
- Describe how this information will be used by the company.
- Describe how this information will be transferred to third party companies.
- Provide instructions on how users can modify or delete their personal information.
- Provide instructions on how users can opt-out of future communications.
- Identify its effective date and outline how you notify people of material changes to your privacy policy.

Here is a sample privacy policy clause for Google AdWords Remarketing:

AdWords Remarketing is a Remarketing and Behavioral Targeting service provided by Google. It connects the activity of www.example.com with the Adwords advertising network and the Doubleclick Cookie. You can opt out of the cookie tracking here:

http://google.com/settings/ads/onweb/optout?hl=en

Personal Data collected: Cookie and Usage Data. Place of processing: USA. – Find the Privacy Policy

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Ideally you would tell the users what the service does in general and how you are using it.

What do I do now?

You can either hire a lawyer, write your own policy or use iubenda's generator right away to make your policy. The AdWords clause is a PRO service that you can easily access with a premium account. The Google Analytics clause falls under our free limits.

Our Approach of Generating a Google AdWords Privacy Policy

So here's where iubenda's privacy policy generator will come in very handy:

  1. Define the services and categories of data collection your site/app is making use of.
  2. Add the services (and categories of data collection like "have a contact form") you are using to your policy. iubenda now takes care of your policy and generates it for you.
  3. You can either link to your policy or embed the text into your site/app.

Try Our Privacy Policy Generator

Bonus: AdWords Conversion Tracking

As an additional clause to AdWords itself you will find a Google AdWords conversion tracking clause in your dashboard called "Google AdWords Conversion Tracking".


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