Google Ads experienced a significant system issue affecting delivery of its Shopping product late last month.
- This error resulted in advertisers’ products being displayed in other merchants’ ad accounts, potentially exposing sensitive business data to competitors.
- The incident left many advertisers frustrated not only by the technical outage, but also by Google’s inadequate communication in the aftermath.
Google Communications. Google contacted advertisers today about the issue and what they have done to resolve the issue. Hana Kobzová shared the email she received:
Several advertisers are not satisfied with Google’s response.
Lack of transparency and speed. Many industry professionals have criticized Google for its delayed and opaque response to this issue.
Mike Ryan, an e-commerce executive and prominent voice in digital advertising, highlighted the use of euphemistic language in Google’s communications, such as calling the incident a “systems issue.”
- Ryan argues that this vague terminology lacks accountability and fails to provide advertisers with a clear explanation of what happened.
He is also unhappy with the language used:
- “I also find the phrase ‘we apologize for any inconvenience this may have caused’ banal and insincere.”
Melissa Mackey, director of Paid Search, a veteran with 22 years of paid search experience, described the problem as “one of the craziest things” she’s ever encountered in her career, noting the bizarre of the situation and the insufficient explanation provided.
Brett Bodofsky highlighted the initial lack of formal communication when the issue first arose, noting that while Ginny Marvin (Google advertising liaison) provided updates via social media, more immediate official communications would have been beneficial.
- Bodofsky emphasized that “customers want and deserve quick responses when issues like this arise.”
Inconsistent messages about compensation. The management of compensation for affected advertisers has also been a point of contention.
Chris Ridley, head of paid media, highlighted the lack of a clear timeline for issuing the credits, with Google repeatedly saying they would be provided in the “coming weeks” for more than two weeks.
Adding to the confusion, PPC specialist Hana Kobzová noted inconsistencies in emails sent to different advertisers. While some received notifications about upcoming credits, others affected by the issue received no mention of compensation, leading to more uncertainty and frustration.
- Kobzová noted: “I am confused because there was supposed to be a credit on the affected accounts. The subject line of the email I received is “Your Shopping product delivery and reporting has been affected”, but it doesn’t mention anything about credit.
Dids Reeve
Calls for detailed impact reports. Several advertisers have expressed a desire for more complete information on the impact of the incident on their accounts.
McKenzie Davis, senior SEM specialist, highlighted the need for “timely and transparent communication,” suggesting that Google should provide detailed reporting outlining the percentage of spend, clicks, and impressions on products from other Google Merchant accounts Center. Davis also noted:
- “The vague message referring to” a small amount of ad traffic in your Google Ads account [that was] Showing products from other Google Merchant Center accounts happened almost three weeks after the incident and didn’t actually tell us anything.
- “In the context of recent headlines regarding the platform’s questionable practices, there is not enough trust in the advertiser/Google relationship for this incident to be handled as it was”
James Foster, senior manager of paid media, echoed the sentiment, calling for “more information on the impact this had on my ad account, what data other advertisers were able to see, and how much it was spent advertising placed through my account and intended for other companies. /my competitors.
Security and trust issues. Odi Caspi, founder and digital marketer, raised concerns about the potential privacy breach, noting that the issue exposed data that should have been protected with passwords and two-factor authentication.
- Caspi suggested that some form of compensation should be considered, not only for financial reasons, but also as recognition of Google’s responsibility in the matter.
Moving forward. As the dust settles on this unprecedented issue, the advertising community is calling on Google to:
- Provide a clearer and more detailed explanation of the cause of the problem.
- Provide transparent reporting on the impact on individual advertiser accounts.
- Communicate a final timetable for granting credits to the accounts concerned.
- Describe the measures implemented to prevent similar incidents in the future.
This incident highlighted the critical importance of clear, timely and transparent communication from advertising platforms, especially in crisis situations. As Google continues to be in the spotlight for all the wrong reasons, maintaining trust between platforms and advertisers will be crucial to the industry’s continued growth and success.