Small and mid-sized Google Ads agency partners to lose dedicated ad rep support

Some Google Ads agency partners learned this week that they will be losing their dedicated agency reps as of Wednesday (yes April Fool’s Day). Google has confirmed to Search Engine Land that it has made changes.

The change is “part of a routine review,” according to the company said.

Why the change?

The agency rep program undergoes a review every quarter. The company says the latest change is not related to support limitations during the coronavirus crisis. Google Ads has been notifying advertisers that “some support options may be delayed or unavailable” due to changing work schedules and routines of support specialists since earlier this month in the Google Ads interface.

Affects small and mid-sized agencies.

“We recently made changes to Google representative support for our small and mid-sized agency partners,” a Google spokesperson said in a statement to Search Engine Land.  “These changes are not related to the ongoing COVID-19 crisis. They are part of a routine review where we evaluate our support level for all agency partners. Status as a premier partner does not impact their agency representative status.”

It’s totally the wrong time to do something like this. Even if they had planned to do this eventually, they could have easily pushed it out until things get back to normal.”

Why we care.

Google Ads has had a reputation problem when it comes to  support . Dedicated agency teams have often been an exception. Now many if not all small and mid-sized agencies will no longer this perk of the partner program.

And the timing couldn’t be worse. Jeff Ferguson, CEO of Fang Marketing, learned this week that his agency, which has premier partner status, is losing its dedicated representatives. “It’s totally the wrong time to do something like this. Even if they had planned to do this eventually, they could have easily pushed it out until things get back to normal.”


Ferguson is currently worried about his clients in healthcare and food delivery that can’t launch campaigns because they are being mistaken for other companies that are profiteering during the coronavirus outbreak. “It was hard enough to get this pushed through with a rep, but now, who knows…”


Google Has Developed a New 3D Object Recognition Process, Which Could Lead to Improved AR Experiences

As recently demonstrated by  Snapchat , AR systems are advancing, and facilitating new options for branding and advertising which utilize more immersive, engaging visual elements.

But one of the limitations of AR is 3D modeling, and the capacity for smartphone cameras to accurately scale object size in order to match them with virtual comparisons, and provide realistic depictions that can be layered over real-world scenes.

That’s where this new process from Google comes in – this week on the  Google Engineering Blog , the company has outlined its latest advance in 3D modeling, which could see a significant shift in AR rendering in the near future.

Google 3D modeling

As explained by Google:

Today, we are announcing the release of MediaPipe Objectron, a mobile real-time 3D object detection pipeline for everyday objects. This pipeline detects objects in 2D images, and estimates their poses and sizes through a machine learning (ML) model, trained on a newly created 3D dataset.”

The process improves the capacity to capture an object’s size, position and orientation in the world, which, as noted, could have significant impacts on the accuracy of AR applications, leading to more impressive, useful digital placement tools.

“Our novel approach, called AR Synthetic Data Generation, places virtual objects into scenes that have AR session data, which allows us to leverage camera poses, detected planar surfaces, and estimated lighting to generate placements that are physically probable and with lighting that matches the scene. This approach results in high-quality synthetic data with rendered objects that respect the scene geometry and fit seamlessly into real backgrounds.”

Google MediaPipe example

We’ve already seen examples of AR product placement in real-world environments, including various make-up try-on tools and IKEA’s AR furniture display app.

Those initial usages are impressive, but more advanced 3D modeling capacity like this will enable even smarter virtual placement, and better, more accurate tools. That could be major for eCommerce and virtual shopping, with more ways to see what objects look like in your world before you make a purchase, while there are also advanced potential opportunities for brand activations and engagement through improved AR tools.

Google is sharing its latest advances with the developer community, with a view to future product enhancements. And with reports also suggesting that Apple is also testing a  new, dedicated AR app , and potentially its own  AR glasses , we could be in for some major AR updates in the latter half of 2020.