The Google partnership is a qualification that attests to an agency’s ability to maximize the success of client advertising campaigns, optimize their performance, and demonstrate its capabilities through the display of appropriate certifications.
Being a Google Partner allows one to display the relevant badge that attests to accrued skills, provides reassurance to principals about the quality of services offered, and generates trust useful in finding new clients.
Why become a Google Partner?
Many agencies and freelancers aspire to become certified in order to confirm their expertise in running Adwords pay per click advertising campaigns on behalf of their clients. In fact, you should know that something like less than 15 percent of agencies running Google Ads campaigns are certified as Google Partners, proving that this is far from a given condition.
All the more reason then, being in possession of the Google Partner badge confirms the professional capabilities of those who have it.
How to become a Google Partner?
Agencies that consistently offer promotion services on Google Ads can enroll in the Google Partners program and obtain certifications, training resources, awards, and technical assistance. Access the partners program here.
Therefore, they must have a PPC specialist on staff who has the skills to create and manage Ads campaigns, both on the search and display networks.
Joining the Google Partners program allows them to put in place a stronger partnership and offer their clients more guarantee of efficiency and results, allows them to represent their skills and reach new business opportunities through increased visibility.
In fact, a Google Partner is a figure marked by unquestionable authority, since its qualities are recognized by Google itself.
Requirements for joining Google Partner
To join Google Partner, an agency or professional must have:
- at least one certified PPC expert (who has taken three exams to use the platform)
- meet a minimum spending threshold within 90 days, meaning they manage campaigns with some continuity on behalf of clients. Each area of specialization requires a minimum spend of at least US$10,000.00 within the last 90 days.
- Meet quality standards set by Google (a minimum optimization score of 70 percent).
Each Google Ads administrator account registered for Google Partners must have at least 50 percent Google Ads-certified Account Strategist and at least one certification in each product area that contemplates campaign spend.
Recognition of the Google Partner qualification then is contingent on passing a series of exams – aimed at demonstrating competency – and managing a certain volume of Google Ads spend campaigns. Once this qualification is obtained, a badge (banner) is issued by Google that can be displayed by the agency on the website, advertising materials, presentation cards, etc.
This qualification allows experts to demonstrate their specific expertise on certain areas of advertising promotion.
This category is distinguished by several factors:
- Customer growth: ability of partners to grow their existing customers and acquire new ones, measured by the increase in annual ad spend and the ad spend of first-time Google Ads customers
- Customer retention: ability to sustain customer business, measured by the percentage of customers retained from year to year
- Product diversification: ability to invest in different results-focused products measured by the percentage of spend related to display, app, video and Shopping ads for each calendar year
- Annual advertising spend: investment in Google Ads or Google Marketing Platform, based on spend on managed accounts each calendar year
Program Changes
Starting in February 2022, to qualify as a Premier Partner, companies must have fulfilled the requirements for the Partner badge and join the top 3 percent of participating companies in each country.
The Google Partner badge certifies that the agency has passed certification exams on Google Ads products, stays up-to-date on industry news, and manages campaigns in compliance with the standards set by Google.
Google Ads partners can specialize in certain disciplines:
- Display Advertising: creating ads on the Google Display network at the high visual impact capable of reaching potential customers on more than 650,000 apps and two million websites.
- Video Advertising: ability to create and deploy videos on Youtube
- Google Shopping: place products on Google search (thus related to ecommerce), set up Google Shopping campaigns and create inventory on Merchant Center
- Search-associated advertising: create and optimize ads that appear on Google search
Google Partners – The exams to pass
Google Shopping
Exam consisting of 63 questions to be answered within 90 minutes, achieving a minimum score of 80%
Display Advertising
Exam of 100 questions to be answered within 120 minutes, achieving a minimum score of 80%.
Research-associated advertising
Exam of 100 questions to be answered within 120 minutes, achieving a minimum score of 80%.
Video advertisement
Exam composed of 74 questions to be answered within 90 minutes, achieving a minimum score of 80%
Mobile advertising
Exam of 70 questions to be answered within 90 minutes, achieving a minimum score of 80%.
Becoming a Google Partner: what benefits?
Agencies recognized as Google Partners offer several benefits to their clients:
access to ongoing training and continuing education provided by the Academy for Ads
direct assistance from Google
assurance that campaigns are supervised to comply with Google’s standards and convey confidence to clients
automatic application of promotional offers
The Google Partner badge demonstrates that the professional has the most up-to-date information on Google Ads and allows them to stand out from the competition.
Google Partners receive several resources from Google including:
- certifications on Skillshop, a training platform on Google Ads that provides self-study courses at no cost
- insights on diversity and inclusion
- technical support via phone, chat and email for technical issues
- informational reports
- quarterly insights on tools, resources, program news
- advanced training on Google Ads products to learn more about the features of the offerings
- invitations to quarterly Google Partners Rewards challenges.
- monetary credits that are automatically applied to eligible accounts at no cost
- invitations to events for managers
- Google makes available, in addition to the dedicated online program for Partners (Academy On Air) live streaming insights into Google’s features, as well as success stories that help to better understand personal and team skills.
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