What is an AdWords Certified Partner?
Google offer a series of exams and training which lead to the ‘Google AdWords Certified Partner’ status. Google explain the training as “more challenging certification exams to test practical application of knowledge and best practices (rather than simple recall of knowledge)”.
- Up-to-date testing on the latest developments
- Strategy-focused questions to test conceptual thinking
- Awareness of the latest tools
- Awareness of best practices
- Advanced-level exams to highlight competency in search, display, reporting and analysis
To qualify as a Google AdWords Certified Partner, the individual must complete two x two hour exams (Advertising Fundamentals, and Search Advertising Advanced Exam), manage above a certain budget level in a 90 day period, and agree to the terms and conditions of the program.
Individuals as Companies – Something to be aware of
Agencies can call themselves a Google AdWords Certified Parner with just one qualified professional associated to them. This means an agency can profess to be certified, despite employing uncertified individuals. So whilst you may have an AdWords Certified Partner managing your accounts, this does not automatically mean that the employee managing your account will be qualified. Sometimes, going with a sole freelance AdWords Partner will assure you of expertise – and you will know your AdWords Manager and they will know your accounts – rather than having an anonymous member of staff who might not pay as much attention. Furthermore, many sites (and individuals) list the Google Professional logo but without the click-through verification link leading to their Google profile. This is against Googles terms and conditions and is unethical practice.
When considering an agency or professional to manage your account – always ask them to prove that the individual who is linked to your account is Google Qualified (preferably via the new qualification system). Accept no excuses – its vital that you feel reassured that the person who is going to be looking after your account is up-to-date and strategically competent.