A Reassurance of Quality
When choosing an agency to manage your AdWords accounts, the level of choice and potential risk can seem very daunting – particularly when your business and revenue will depend on the results.
You may have also received cold sales calls from less reputable agencies making false claims and promises about guaranteed top spots and unlimited clicks – who would have no vested interest in your results at all.
To ensure high standards of competency and up-to-date awareness for advertisers, Google provide a rigorous and comprehensive AdWords training program for AdWords Management Professionals and Agencies. This provides a seal of reassurance for advertisers who use their services.
What’s an AdWords Certified Partner?
Until recently, certification led to ‘Google AdWords Professional’ status (GAP).
Now, a new series of exams and training has updated the qualification status to ‘Google AdWords Certified Partner’. 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.
I passed both exams with an average score of 94%.
But Beware!
Agencies can call themselves a Google Certified Parner with just two qualified professionals associated to them. This is a slight loop hole because it means an agency can profess to be certified, despite employing uncertified individuals. You will find the old Google AdWords Company logo on many agency sites – but this does not mean that the employee managing your account will be qualified. 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.
I am completely transparent about my qualification status (click the above logo to verify). Being aware of the unethical practices of agencies out there, I strive to provide the best service to my clients.