We recently received news that Digital Revolution has been selected as a Google Certified Partner due to our advertising record and adherence to best advertising practices. This has been a goal of mine for a long time and I’m excited that Digital Revolution has exceeded the criteria. According to Google,
Google Partners are online marketing companies, trusted by Google. Look for the badge. The badge recognizes companies that excel with Google's products. Their businesses are healthy, their customers are happy, and they use Google best practices.
Digital Revolution, LLC is now listed in Google’s Partner Index and we’re excited to increase our offerings with this endorsement. It wasn’t easy, and being recognized for proficiency with Google’s rather large ecosystem of digital advertising didn’t happen overnight. I thought I would overview the requirements and some key takeaways for others interested in pursuing this certification.
There are a series of exams that are required for acceptance as a certified partner. There is no limit to how many employees may be individually certified, but at least one employee must pass both the Adwords Fundamentals exam as well as an advanced exam on a specific advertising topic. The exams, as well as the study material is now free and more information on exam preparation, requirements, and study techniques are available here.
Minimum Ad Spend.
This being Google, there is a monetary requirement for partnership status. In order to be eligible as a certified partner, your company must oversee an average of five figures in ad spend on a monthly basis. Aside from covering Google’s overhead on education and support, this provides the company with a significant data set to analyze when evaluating an advertiser's competence.
Google does not publish specific information about what qualifies as “best practices” but they do provide specific suggestions for improvement in Partner Central. I reached out to our assigned rep at Google while I was researching this post to inquire further. She let me know that Google is constantly monitoring the frequency of account activity as well as key performance indicators like click through rate and the use of optimization techniques like conversion tracking, ad extensions, and negative keywords. In general, Google looks for evidence that advertisers are competent in navigating the Adwords platform and consistently improve results for clients.
Our team at Digital Revolution learned a great deal while earning the qualification as a Google Certified Partner. Here are a couple of secret weapons to help your company take your advertising to the next level.
If you are ever in the market for advertising consult and the first question is not: “What do you want this campaign go accomplish?”, go elsewhere. Google is simultaneously the largest search engine and display ad server in the world. This unfortunately makes it very feasible to serve ad content to the wrong people, in the wrong place, or at the wrong time. Know exactly who you are after and what you want them to do, then start forming a strategy.
Remarketing is the advertising term for ads that follow you around the internet based on what sites you’ve visited and what links you’ve clicked on. Considered annoying by some and creepy by others, one thing remains clear: remarketing works. Provided that a client has a well defined conversion goal in mind, we recommend remarketing because it has been proven to increase KPIs, return, and conversions.
If your agency is willing to put the work in, Google offers Grants for qualified non-profits to offset the cost of raising awareness for charities. This generosity is an incredible gesture, and is a terrific way to boost advertising revenue for qualified Non-Profit organizations.
Google selects Certified Partners based on knowledge, experience, and demonstrated excellence on the Adwords platform. Partnership can be attained by completing a series of exams, maintaining over $10,000 per month in ad spend, and demonstrating success in utilizing the Adwords platform by adhering to Google’s best practices. Several powerful strategies to demonstrate Adwords competencies include strategic targeting prior to campaign launch, leveraging site traffic through remarketing initiatives, petitioning Google for grants whenever possible, and eliminating redundant work by utilizing Adwords Scripts.