Its one of the worst kept secrets in search, but Google has announced today a number of changes to the way it deals with agencies, unsuprising giving the way the market has evolved significantly over the last couple of years.
Further to this. Google have taken feedback from a number of agencies in terms of both qualifications and working practises and announced a number of improvements to the framework including
- More indepth knowledge required for qualification
- Release of a new ‘Adwords Certified Partner qualification’
- Qualified Partners directory
- Preferred Adwords API Pricing
In particular the qualifications are something which many organisations will be scrambling to achieve over the coming months, particularly given the commercial benefits of a Google backed partners directory. The more challenging and rigorous process of qualification may also help to raise the profile of the accreditation as a trusted mark of whether a potential partner is any kop or not.
The new certification program will provide agencies and their employees with more up-to-date, comprehensive, strategy-focused training and certification on the latest tools and best practices for managing AdWords accounts, including:
- New training materials to help agencies better understand recent changes in search marketing and AdWords functionality, available via webinar series, learning center, or on-site training at Google
- More challenging certification exams to test practical application of knowledge and best practices (rather than simple recall of knowledge)
- Advanced-level exams to highlight competency in search, display, reporting and analysis
Further to this, agencies which achieve the qualification can opt-in to the partners directory which will allow prospective clients to view potential agency partners who have achieved partner status.
Finally partners will also be able to benefit from reduced API pricing, something which is likely to benefit potentially the larger agencies but something which all the same will benefit both small and large agencies alike.
To find out more, please visit the officialGoogle announcement