Pros and Cons of Becoming a Certified Google Partner

A Google building.
Written by: Connections Marketing

There are over 6,000 digital advertising agencies in the U.S., and the number is going up. But not everyone with experience, a cool logo and flashy website is getting the online recognition they need to grow. It can feel like an uphill battle when just a fraction of people bother to scroll down to the bottom of the first page of their online searches.

One possible tool that might give you an edge over the competition: becoming a certified Google partner or, better yet, a “Premier” partner. Either designation is intended to show that you have the latest Google Ads expertise – definitely a desired quality these days – while helping you stand out in your industry. And, according to Google, it can potentially help marketers get discovered by advertisers searching for companies like theirs through the Google Partners directory.

First, your company must qualify in 3 requirement categories:

  1. Performance
  2. Spend
  3. Certifications

What is the Google Partners or Premier Partners Directory?

The concept of a directory is simple enough: to get discovered by advertisers searching for companies like yours. Companies that are part of the Google Partners program can have either Premier Partner or Partner status in order to be listed and can opt out at any time.

The directory will list your:

  • Company name
  • Website URL
  • Region
  • Product areas containing Google Ads certifications

According to Google, this will help you stand out and maximize your campaign success. Getting listed as a Premier Partner globally is a bit more stringent but may produce better results. Each brand’s eligibility is relative to how other companies are performing in a given country.

What Is a Partner Badge and How Do You Get One?

The Partner badge is a way to signal to potential advertisers, clients and other strategic partners that you’re an expert in one or more Google Marketing Platform products. Generally speaking, it demonstrates that you have a record of providing excellent client service. After companies have been approved, they can go through a series of simple steps online to download their badge. At that point, their company will become an official Premier partner, the status of which will appear on their badge. Once you become a Premier partner, you can display the badge on your site and in sales materials to let the world know you’ve earned it.

Potential Benefits – and Downsides – of Partnering with Google

The reason companies become partners is fairly straightforward – to gain more recognition in online searches, as well as to put the brand name before the eyes of potential partners. Benefits include access to information such as consumer insights reports, as well as technical support. Google lists potential benefits as including three key areas:

  1. Education & Insights
  2. Access & Support
  3. Recognition & Rewards

There are some restrictions, however, and the directory isn’t for everyone. The bar for joining will keep some businesses from trying. A registered Ads manager account must have a minimum of 50 percent of the company’s account strategists certified in Google Ads (capped at 100 users). Furthermore, you must have at least one certification in each product area with a campaign spend of $500 USD or more in 90 days (for example, Search, Display, Video, Shopping, or Apps).

These restrictions don’t line up with the needs of every brand. Some may find the need to tether themselves to Google Ads to be overly restrictive or not in keeping with their overall mission.

Contact Your Digital Marketing Partner with Other Branding Questions

Companies that fit the requirements may stand to gain from the official status of partnering with the world’s largest search engine. Still, for most SMBs, there’s a lot more to successful marketing than jumping through hoops to get into a directory, even Google’s. It’s a process that requires dedicated attention that can demand outside help from a team of experts.

Collaborating with a digital marketing partner will let you know what’s missing from your campaign based on data, as well as the best solutions. The right partner won’t make you reinvent the wheel, just advice on improving on what you already have and access to helpful resources.

At Connections Marketing, our specialists are ready to oversee your whole campaign or simply take some of the load off your plate. Contact us today to discuss ways to ensure your next campaign is a success.

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