Why Work With A Google Partner?
Google itself is rigorous when comes to certifying and maintaining the status of a Google Partner, as befits the various AdWords and paid search marketing experts who offer their own services to clients.
Firstly, all Google Partner companies must have high standards of service and fully certified employees, plus a track record of improving companies' online business. They must also spend at least £10,000 on advertising every 90 days and be prepared for constant check-ups – or face having their badge and accreditation removed. Exams have to be taken and qualifications only last for 12 months before having to be retaken.
Some of the key advantages of working with a Google Partner include:
- It's not enough to merely employ certified account managers and analysts; such Google AdWords credentials must be up to date and the staff – plus the Google Partner company itself – must meet the search giant's own standards for customer care and best practice across the board.
- Google Partners need to demonstrate the ability to use all the available features that AdWords has to offer, and to enable their clients to monetise these features. Among other features that are considered an essential part of the Google Partner's arsenal include broad match modified keywords, ad scheduling, phrase match keywords, ad extensions, split testing with AdWords, negative keywords and site links inside ads themselves – the list is extensive.
- Google continuously reviews its Partners, checking their client accounts or MCC to ensure that there is a consistent pattern of enhanced quality scores and thus the best possible client service. Higher quality scores are based on a campaign's ability to make sure that all its ads, landing pages and keywords are reaching and attracting the correct target market. It is also frequently the case that a higher quality score is also derived from higher client ROI and better value, with lower costs per click.
- Google does not just rely on quality scores, however. Other checks it performs involve scanning for improved conversion rates and levels of client retention – a sure barometer of how well a Google Partner is serving its customer base.
- When it comes to formulating and testing the most innovative practices, Google Partners need to convince Google that they are doing everything they can to drive traffic to their clients' sites. Checks carried out by Google include checking on mutiple ads within a campaign group to see if there's the optimum use of varying keywords and messaging. Additional experimentation is encouraged by examining the different demographics within a specific client's target market.
- Google Partner companies also benefit from Google's beta features. Whenever the search giant develops a new app or feature, Partners are permitted to use it as part of beta testing up to 12 months before it becomes available to everyone else – giving clients who use Google Partners a clear advantage over their rivals. For example, Partners have for some time now been using the pre-release retargeting feature known as Search Companion Marketing, which makes use of Display Network ads based on customers' searching intentions on all search engines, including Bing and Yahoo.
- Larger companies who achieve Google Partners status – that is to say those who spend around £100,000 a month on ads – also receive untrammeled access to their own Google rep, who swiftly resolve any issues without the Partner needing to join the queue at the Support Desk. To give an example of how they can help, imagine a situation where malware has infected a site and disabled the AdWords campaigns, causing a significant loss of income. Whereas normally such a problem would take several working days to resolve, the Partner with access to a Google rep can deal with it immediately.
With such forensic attention to detail, insisted upon for all Google Partners, it is little wonder that such a status is valued by UK internet marketing companies – and valued even more by the clients who stand to benefit.