Search Engine giant Google has announced that there will be significant changes to its Partners program – a marketing program for advertising agencies or third-parties that manage Google Ads accounts on behalf of other brands or businesses.
From June 2020, registered Google Partners will enjoy new badge, status and products within the suite, as well as improved program benefits to deliver better results for Partners’ clients.
Change in requirements
With the benefit changes, however, there are also a number of changes to requirements that Partners will need to meet in order to retain their status.
These include:
- A dramatic change to the 90-day minimum spend requirement, from $10 000 to $20 000.
- An increase in the number of Google Ads certified users within your organisation. Currently, only one user needs to be certified – this will increase to a minimum requirement of 50% of staff who will need to be certified to at least standard and/or admin access level. Certifications include Search, Display, Video and Shopping tests.
- Optimisation score evaluations – agencies will increasingly be measured on their Optimisation score (located within the Recommendations tab in the Partner account). Performance measurement is the key metric.
For Agencies, the above changes are designed at improving knowledge, performance and commitment. For clients who use digital advertising agencies or who have internal digital marketing departments, these changes should have a lasting impact on conversion from advert to goal, and therefore revenue.
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