Is Google Partner status worth it?

Are the Google Ads certifications worth taking to get Google Partner status? In Episode 56 of Inside Google Ads, host Jyll Saskin Gales tackles your burning questions surrounding Google Ads certifications and Google Partner status. Jyll shares her recent experience of having to redo five certifications to maintain her Google Partner status. She explores the value of the Google Partner badge and delves into the program's four key requirements, and discusses whether achieving and maintaining Google Partner status is truly worth the effort for Google Ads practitioners. She also addresses the debate about the usefulness of Google Ads certifications. Finally, Jyll answers listener questions about the cost of certifications and their impact on job prospects.

Key Topics Discussed:

• Is Google Partner status worth it?
• Are Google Ads certifications helpful for marketers?
• How much do Google Ads certifications cost?
• Can certifications help you get a job in Google Ads?

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode56 

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Transcript

I recently had to redo five of my Google Ads certifications to maintain my Google Partner status. 

Actually, this is a bit embarrassing. 

A new client mentioned on our first call that the Google Partner badge link on my website was broken. He had clicked on it while checking me out, and Google said the page did not exist. 

Thankfully, this client still booked a call with me, and this served as a good reminder of why I even have Google Partner status in the first place. As a trust badge for potential clients, one more reason why they should hire me. 

Is it worth it though? 

Does having Google Partner status actually mean anything? 

Are the Google Ads certifications even worth it?

I'm your host, Jyll Saskin Gales. I spent six years working for big brands at Google, and now I work for you. 

This is Inside Google Ads, Episode 56: Certifications. 

Our first question comes from Sahil Bhudhirajah on LinkedIn, and they say, do you think it's worth it to get or maintain the Google Partner status?

Google Partner status is a badge you can earn to show potential clients that you are, I don't know…recognized by Google?

I've been a Google Partner since 2021. The Google Partner program requirements are fourfold: Manager, Certifications, Spend, and Performance. 

First, you need a Manager Account, also known as an MCC. You can set this up for free, and any Google Ads accounts you manage must be added under your Manager Account.

Next, you need five Google Ads certifications: Search, Display, Video, Shopping, and App. 

Since I'm the only practitioner under my Manager Account, I need all five. But if you work at an agency, depending on your headcount and other factors, you can split the certifications across different people. The requirements get kind of finicky after that, but I'll leave it there for now. You need five Certifications. And of course, there's more details on this in the Google Ads Help Center.

Third, you need to oversee at least $10,000 US over the last 90 days. So it's about $3,500 per month in ad spend. Not that much. 

And last but not least, Performance, or what Google considers Performance. You need to maintain an optimization score of at least 70% across your Manager Account. Remember, dismissing a recommendation is worth the same score as accepting a recommendation. This is a pretty easy account hygiene thing.

Okay, so is it worth it to get the five Google Ads certifications in order to earn or maintain Google Partner status? 

I think so. 

If you're really a Google Ads practitioner, it'll take you a few hours tops to get all five. And in return, you get the badge, which is nice.

I do know a few practitioners who use the fact that they aren't a Google Partner as a selling point, so you know, you do you. That's not my brand. My brand is all about working with Google rather than against Google to drive the best results. So, it's fitting that I'm a Google Partner. 

If you're in doubt, just get the Google Partner status and refresh your certifications every year. It definitely can't hurt.

Our second question comes from Tad Miller on LinkedIn. They ask, do you have to pay for these tests now? I felt for years that they were making you test to learn how to be a propagandist for them. You aren't a better marketer for learning it. You're a better salesperson for Google. 

All right. Google offers nine free Google Ad certifications on Google Skillshop, and you do not need to pay for them. I have done them all at one point or another. Some I've done many times. They are Search, Display, Video, App, Measurement, Shopping, Grow Offline Sales, Creative, and AI-powered Performance ads, which is like Performance Max with a bit of everything else thrown in. 

Now, there is a newer set of Professional certifications, as Google is calling them. They're pretty new. You do pay, and it's a proctored examination. It's more like how the Meta Ad certifications are, but those are actually offline right now, so that seems to still be in testing. 

For the most part, Google Ads Certified means free certifications.

As for the content of the certifications, I agree, you aren't a better marketer for taking them. They test how closely you've read the study materials, not how well you know the Google Ads platform. I wish those two things were aligned, but unfortunately, they're not.

You know what's interesting? When I first started gaining traction on TikTok back in 2021, people asked me, “Why don't you have a course?” “Do you have a course?”

And at the time, I'd only left Google a few months prior, so I would respond, “No, just take the Google Ads certifications. They're free. Why would I have a course?”

Well, when I decided to go for my Google Partner status, I took the Google Ads certifications for the first time and holy crap! That was when I realized why so many people had been asking me for a Google Ads course. The Google Ads certifications are, sadly, not helpful in teaching you how to actually run ads profitably. 

So that's why I created Inside Google Ads: first a course, now a podcast and soon to be a book. I launched the Inside Google Ads course about six months later, in early 2022, and now more than 400 Google Ads practitioners have joined me. From business owners, freelancers, and agencies, to yes, Google employees looking to gain practical hands-on keyboard Google Ads training with me. You can learn more and join us at learn.jyll.ca, that's J-Y-L-L dot C-A, or follow the link in the episode description.

Our final question today comes from Rajiv Choudhury on LinkedIn, and they say, can I expect an internship opportunity after the completion of these certifications?

Sadly, no. 

For the reasons I've discussed in this episode, getting the Google Ads certifications doesn't actually teach you how to run Google Ads. No one will be knocking down your door to hire you after you complete the certifications. 

Will some jobs require these certifications? Yes. Usually for an in-house PPC position where they honestly don't know any better, or for an agency because they need your contribution to their Google Partner status. So, your certifications may be a prerequisite for a job, but they will not get you an internship or a job.

And if you see those people on TikTok and stuff telling you to take a free certification and Google will pay you six figures from home… It is a lie. I mean, yes, you can absolutely earn that much money and then some as a Google Ads practitioner, but there are many, many steps in between “get certified for free” and “earn six figures,” like getting experience, developing your skills, landing clients, managing and keeping those clients, and more. 

I spoke more about this specific topic in Episode 13 of this podcast, which is called, How do I get a job after the Google Ads certifications?

All in all, I recommend at least getting your Search Ad certification. It's free, it should be pretty easy for you if you know what you're doing, and it can be helpful to see how Google is talking about Google Ads every year. And from there, you'll get a sense of whether it's worth it to you or not to continue with the Google Ad certifications and go for Google Partner status or just forget about it and find another avenue for your Google Ads education.

Today's Insider Challenge is this. In light of our topic today, I created a few questions based on the Google Ads Search certification. Note that these are not actual questions I was asked because I would get in very big trouble if I revealed actual questions from the certification, but these are the kinds of questions I was asked. 

All right, three questions for you. 

First, how many searches are there on Google every day? How many searches are there on Google every day?

Second, what three things do you need in a Search campaign to leverage the full power of Google AI, according to Google? What three things do you need in a Search campaign to leverage the full power of Google AI? 

Third, what are two ways you can run keywordless Search ads? What are two ways you can run keywordless Search ads?

So even here, this is why I like going and doing the certifications. The fact that Google is asking you about keywordless Search ads tells us that it’s important to them, right?

Now, I've been having some fun with the Insider Challenge for the last few episodes. I hope you have too. So there is a right or wrong answer to each of these. You can feel free to shout it out in the car right now or the subway or walking the dog or wherever you're listening to this, or feel free to message me on any of my social media platforms. I will also, of course, be sharing the answers in next week's episode.

Last Episode's Challenge was this. Can you name every single bid strategy that you can use today in Google Ads? And I invited you to Google it or ask ChatGPT because I guarantee ChatGPT is going to get it wrong. Gemini will too. 

So, here is my verified answer for you: There are 11 ½ bid strategies in Google Ads.

1. Manual CPC
2. Maximize Clicks
3. Target Impression Share
4. Maximize Conversions
5. Target CPA, and then my half is Target Cost Per Install.

With App campaigns, technically, I guess that's a separate bid strategy, but essentially is just a cost per action where the action is an “install.” So that's why 11, 11 ½. 

All right, Let’s keep on going. 

1. Maximize Conversion Value
2. Target ROAS
3. Viewable CPM
4. Target CPM
5. Target CPV
6. Maximum CPV

11 ½. 

Did you get the same answer?

I'm Jyll Saskin Gales and I'll see you next time Inside Google Ads.