Google introduces updated Google Partners program
On February 2 , 2022 , Google introduced an updated version of the Google Partners program with changes to the requirements for participation in it. Their implementation was postponed due to the COVID - 19 pandemic, which at the same time allowed Google to analyze user feedback and adjust the final version of the requirements based on them. Google will notify all partners of their current status: those who meet the new requirements will immediately receive partner status, and those who do not will receive it as soon as they meet all the requirements. We tell you about the key changes.
New requirements for becoming a Google Partner
Companies were unhappy with previously announced changes: a doubling of the 90-day spending window (from $10,000 to $20,000), a requirement for optimization metrics , and expanded Google Ads certification criteria (from one user to half of eligible users).
In response to the backlash, Google decided to leave the 90 - day spending window at $ 10,000 and allowed advertisers to choose whether to follow or reject the recommendations to improve their optimization performance. As a result , the new requirements and the launch of the revamped Google Partners program have been delayed until now.
From now on, to obtain Google Partner status you need to:
▣ achieve an optimization rate of at least 70%
▣ spend at least $10,000 across all your accounts within 90 days
▣ have at least 50 % of your company 's specialists in strategic account development certified in Google Ads
▣ Complete at least one certification in each area (search, display, video, etc.) with an advertising campaign spend of more than $500 within 90 days
How do I get Premier Google Partners status?
Agencies that meet the requirements for a Google Partner and are among the top 3% of companies in their country are eligible to become a Google Premium Partner . This list of top agencies is determined annually, but some of the factors that influence inclusion are:
● client growth – the agency's ability to create new opportunities for current clients and attract new ones, measured by the growth in advertising spending per calendar year related to attracting new clients Google Ads
● client retention – the agency's ability to sustain client business, measured by the proportion of clients who continue to work with the agency from year to year
● product diversification – an agency's investment in results-oriented services outside of search, measured by the share of spend on display advertising, mobile and desktop applications, video and shopping each calendar year
● Annual advertising spend – investment in Google Ads or Google Marketing Platform , measured by spend in managed accounts each calendar year
New benefits for partners and premium partners. In addition to the existing benefits of the program, all Partners who meet the new requirements will be eligible to receive special offers in the form of a $500 credit for Google Ads (previously $100) for new customers. The condition for receiving it is to spend $500 within 60 days (previously 30 days). In the future , such offers will only be received by Google partners and premium partners , the list of which will be formed at the end of February and made public for advertisers in all countries of the world. For participants , current advertising offers will be available for application to their own accounts until the end of March 2022.
New benefits for Google Premium Partners . As you know , only 3% of the best Google partners in each country receive this status. Now Google Ads offers the following bonuses to premium partners :
◐ constant access to the latest beta versions of products
◐ 24/7 advanced Google Ads support
◐ unique invitations to participate in Google events : discussions with Google leaders , sessions with other premium partners and the opportunity to hear the opinion of Google Ads professionals
◐ Partner Awards that will highlight your excellence in digital marketing and success in working with G o o g l e Ads
◐ Updated Premium Partner badge design for 2022
Why is this important? The above changes have already come into effect, and therefore, if your company does not comply with them, it will lose its Google Partner status. In an environment where most companies meet the performance (optimization indicators) and cost requirements, it is recommended to pay attention to achieving compliance with the certification requirements.
You can learn more here.
