Google Revamps AdWords Tools for Agencies

Google is stepping up its advertising game with several new features for agencies and consultants. The search company is launching a new certification program that should be a more relevant measure of the advertising professionals’ skills. Certified partners will also be able to add themselves to the Google Partner Search directory and get preferred pricing for access to the AdWords API.

“As the advertising industry has grown and evolved, so too has our relationship with advertising agencies. These companies, from SEMs to the largest traditional agencies, play a critical role in the continued success of Google, our advertisers and our industry,” Penry Price, vice president, Global Agency Development at Google, wrote.

“We’ve had a lot of great feedback from agencies and today we’re announcing changes designed to offer them better training and more rigorous certification in AdWords proficiency, and to lower costs for those who help advertisers get the most out of AdWords. We’re also making it easier for advertisers to find certified agency partners to work with them on digital advertising,” he announced.

The Google Advertising Professionals program is being replaced with the new Google AdWords Certification program. The new system is more of a revamp, but Google says it will provide agencies with better material for training and more rigorous testing. There will also be a much greater emphasis on practical skills rather than just on knowledge of the system.

The partner agencies that get certified will have the option to be included in Google Partner Search. The tool enables potential clients to search for the agency that best meets their criteria for budget, type of campaign and location. Partners will also be able to benefit from preferential pricing for the use of the Google AdWords API. Agencies that manage AdWords accounts for their clients will be able to employ the API for free provided they meet several qualifying criteria.