Google Launches Program for Ad Pros

  |  November 10, 2004   |  Comments

UPDATE: New program helps SEMs and agencies manage multiple AdWords accounts for clients.

Google today launched Google Advertising Professionals, a new program for professionals who manage multiple AdWords accounts for their clients. The initiative is Google's answer to Overture's Ambassador program, which was recently expanded to include interactive agencies.

The program includes tools, training, and marketing resources for Webmasters, search engine marketers (SEMs), or agencies who manage AdWords accounts on behalf of others. Google Advertising Professionals helps participants enhance AdWords expertise, use a new account management tool, and earn a qualified logo to display to existing and prospective clients.

"The key part of the program is empowering the base of folks that have organically grown around AdWords and giving them the tools necessary to showcase themselves to potential advertisers," said Sukhinder Singh, general manager of Google Local and third party sales. "The benefit for Google is really extending our reach to potential advertisers by working with the whole community around the system who can effectively deliver the message of AdWords and help potential advertisers try pay-per-click advertising who may not do it themselves."

The My Client Center tool is a master account that provides a single dashboard for managing multiple AdWords customers through one interface and login. A Learning Center offers self-paced training lessons with the most up-to-date information on Google's advertising products and features. Lessons cover all facets of the AdWords program, including sales and marketing modules, technical concepts, and tutorials on specific features. The modules range in complexity from introductory material to advanced topics, Singh said.

"It's really a training and marketing resource for the whole ecosystem of Webmasters, SEMs and agencies that today sell and service AdWords accounts on our behalf," she said. "The program is designed to empower that group and give them the tools, training and marketing recognition necessary to drive their business."

Participants in the program who pass an annual proficiency exam and meet several other basic program requirements will be allowed to display a "Qualified Google AdWords Professional" logo on their Web sites and marketing materials to showcase their experience and expertise to new and existing customers.

Requirements include managing one or more accounts through the program for at least 90 days, with a $1,000 total spend during that period; and passing the exam. The program's rules of use include the usual legal disclaimers, along with a code of conduct: "You must perform under these Rules and service your AdWords Program customers in a professional, responsive and workmanlike manner consistent with reasonable industry standards and in accordance with these Rules."

According to the site, the online exam "is designed to differentiate AdWords experts from AdWords account holders. With that in mind, the exam covers a spectrum of AdWords concepts -- from elementary to advanced." Sample questions and training materials are available in the program's Learning Center.

"We took the exam internally and found it to be a fair representation of having a complete set of knowledge of AdWords," Singh said. "It's a fairly rigorous test."

The exam is administered by Thomson Prometric, and includes a non-refundable $50 fee. The exam can be repeated up to twice a month, with an additional $50 administration fee for each attempt. The exam consists of approximately 100 multiple choice questions, and has a time limit of two hours. A passing grade is 75 percent correct answers.

"The program that we've designed is really meant to scale across multiple segments of third parties that we work with. We invested in areas that scale and are useful to any third party we work with. Our goal was to create something that would appeal and have function for every segment of third parties we work with," Singh said.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...