Agencies must now maintain a minimum optimization score of 70 percent, a USD 10,000 ad spend over 90 days, and have at least half of their account strategists certified.
Google Partners Daily Performance Requirements
Businesses looking to secure or maintain official Google partner status must navigate a strict set of daily requirements overseen directly by Google. To become a Google partner, your company must join the Google partners program and then meet three categories of requirements: performance, spend, and certifications. Partner requirements are verified daily. To see detailed requirement categories and thresholds for each category, visit How to become a Google Partner or Premier Partner. Becoming a Google partner means your company is recognized for your expertise in Google ads, for maximizing campaign success for your clients, for driving client growth by maintaining client campaigns, and for demonstrating your Google Ads skills and expertise with certifications. For step-by-step instructions on how to enroll in the program, visit the Sign up for Google Partners help page.
The performance requirement helps you ensure that you can set up and publish Google Ads campaigns effectively and optimally to achieve the best results for your clients. The performance category requires that a company’s registered Google Ads manager account maintain an optimization score of at least 70 percent. You have the control and ability to apply or dismiss recommendations based on your evaluation and your clients’ goals.
Ad Spend and Account Certification Thresholds
Financial and staffing commitments form the remaining pillars of the standard partner criteria. Your Google Ads manager account registered in Google Partners must maintain an ad spend of USD 10,000 over a 90-day period across all managed accounts.
On the staffing side, the Google Ads manager account you register in Google Partners must have a minimum of 50% of account strategists certified in Google Ads (up to a maximum of 100 users), with at least one certification in each product area with campaign spend of USD 500 or more over a 90-day period (for example, Search, Display, video, Shopping, or app campaigns). Account strategists are employees of your company who manage Google Ads campaigns on behalf of your clients. To keep credentials synced, to ensure certifications are recorded correctly, link your Skillshop account to your Google Ads account. To let us know how many of your company’s users are account strategists and must be certified based on their daily work, go to the Company Details page from the Partners Program tab and select the corresponding option from the drop-down menu.
Criteria for Premier Partner Standing
For agencies aiming beyond standard partnership, companies must meet the partner requirements and be among the top 3% of participating companies by performance in a given country (established annually) to become Premier Partners. Factors determining the top 3% include, without limitation, the following: Growth in existing clients: The ability of partners to increase spend from existing clients, measured by year-over-year growth in ad spend and by the ad spend from existing Google Ads clients.
New client growth: The ability of partners to acquire new clients, measured by year-over-year growth in ad spend and by the ad spend from first-time Google Ads clients. Client retention: The demonstrated ability to maintain client business, measured by the percentage of clients with active spend in Google Ads managed by the partner who are retained year over year. Product diversification: Demonstrated investment in a combination of products beyond Search, measured by the percentage of non-Search spend on YouTube, Display & Video 360, Display, apps, and Shopping each calendar year. Annual ad spend: Investment in Google Ads or Google Marketing Platform, measured by spend across all managed accounts each calendar year. The evaluation of eligibility for Premier Partner status is relative to the performance of other companies in a given country. The evaluation is approximate, may vary by country, and is performed annually. Premier Partner status may not be available in all countries.
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