You might have already heard or seen the words “Google AdWords Qualified Company” on SEM company websites and advertising. Google's certification is meant to position these SEO companies as AdWords experts. But does this certification really mean anything?
According to Google, the following are the reasons to get certified--
1. Google’s recognition as a tested and Qualified AdWords Individual or Company.
2. The official AdWords Qualified Individual or Company Logo can be displayed on your website and in many other materials to showcase your skills and help attract clients.
3. Distinction as a skilled professional.
4. A Professional Status page which profiles your business name and displays Google’s validation that you’re an authentic Qualified Individual or Company within Google Advertising Professionals program.
5. Promotional credits at a higher value, which can be applied to new client accounts to help bring in more business.
6. A warm, fuzzy feeling for this grand accomplishment.
According to Google's requirements page , to become a Qualified Individual in the Google Advertising Professionals program, a company needs to accomplish the following--
1. Sign up for the program successfully and be in good standing. This means that you've accepted the Rules of Use and aren't in violation of them.
2. Manage at least one AdWords account (yours or someone else's) in My Client Center for 90 days.
3. Build and maintain at least US$1,000 (or your local currency equivalent) total spend for your or your team's My Client Center account during the 90-day period.
4. Pass the Google Advertising Professional Exam. Google suggests that you take the exam after you meet the above requirements. However, you can take the exam at any time.
There is some debate on the value of AdWords certification. On the negative side, read Social Media System's “Google AdWords Qualified Company – Fraud or Not” .
For a more positive view of certification, read this article by Wisam Abdulziz.
In our view, AdWords qualification in and of itself is not yet sufficient to separate the wheat from the chaff when it comes to selecting an AdWords partner. Advertisers should look beneath the Qualified Company logo and examine the SEM firm's track record with care.
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