Google, the world's largest search engine, is notoriously secretive about the algorithm that delivers their organic search results. The company is dedicated to ensuring their users receive valuable and relevant returns every time and that the formula can't be cracked by black-hat marketers.
The good news though is that these protections are only in place for organic search. When it comes to paid campaigns through the Google Ads platform, also known as Pay Per Click (PPC) marketing, the company is more than willing to provide training and advanced tools to interested parties.
It's worth noting that Google Ads campaigns aren't restricted to Google itself. Brand messages can stretch their tentacles across the entire web, both through direct Google subsidiaries like YouTube, and with affiliated websites across Google's Search Network.
There are four main areas of specialization within Google Ads, and they all have their own certification processes.
Search
Best practices in "creating, managing, measuring, and optimizing search ad campaigns" are covered by this certification.
Mobile
The Internet is increasingly accessed from mobile devices. Mobile Certified marketers must demonstrate their understanding of mobile "ad formats, bidding and targeting, and campaign measurement and optimization."
Display
Display ads most often appear in a sidebar on the search results page. These have different formats, placements, and function compared to paid campaigns that are integrated within the organic results.
Video
Certification in Video for Google Ads means a marketer knows the best practices for creating, managing and measuring performance of YouTube video advertisements.
When a marketer completes the necessary amount of training in one of these specialties and proves their expertise, they can become "certified" in one or more areas. If an agency has multiple employees with certifications and regularly uses the Google Ads platform for large ad purchases, then that firm is labeled a Google Partner.
The value of a Google Partner can't be overstated. Marketing agencies with this designation are actively using the platform and up-to-date on current best practices.
Beyond staying current, Google Partners are often given the first chance to beta-test innovative features, sometimes up to a year before these functions reach the general public. In marketing and advertising it's always a bonus to be ahead-of-the-curve, rather than playing catch-up.
Perhaps most importantly, a Google Certified Partner will save you time and money. There are myriad options within the Google Ads platform and there are just as many ways to waste money. It could take a novice hours to navigate all the choices, and even then there is a high probability that costly errors will be made. A partner's familiarity and precision will make sure that every penny spent is contributing to your desired business outcomes.
Every service that Informatics offers is focused on exactly that - achieving your business goals with measurable results. We can identify your audience and make sure your message reaches them directly, efficiently and at a reasonable cost.
Do you have a problem to solve? Contact our team of creative strategists today.
