When it comes to PPC-style advertising, Google remains one of the most flexible and results-driving options around. However, most companies don’t have the time or expertise to leverage into making PPC advertising work for them. That’s where a PPC-focused digital marketing agency partner can be invaluable. However, not all agencies are created alike. You want someone with in-depth experience and insight into Google AdWords to really drive your results. Here’s where using an agency certified in Google AdWords could give you the extra edge you need. Today the DemandMore gurus will break down everything you need to know about certified partner agencies and the many advantages they bring to the table.
Fast Facts About Working with a Google AdWords Certified Agency
PPC, a specific type of digital marketing, is a flexible, versatile advertising tool. Google Ads, or the AdWords platform, is one of the most popular types of PPC advertising in the world. Working with a Google AdWords certified agency offers compelling advantages for businesses looking for effective digital marketing solutions.
Certification tells you that the agency’s professionals have undergone rigorous training on the platform, and they have added expertise in using Google Ads. This brings you the assurance of competence and industry knowledge right where you need it. Certified agencies also have access to early insights on Google Ads changes, and early access to beta features, so your campaigns benefit from the latest knowledge and best practices. This competitive edge helps you create more effective campaigns yielding better results. It also reduces the risk of ad disapproval or account suspension. Trust and reliability are built-in.
Why PPC Advertising Matters
Digital marketing is a multi-faceted approach to ensuring your business or brand gets the prominence and recognition it deserves. You want to draw attention to current specials and seasonal promotions, ensure your brand has a high profile overall, appear to the target markets you serve, and keep an active, engaged presence through great customer service and social marketing1https://sproutsocial.com/insights/data/social-media-connection/.
PPC, or pay-per-click advertising, is a cornerstone of digital marketing that works in synergy with your other digital marketing efforts. PPC adverts function a bit like an auction. Your business establishes the target demographics and parameters they want to go after, and then ‘bids’ on keywords. When a user searches for related terms, the platform displays your advert prominently. When users click through on it, you pay for the click, hence the name. 96% of marketers currently use some form of PPC in their marketing strategy2https://www.ppchero.com/the-state-of-ppc-2020/.
PPC offers immediate visibility and results. With PPC, your ads appear at the top of search engine results and other platforms, connecting your business to potential customers actively searching for products or services just like yours. You can tailor your ads based on keywords, demographics, location, and even user behaviour, to ensure your message reaches the right audience at the right time. You can track the clicks and conversions you get and measure them against your costs. Currently, it offers about a 200% return, industry-dependent3https://economicimpact.google/methodology/.
In turn, you accrue valuable data on who is interacting with your ads. It’s a flexible advertising style you can change instantly to suit market conditions or your evolving goals.
Why Google AdWords?
Where do you go when you want to look something up, find a great sale, research a product or service, or get information? For most of us, the answer is undoubtedly, ‘Google’. It has even become a commonplace term – ‘Just Google it!’ Google now owns about 92% of the search market4https://techjury.net/blog/ppc-stats/, and you feel its influence wherever you go in online spaces.
However, search engine real estate is highly competitive. Within the native (or organic) ranking you have on Google, the top link generates about 40%5https://firstpagesage.com/seo-blog/google-click-through-rates-ctrs-by-ranking-position/ of the traffic. The second and third take 19% and 10%. If you’re on the second page? Forget it. Barely anyone clicks through to page 2.
To help even the playing field and offer users more options, Google developed their PPC arm. Google Ads, once known as Google AdWords, allows advertisers to create and display PPC ads across Google’s vast network, including its search engine, websites, mobile apps, and more. These ads appear at the top of the page, ‘jumping the queue’ on their organic rankings. And the good news? Around half of users can’t even tell PPC ads from their organic options6https://www.webfx.com/ppc/learn/ppc-facts/.
However, it’s not enough to just slap up an ad on Google and hope for the best. Some keywords are very competitive. Some common keywords in the legal industry, for example, can cost up to $8.67 a click7https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost! You need the expertise to craft and shape campaigns that sell, and the in-depth knowledge to correctly interpret and use your data, monitor your campaigns, and make sure you’re getting the best results possible. For most businesses, working with a fantastic digital marketing partner who specialises in PPC and understands the Google AdWords interface in depth is the difference between wasted ad spending and the results you want.
What Does ‘Certified in Google Adwords’ Even Mean?
AdWords presents unique challenges and requirements as a venue for your PPC advertising. While the core concept is simple, making it work for you is not. Almost three-quarters of businesses don’t even actively monitor their AdWords accounts8https://neilpatel.com/blog/lessons-learned-from-adwords-audits/. Then they wonder why they don’t see results.
Google has created their AdWords certifications to indicate experts and agencies who have trained with them in the intricacies of the Google Ads platform. To become certified in Google AdWords, individuals must pass one (or more) exams administered by Google, covering all aspects of Google Ads campaign management, optimisation, and best practices9https://grow.google/intl/ssa-en/google-career-certificates/. A Google Ads Guru, if you will.
Some agencies will have experts on the team who are certified in Google Adwords. If the entire agency is Google-certified, they are what’s called a Google Partner Agency10https://support.google.com/google-ads/answer/9029203?hl=en.
Why You Should Work with an Agency Certified in Google AdWords
So, now you better understand the PPC advertising environment, the unique benefits of using Google Ads for your business, and what being certified in Google Adwords means, why should you work with an agency that is certified in Google AdWords? Let’s take a look.
- Knowledge and Expertise
Holding Google certification shows you that the individual or agency has a solid understanding of how to use Google Ads effectively to create and manage online advertising campaigns. They’re up-to-date on the latest trends and best practices for using Google Ads, and they will know how to translate that into your business sector or niche. Google is constantly evolving its algorithm to adapt to new tech developments as well as provide the best possible user experience11https://www.techtarget.com/searchcontentmanagement/infographic/A-brief-history-of-Google-algorithm-changes, and these changes come fast.
Because they work constantly within the digital marketing sphere, they often have intimate knowledge of the emerging trends in online advertising, too, and can help you adapt to these shifts without hurting the performance of your campaigns. And all without wasting your precious advertising budget. When small and medium businesses are spending up to $10,000 a month on PPC advertising12https://www.webfx.com/blog/marketing/ppc-faq/, the last thing you want is to find out you’re not driving your goals with it!
- Early Access and New Developments
This brings us nicely to the next reason to work with an agency that is certified in Google AdWords. They’re at the forefront of new developments. To keep their certification, they have to continually educate themselves (and be able to showcase that knowledge through an examination13https://grow.google/intl/ssa-en/google-career-certificates/) on AdWords developments. So if you want assurance that you’re working with someone fully knowledgeable on the platform and with the most up-to-date information possible, an agency certified in Google AdWords is the place to find it.
Even better, they also get access to planned new features and rollouts when they hit Beta. This could give you the edge you need in your advertising efforts. You can trial Beta features, adjust your campaigns for upcoming changes, and build yourself an advantage over your competitors. Sometimes you could have this access for up to a year before anyone else.
- A Google Ads Insider
While Google Ads customer support is generally pretty decent for such a global company, when things go wrong, they tend to be spectacular. They could even put your campaign on hold until it is resolved. You don’t want to be waiting around forever for that resolution either. Especially when you have your PPC budget tied up on the platform.
And you are sure to be busy with your core business. Who has the time, let alone the energy, to hang around on the phone endlessly or hope your post to the message centre gets attended to timeously? And you may not have the confidence in the technology to fix these issues yourself with only the guiding hand of an overworked customer service rep to help. Over 60% of businesses are using Google Ads to drive growth14https://blog.gitnux.com/google-ads-statistics/. You don’t want to be in a queue with all of them, however.
When you work with an agency certified in Google Adwords, you can skip some of this headache. As they work with dedicated account managers at Google, they have the direct contacts you need to fix your campaign issues quickly. And they get priority service too. With your money and precious campaign goals on the line, fast is exactly what you want.
- Transparency and Service
While the examination and educational sides of becoming certified with Google are a cornerstone of the certification experience, it doesn’t stop there. Google monitors its partner agencies strictly to ensure they meet specific standards of service. They have to demonstrate certain performance levels, and adhere to Google’s best practices15https://support.google.com/google-ads/answer/6154846?hl=en.
Google monitors their conversion rates, client retention, and profitability of campaigns very closely. That’s part of what goes into the quality score for your Google ads too. So when you work with an agency that is certified in Google AdWords, you know a great customer experience comes with it. A whopping 98% of advertisers feel that Google is the most trustworthy ad platform16https://www.searchenginejournal.com/paid-search-is-still-the-dominant-digital-ad-channel-in-2019/317371/, so you know you can rely on their judgement.
- Effective Campaigns That Drive ROI – and Consider the Whole Picture
Having your campaign efficient and optimised is critical to getting the results you need. In 2022, Google made $225 billion from ads alone17https://www.statista.com/statistics/266249/advertising-revenue-of-google/, so you know you are competing with many other businesses just like yours. With better click-through rates, conversions, and ROI on your side, you can get the edge on your competition. And that’s exactly what a Google certified agency can bring to the table.
Additionally, it is rare for Google certified partners to focus on just PPC within their business. Many Google AdWords agencies offer holistic digital marketing services. Using one source for all your digital marketing needs helps you ensure your advertising efforts are not only well-targeted for the platform, but also work holistically to create brand consistency and focused strategies that build your brand presence in a targeted way.
FAQs About Working With an Agency Certified in Google AdWords
Now you know more about the in-depth reasons you should work with an agency that is certified in Google AdWords, here are some common questions the DemandMore team sees about this crucial topic.
What is a Google Certified Agency?
Google certified agencies are marketing firms which have employees who have met the demanding criteria set by Google regarding in-depth knowledge of the AdWords platform. Often, the entire agency is certified as a Google Partner. This means they come with added expertise, insider contacts, and early access to Google Ads features. They also have a proven track record of managing successful ad campaigns which they demonstrate to Google regularly.
What are the benefits of working with a Google Certified Agency?
When you work with a Google Certified Agency, you know that Google has given the stamp of approval to the results and optimised campaigns they create. Their knowledge is up-to-date, and often in advance of that open to the general public. They get early access to new features and a high level of trust from the platform itself.
How do I verify an agency’s Google Partner status?
Ask the digital marketing agency to provide their Partner ID. This is often openly displayed on their website (it’s a big deal, after all). Google also offers a list of Google Partners on their website.
Do Google Certified Agencies specialise in specific industries or types of advertising?
Google Adwords is a PPC-focused service, so you know you are working with PPC experts. Some Google Certified Agencies will take this a step further, and work only with specific industries, or even specialise in PPC alone. Others offer a holistic range of digital marketing services. So whichever approach you favour, there’s an expert out there waiting to hear from you.
What does it cost to work with a Google Certified Agency?
This will be highly dependent on factors such as your location, the prestige of the agency in question, the complexity of your advertising campaigns, the services you require, and your budget. There are several potential pricing models a Google Certified Agency might use, and many target specific business sizes from enterprise to start-up, so you’re sure to find the right match with a little research. Remember that the fee for the agency service and your advertising budget will be two different aspects of the pricing.
Working with an agency that is certified in Google AdWords is a fantastic way to leverage their insider knowledge to help you make your campaigns perform to their very best. If you’re ready to get started optimising your approach to Google Ads, feel free to contact the expert DemandMore team today. We are always on hand to help you build your business success.