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Google AdWords is used by millions and is updated regularly. As you can imagine, this means that Google is flooded with requests for help running AdWords campaigns. They also receive daily complaints about unqualified marketing agencies that mismanage AdWords accounts.
To address these issues, Google began certifying certain marketing companies as official AdWords partners. To become a certified partner, companies need to demonstrate a history of running large AdWords campaigns, as well as employ individuals who have passed online AdWords examinations.
However, Google was also interested in closer partnerships, where they could integrate their staff with the partners’ at the operational level. However, it was not feasible to do this for every certified partner. Google accordingly created a new tier of partners, the Premier SMB (Small and Medium Business) Partners.
Premier Partners have increased contact with Google. They receive special information and support not available any other way. Google staff assist Premier Partners at all levels of their business, from technical support to accounts management. This helps Premier Partners deliver better Google advertising packages to their clients.
To date, few businesses have successfully become premier partners. The decision is made subjectively by Google staff based on inquiry emails. Google’s four posted criteria are:
• Large existing customer base of small / medium sized businesses
• Tele / field sales force with the ability to sell Google’s advertising products
• Commitment to provide phone and/or email customer support to their advertiser base
• Existing operational infrastructure (billing, reporting, etc) to service thousands of customers
Businesses that meet these criteria can send an inquiry to Google. Google will then begin the process of evaluating the business for a potential partnership.
So far, the only businesses to meet these criteria have been large information technology firms. In Canada, only two companies have met them: Rogers and ReachLocal.
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