Well, it looks like Google has done it again! Trying to keep up with their Adwords changes is like trying to run a marathon on a daily basis. Talk about exhausting…but necessary! 
Here’s the great thing about these new changes. Google has made their Adwords Certification Program worthwhile and the changes are justified! There are a few key changes to note.
No Minimum Spend For Individuals
This is excellent news! Why is that? Because, there was too much focus spent on how much you’re shelling out to Google versus what type of quality ads you are putting up. If you’re a single individual trying to get certified, you should be certified based on your qualifications. Many people who run PPC campaigns for themselves or don’t have the ability to cloak their personal certification with a company were getting screwed, when in reality, they were more qualified that then big boys (a.k.a. large companies and corporations) who were spending lots of money. The little guy had the great Click-Through-Rate while the big guy could take the same exact test and throw dollar signs (and spaghetti) at the wall to see what sticks. The large companies and the corporations would get certifications and the little guy would get screwed.
$10,000 Minimum Spend For Companies
Google has lowered the minimum spend for companies to $10,000. Again, excellent news. This shows the shift in trends that money no longer constitutes expertise. In order to get certified as a company, Google must make sure you have the funding to call yourself a company, which is largely why the minimum is enforced. Not to mention, if you are a large company with several if not hundreds of clients, you should be able to meet that quota with no problem. Google wants to make sure they’re hind-end is covered too, monetarily, if you get what I’m saying. It’s a two-way relationship man!
New, Updated, Comprehensive Curriculum
Finally! We’ve got some fresh material to work with. Now, a lot of people may be bummed about this, but I’m actually super excited. While this means the exams are going to be much harder, it also means we’re testing out PPC skills to the “n”th degree, which I’m all for. Let’s be brutally honest here…if you know what you’re doing, you’ll pass the exams…if you don’t….well….looks like you don’t deserve to be certified, am I right? Right! Previous exams and curriculum focused too much on memorization of where certain functions were accessible rather than testing your knowledge of that functionality. I don’t care if I can’t remember where the “Edit” button is on the “Placement Report” page, but I do care if I don’t know how to increase my Click Through Rate by certain strategies (i.e. using your keyword in your Ad Headline, using tightly knit ad groups that lead to relevant lead capture pages, etc.).
New, Advanced, Annually Refreshed Exams
Awesome! I love content that is updated with the times. This beast is ever evolving, and I want to know how to keep up with it. If you’re a slacker, you’ll be bummed. If you’re ready to put the petal to the metal, you’re all set. How awesome would it be to sport the new certification for your business, knowing that everyone else knows you’ve had to pass new, advanced tests to get it? I’ll be flaunting that badge like nobody’s business! These exams will focus on competency in search, display, reporting, and analysis.
Two Exams Required For Individual Certification
C’mon, don’t whine! Google had to beef up their exams to match their curriculum. Individuals will now have to pass two tests: Advertising Fundamentals (which we all previously had to take) and a new, advanced exam.
Ability To Opt-In To Google Partner Seach
Think of this as the yellow pages of certified partners. Basically, Google is making it easy for potential clients to find you by doing a little advertising on your behalf. Sweet! I’m there!
Six Month Grace Period
While Google is switching to the new program, there will be a 6-month grace period to meet the new criteria, so start studying the new materials.
Being Adwords Certified is a major gold star to put on your Online resume. While more and more companies shift their marketing dollars online, it is inevitable that Adwords will continue to grow exponentially, and if you’re smart, you’ll be there to catch some of those funds. These certifications will become practically required for any future business owner/company to agree to let you manage their Paid Online Advertising ventures, and for good reason. There are too many Bob’s and Sue’s out there who are nowhere near qualified, trying to pass off their ability to run your PPC campaigns. Get certified quick-like, if you’re not already, and be ahead of the rat race, instead of trying to catch up.
Yours in Inner Achievement!
Scott Jay Ringle
