After two years of updates, postponements and feedback from unhappy advertisers, Google’s revamped Partners program has finally been relaunched.
The program updates were initially announced in early 2020. But the subsequent delay caused by the pandemic allowed Google to take on board input from agencies and advertisers who weren’t quite sold on the first iteration of the new Partner requirements. In an announcement posted on Wednesday, Google said,
“Over the last two years, we’ve evolved the Google Partners program based on industry changes and your valuable feedback.”
As a reminder, the initial requirements from 2020 increased the 90-day spend threshold from $10,000 to $20,000 and added a requirement for a certain optimization score. Much to agencies’ horror, Google also included a requirement that at least half of all eligible users listed in manager accounts would need to earn a Google Ads certification from Skillshop.
Taking advantage of the delay, paid search professionals have spent the past two years providing feedback to Google. And luckily, the new Partner program is more in line with advertisers’ expectations. For one, the 90-day spend threshold remains at $10,000.
A Search Engine Land article by George Nguyen sums up the new program in plenty of detail. To be eligible, advertisers must meet these requirements:
- Performance requirement: achieve an overall optimization score of 70 percent
- Spend requirement: spend $10,000 across a Partner’s managed accounts within a 90-day period
- Certification requirement: have at least 50 percent of account strategists certified in Google Ads
Additionally, agencies that meet all the Partners requirements listed above and fall within the top 3 percent of Partner agencies in their country are eligible to become Premier Partners. This brings with it a host of extra, high-value benefits outlined in the announcement, including early access to product betas, Google Ads credits and advanced Google Ads support.
Current Partners risk losing their status if the new requirements are not met, and according to Google, the main requirement not being met (unsurprisingly) is the Certification requirement. So if you haven’t been spending the past couple of years preparing for the inevitable, now is the time to do it.
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