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Case Study: Landing Major Brands With AdWords Certification
"The Google exam is the only standardized gauge of someone's proficiency with paid search. It's difficult to find potential employees with preexisting AdWords expertise and the test acts as a great tool for instruction and evaluation."
About Wpromote
Founded in 2001 and located in El Segundo, CA with presence in Europe and Asia. Wpromote started as a search marketing agency but now considers itself a full-fledged, full-service online agency, offering services in landing page optimization, SEO, website design and media planning, including display buys. Wpromote manages over 2,000 clients with varying budgets of over $100k to under $100 a month.
Challenge
Wpromote has been a Google Advertising Professional since the program first launched in 2004. According to Michael Block, VP of Client Services, "We jumped on it as soon as we realized that this was something that Google was offering." Wpromote has a policy in their company requiring that any employee who works on paid search campaigns must pass the Google Fundamentals and Google Search Advertising Advanced Exams.
"It's always so tough to convince major brands to trust their marketing budget to you. We think the exams are an important first step gaining their trust and their business."
They typically give all new employees one week to study and pass the exams. According to Wpromote, this is a great way for them to get new employees up to speed on knowledge of AdWords and provides managers with the assurance that team members can demonstrate their proficiency. Accessing the Google AdWords Learning Center materials plus shadow time with seasoned employees is a great way for people to study for the exams. Google requires that in order to become a Certified Partner they must have a minimum of one employee pass at least 2 exams and meet a minimum AdWords spend level. Wpromote surpasses these obligations and has been awarded the Google AdWords Certified Partners badge.
"A huge benefit has been the legitimacy that the badge confirms"
Showing The Badge
Landing major brands is something that every small-to medium-size agency wants to do. Wpromote displays their Google AdWords Certified Partners badge with pride. They feel that earning the badge is a way to show major brands that they have met the qualifications that Google has placed upon agencies. This has proven very successful for Wpromote, having secured clients in major verticals such as, Finance, New Media, Health and Travel. Wpromote actively uses the Google Certified Partners badge, proudly displaying it on their website, print collateral and blogs.
