Badge Requirements Revised – New Google Partners Badge Program’s Provision Added

Google has announced changes to the current badge requirements to increase transparency and bring marketers inch closer to the new Google Partners Badge program 2022.

 Feb-23: Helene Ambiana, Global Head of Google Partners: Google Ads Marketing, has announced changes in the current badge requirements. The move comes as the tech giant plans to launch a new badge system in Feb 2022.

According to Ambiana, “we’ve heard that many of you would like our badge requirements to be more transparent and aligned with helping you deliver on your clients’ goals. We understand that you want to know exactly where you stand and what you need to do to earn the badge, and we’ve taken steps to meet these expectations”.

You’ll now be able to check where you stand in real-time. Besides, you will be informed what you need to improve on getting a badge. You can choose to either implement or dismiss the smart recommendations depending on your overall goals to meet the minimum 70% optimization score.

The 70% optimization threshold is a new provision that replaces the current requirement that calls for Google partners to analyze your accounts during a one and half-year period.

The minimum expenditure requirement remains unchanged as marketers look forward to the new Google Partner Badge. You’ll still be required to spend at least $10,000 over three months.

Digital marketers have complained about the transparency and misalignment of the badge requirements with their clients’ goals. Google has committed to increasing more benefits to the upcoming Google Partner badge.

In a past announcement, Google announced that partners who will have complied with the new requirements by June 2021 are eligible for the new badge.

“We’ve aligned our benefits to meet your needs in three key areas: Education & Insights, Access & Support, and Recognition & Rewards,” says the Global Head of Google Partners.

Marketers should expect significant changes in certification come the year 2022.

Currently, Google requires agencies to have at least one manager with access to Ads manager to have certification in Google advertisement. The new provision requires agencies to have at least 50% of account managers be certified in any of the Google Ads segment (app, shopping, video, display, or search).

As a verified Google Partner, you will need to maintain proficiency consistently.

Google’s move towards increasing more transparency in badge requirements has attracted various sentiments from industry heavyweights.

Neil Patel says, “be prepared for a new set of rules to qualify for a Partner Badge. Many of the basic rules will still apply, but you won’t be required to adopt all the recommendations or achieve a 100% optimization score to earn a badge.”

“The upcoming Google badge program creates a level field for digital marketers and agencies to enjoy innumerable benefits ranging from trimming redundant search terms to recommending optimization of a sales copy. Marketers should leverage their own experience and expertise in addition to the insight-driven recommendations. In that case, they improve on user experience and engagement in the long run”, says Shahbaz Anwar, Founder of PPCexpo.

Ambiana concludes by saying the industry is very dynamic, and digital marketing teams should expect more changes aligned with their feedback and their client goals.