Big Google Partners program changes are coming: What you’ll need to qualify

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Big Google Partners program changes are coming: What you'll need to qualify

Many Google advertisers received an email on Thursday about substantial changes coming to Google Partners – the badging and certification program for agencies that meet certain criteria.

The company also posted the news of the coming changes on the Partners website: "We're excited to announce the launch of a new Google Partners program in mid-2020. You can look forward to a new badge, new status and updated product capabilities categories, as well as improved program benefits to better support the business needs of our Partners and their customers."

There are also new requirements that might affect your Partner standing.

Spend threshold doubled. The 90-day spend requirement (across all clients under your manager account) is going up from $10,000 to $20,000. This could have a dramatic impact on consultants' ability to qualify for Partner status.

More users need to get certified. Having one user Google Ads certified will no longer cut it. Agencies will need to have at least half of the users who have admin or standard access to their manager account take and pass the relevant certification tests (Search, Display, Video, Shopping). For instructions on how to see the certification status of individual users, see the bottom of this help page.

Optimization score evaluations. Agencies are going to have to pay (more) attention to the Recommendations tab. To determine whether an agency is meeting the performance requirements, Google says it will start evaluating the optimization score in your manager account that is located on the Recommendations tab. Google suggests agencies review the recommendations "to see the actions you can take to improve your



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