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The Day Google Came to Visit (Plus Why it’s Great to be a Google Partner)

By Unknown, blog post 13/11/2014

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Desks were tidied. Rugs and pictures were straightened. Even the plants got a dusting. Some very important visitors were due at Strategy Digital’s Bristol offices. We kicked back and waited for a couple of chaps from some outfit called Google to turn up.

Why did Google hop over from their European HQ in Dublin to our offices? Because Strategy Digital is a certified Google Partner, which means Google pro-actively works with us to ensure we’re up to date with the very latest developments at the search giant.

This is great for us. It’s even better for our clients.

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Above: We’re a certified Google Partner and we’ve got the badge to prove it

So, What Happened During Google’s visit?

For the first part of the visit, the guys from the Google Agency Team sat down with our PPC team. We took a deep dive into clients’ PPC accounts and discussed ideas around how to maximise results using the latest Google AdWords products.

We talked about remarketing tactics, best practice for using new Google Display Network targeting options, and how to maximise the potential of mobile.

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Above: “For his next project, Sergei’s building a warp drive.” Getting the inside skinny from our visitors

The second part of the day was spent with a wider group of our client managers, the Google guys bringing them up to speed with insightful studies carried out by Google, talking through the latest product developments, and showing off some useful tools and resources.

The key focus was around how to complement our clients’ content marketing strategies through effective promotion that leverages the vast ‘Google Ecosystem’.

Oh, and the Google chaps also took a ‘Halloween selfie’ with the team (see top of the page). Scary.

What are Google Partners Anyway?

We’ll let Google answer this one:

“Google Partners are online marketing companies, trusted by Google.”

Remember the badge from earlier in this post?

“The badge recognizes companies that excel with Google’s products. Their businesses are healthy, their customers are happy, and they use Google best practices.”

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Above: “And if you don’t send us a card, we’ll take your badge away.”

How Did Strategy Digital Become a Google Partner?

Firstly, in order to become a Certified Google Partner, our PPC account managers are required to pass Google AdWords exams. The exams have to be taken at least once a year, ensuring that our account managers are on a continual learning cycle and staying abreast of the latest developments.

Further requirements are for us to have “at least US $10,000 [or equivalent] in total AdWords spend over the last 90 calendar days.” Google says that “Having an active and healthy book of business lets us know that your agency will stand the test of time.”

We also have to demonstrate that we adhere to Google’s best practices.

“You’ll need to demonstrate that you’ve mastered the essentials covered in the Google certification exams and that you’re maximizing your clients’ campaign performance.”

The obligation is on us to maintain and uphold a high standard of service and innovation for our clients. If we don’t, we lose Partner status.

“We review your client accounts to make sure your clients are getting excellent service, including the type and frequency of the changes you’re making, client retention, and whether you’re making the most of your clients’ budgets.”

For more details about how we’ve earned Google Partner status, you can read Google’s Qualifying For Google Partner Status FAQ.

How Being a Google Partner Benefits Our Clients

Having a frequent exchange with the Google Agency Team means that we get to hear about new practices first and also get exclusive access to product betas.

And we get access to the vast amounts of data Google is able to collect. The data allows us to gain insights into a particular industry or vertical or product category. These insights highlight opportunities as well as the competitive environment and consumer behaviour within the specific area.

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Above: We’d tell you what we were being shown, but then we’d have to hunt you down and silence you

Because of the obligations to our clients that Google Partner status demands, it is a perpetually beneficial arrangement – for us as a business, for our team as individuals and of course for our clients. It’s in Google’s interest to drive utilisation of its channels through enabling informed decision making on the advertiser’s part.

The visit from Google has proven yet again how invaluable the Certified Google Partner status is in our industry. Digital marketers rely heavily on understanding – or rather, ‘interpreting’ – Google’s algorithm, the dominate search engine in the markets we operate in.

Having direct access to Google Partners agency managers not only benefits the team with trouble-shooting assistance – for instance we can seek help in the case of trademark issues or complications with merchant feeds– but also through keeping them on top of the latest PPC practices and product developments.

All of the above combines to make our clients the ultimate beneficiaries of our Google Partner status.

Talk to us about how our expertise can help your business to thrive online. Call us on 0117 971 2499 or get in touch via our contact form.