Partner Specializations are now being awarded to Google Partner’s that can demonstrate expertise in particular areas in order for these firms to better market themselves to businesses that advertise on Google. The Google Partner program was launched 3 years ago as a way for small businesses to work with ad agencies, marketers, online professionals and specialists that are knowledgable about Adwords and work with the Google ad team on a regular basis. All Partner’s are trained and certified by Google.

The program helps small businesses place ads with more sophistication and compete for keywords with their bigger rivals.

Google Partners can earn specializations in 5 areas of expertise:

• Search
• Mobile
• Video
• Display
• Shopping

“The changes to the Google Partner program are exciting for potential advertisers and our company,” says Neal Gann, CEO of Showroom Logic. “These new specializations show Google’s commitment to better serve their Partners and help us highlight what makes our technology and team so unique. It should also help prospective clients make a clear choice because it’s now easier for them to find top Partners that are aligned with their immediate goals.”

Google says that to gain a Specialization designation the Partner must have at “least one certified individual and a history of consistent product performance.”

How companies can earn specializations

Specializations are given based on the following criteria:

• Your company has at least one certified affiliated user in an AdWords product area
• Your company is demonstrating product expertise in the specialization area
• Your company has at least US$10,000 (or local currency equivalent) 90-day AdWords spend in that area

We look at a number of things to determine your company’s level of product expertise, including how you’re implementing the AdWords product for your clients, if you’re growing your usage in the product area, if you’re retaining your clients in that product area, and other related factors.

Premier Google Partner badge

Google also announced the Premier Google Partner badge “designed to recognize Partner’s who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.”

“Google identifying and recognizing highly experienced agencies is a great step and a distinctive honor. We are thrilled to be a part of the new designation and look forward to displaying this badge,” stated Joe Chura, CEO of Launch Digital Marketing.

Premier Partners must maintain a higher level of certification requirements but will receive significantly more support from the Google advertising team, according to Allan Thygesen, VP Global Sales & Operations at Google.