Google Partners FAQs

This article addresses frequently asked questions about Google Partners, including questions on when the new program will be launched and the new badge requirements.

General questions

1. Why are you making changes to the Google Partners program?

Over the past 2 years, we’ve spoken to many of our partners globally to better understand how we can improve their Google Partners experience. Our partners have told us they want more transparency, exclusivity, recognition in the market, and a deeper understanding of their business needs.

We’re launching the new Google Partners program in February 2022 to improve the program for our partners and advertisers. If you’ve earned a Partner or Premier Partner badge before February 2022, you’ll be able to retain your badge status until the new program launches.

To help you, we’ve updated our requirements to be more transparent, and for you to have more control. Starting June 2021, partners who meet the new requirements will get access to the new Google Partner badge.

We’re also providing more clarity around the program’s benefits. We’ve aligned the benefits to meet your needs in 3 key areas: Education & Insights, Access & Support, and Recognition & Rewards. Learn more about the benefits of the Google Partner program

2. Are you removing the Premier Partner badge?

No, there will still be a Premier Partner badge. Current Premier Partners will keep their status until the Google Partners program launches in February 2022.

Starting in February 2022, companies need to meet the new Partner badge requirements and be in the top 3% of participating companies within a given country to become a Premier Partner. Learn more about the badge requirements

3. Are you removing the Google Partner badge?

No, there will still be a Partner badge. Learn more about the badge requirements

4. When will I know if I’m a Premier Partner for 2022?

Your company will be notified whether you are a 2022 Premier Partner when the new Premier Partner badge and experience launches in February 2022.

5. What is happening to my company's specializations?

Specializations will be deprecated in June 2021, with the availability of the new Google Partner badge, and will not appear on any of your badge assets.

Questions about the new Google Partners program launch in February 2022

1. Why is Google launching the new Google Partners program in February 2022?

We’re launching the new Google Partners program in February 2022. If you’ve earned a Partner or Premier Partner badge before February 2022, you’ll be able to retain your badge status until the program launches. To help you, we’ve updated our requirements to be more transparent, and for you to have more control. Starting June 2021, partners who meet the new requirements will get access to the new Google Partner badge.

2. I am currently not a part of the Google Partners program. Can I still join the program?

Yes. Please go to our Google Partners website and follow the steps to join.

3. What should I tell my clients about the new Google Partners program?

If your clients ask about the new Google Partners program, you can let them know that Google is launching the new Google Partners program in February 2022. If you are a Partner or Premier Partner, you can reassure them that they will still be able to access your benefits through February 2022.

4. What is happening with the benefits we get with our badge?

We’re providing more clarity around the program’s benefits. We’ve aligned the benefits to meet your needs in 3 key areas: Education & Insights, Access & Support, and Recognition & Rewards. Learn more about the benefits of the Google Partner program

Questions about the new Certification requirement

1. Why are certain users who are not part of my company being shown on the User certifications table for the new Google Partner badge?

The User certifications table shows all admin and standard level users in your Google Ads manager account or any account linked to your company’s manager account. Any of the users in this table can earn a Google Ads certification in one of the eligible certification areas (such as Search, Display, Video, Shopping, and Apps), and the certification can count toward the certification requirement. Learn more about the User certifications table

2. How does Google define an account strategist?

We define account strategists as employees of your company who manage Google Ads campaigns on behalf of your clients.

3. How does Google determine the number of account strategists that we need to have certified?

The number of account strategists that you need to have certified is our best estimate based on a number of factors, such as users’ access levels, association with Google Partners registered Ads manager accounts and linked sub-accounts, and email domains.

You can now inform us of how many account strategists you have in your company by going to the Company details page from your Partners program tab and selecting from the drop-down. We define account strategists as being employees of your company who manage Google Ads campaigns on behalf of your clients. Learn more about how we estimate the number of account strategists in your company

4. We give our clients corporate email addresses. Will this create a problem for us for the new Google Partner badge certification requirement?

No. You can inform us of how many users in your company are account strategists and should be certified based on their day-to-day work by going to the Company details page from your Partners program tab and selecting from the drop-down. We define account strategists as being employees of your company who manage Google Ads campaigns on behalf of your clients. Learn more about how we estimate the number of account strategists in your company

Questions about the new Performance requirement

1. Am I at risk of losing my Google Partner badge if I do not have a high optimization score? Do I need to apply all recommendations and have a 100% optimization score to be a Partner?

You are not required to adopt all recommendations or achieve a 100% optimization score for the new Google Partner badge requirements. Your company needs to have a minimum optimization score of 70% – you’re in control, with the ability to apply or dismiss recommendations based on your own assessment and your clients' goals. Learn more about optimization score

2. What are the criteria Google currently uses to evaluate partner accounts and campaign performance?

To make the Performance requirement more tangible, transparent, and actionable, we’ll be using an optimization score. Learn more about the badge requirements

Learn more about optimization score

3. What is the minimum optimization score an account needs to maintain? What is the time frame that you will be evaluating?

To meet the Partner requirements, your Google Partners registered Ads manager account needs to have a minimum optimization score of 70% – you’re in control, with the ability to apply or dismiss recommendations based on your own assessment and your clients' goals. Learn more about optimization score

We check the requirements on a daily basis. We will inform partners if they no longer meet the 70% minimum optimization score, or any of the other requirements. We give partners a period of time to meet the Performance requirement before they are at risk of losing their status, during which time we will provide them with the tools to meet the requirements. After this period, partners who lose their status will be able to regain it when they meet the requirements.

4. Sometimes the recommendations surfaced aren't relevant to our client's business objective. How should I balance the need to apply recommendations as a part of the optimization score threshold and the need to put my client's interest first?

We understand clients may have nuanced requirements or multiple goals, which is why we’re not requiring an optimization score of 100%. Partners will continue to have the control and autonomy to make the right choices for their clients, with the ability to apply or dismiss recommendations based on your own assessment and your clients' goals. You’ll see a score uplift by applying and dismissing recommendations.

Note that recommendations surface based on expected performance improvements to your customer's goals and we constantly improve our eligibility criteria. If you decide to dismiss a recommendation because it's not currently relevant for your customer, please be sure to provide feedback and note that the opportunity may resurface if it is still relevant for the account.

5. When I go to the Recommendations page in Google Ads, I see this message: “All of the recommendations for your campaigns can't be displayed because you have more than 1,000 accounts. Select a lower-level account to view recommendations.” How do I find my optimization score to help my company meet the Performance requirement?

Go to your Partners program page in Google Ads, find the Badge status card, and click on "View details". On the Badge status page, you will find details about your optimization score in the Performance section. If you have met the 70% optimization score, you’ll see that indicated. If you haven’t, you’ll see how much you need to improve your optimization score in order to reach the 70% threshold.

Next, go back to your Recommendations page and select a lower-level account from the top navigation bar. From the Recommendations page, you can apply or dismiss recommendations across all accounts. Recommendations with a higher score are predicted to have the most impact on your performance.

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