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 two 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 in 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 three key areas: Education & Insights, Access & Support, and Recognition & Rewards.

You can find a detailed overview of our program benefits here.

2. Are you removing the Premier Google Partner badge?

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

The Google Partners program grants Premier Google Partner status to the top 3% of the participating companies each calendar year. Starting in February 2022, your company will need to earn the new Google Partner badge and be granted Premier Google Partner status to be a Premier Google Partner.

We grant Premier Google Partner status based on a number of factors, including but not limited to: annual ads spend across managed accounts, client growth, client retention, and other information. Premier Partner evaluation is done on an annual basis, and Premier Partner status may not be available in all markets.

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 Google Partner for 2022?

We’re launching the new Premier Google Partner badge and experience in February 2022. The Google Partners program grants Premier Google Partner status to the top 3% of the participating companies each calendar year. Starting in February 2022, your company will need to earn the new Google Partner badge and be granted Premier Google Partner status to be a Premier Google Partner.

Learn more about the badge requirements

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. In June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

2. Will the new Google Partner badge requirements change from what was announced in February 2020?

The requirement categories will remain the same – Performance, Spend, and Certifications. However, we've heard you and adjusted the new badge requirements to give you more control and ensure that we’re working together to serve your clients.

Performance

The new performance requirement helps ensure that you can effectively set up and optimally run Google Ads campaigns to achieve the greatest results for your clients.

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 assessment and your clients' goals.

Learn more about optimization score

Spend The spend requirement will remain the same at a 90-day ad spend of $10,000 USD across managed accounts.
Certifications

Your Google Partners registered Ads manager account needs to have a minimum of 50% of their account strategists certified in Google Ads (capped at 100 users), with at least one certification in each product area with campaign spend (e.g., Search, Display, Video, Shopping, or Apps).

Account strategists are employees of your company who manage Google Ads campaigns on behalf of your clients. 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.

Learn more about certifications

3. Will the current Google Partner badge requirements change from what they are now?

Current badge requirements will remain the same until June 2021. Starting in June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

4. What is happening to my existing Google Partner badge, Premier Google Partner badge, and specializations?

If you currently have a Google Partner badge or Premier Google Partner badge, you will keep your current badge and benefits until the new program launches in February 2022. In June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

If you currently have specializations (Search, Display, Shopping, or Video), you will keep your specializations until June 2021. Specializations will be deprecated in June 2021, with the availability of the new Google Partner badge.

5. I have a Google Partner or Premier Google Partner badge, but I am no longer able to meet the requirements. Am I at risk of losing my badge?

No. If you already have the Google Partner or Premier Google Partner badge, and do not meet the new Google Partner badge requirements, you’ll be able to retain your badge status until the program launches in February 2022.

6. Do I need to worry about meeting the new badge requirements during 2021?

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. In June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

We encourage you to prepare for the new program before the new Google Partners program launches. Learn more about the badge requirements

7. Can I still earn the Google Partner badge?

Yes, you can still earn the Google Partner badge by meeting the current Google Partner badge requirements. Learn more about the requirements

8. I am currently not a part of the Google Partner program. Can I still join the program?

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

9. Can I still earn a Premier Google Partner badge during 2021?

We’re launching the 2022 Premier Google Partner badge and experience in February 2022. Current Premier Google Partners will keep their status until the new Premier Google Partner badge criteria is updated in February 2022.

10. 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. You can reassure them that in the interim you will keep your current badge, access to trainings, benefits, and your connection with Google.

11. What is happening with the benefits we get with our badge? Are they changing in 2021?

We’re providing more clarity around the program’s benefits. We’ve aligned the benefits to meet your needs in three key areas: Education & Insights, Access & Support, and Recognition & Rewards. You can find a detailed overview of our program benefits here.

Questions about the new Google Partner Badge 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 for the new Google Partner badge shows all admin and standard level users in your Google Ads manager account and any linked sub-accounts. 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 new Google Partner badge certification requirement. Learn more about the User certification table for the new Google Partner badge

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 users (that is, 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 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

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

5. Where do I go to view and update the user access permissions for the users we have on our Google Partners registered Google Ads manager account and sub-accounts?

Learn more about how to manage user access levels in your Google Ads manager account

Note: A Google Ads manager account must be an owner of the sub-account to manage user access on that sub-account. Any Google Ads manager account can be an owner of a sub-account. Learn more about how to add administrative ownership of sub-accounts

6. How do I exclude personal emails and other non-company domains from my Google Ads manager account and sub-accounts?

We recommend using the Allowed domains view to easily flag users who shouldn’t have access to your Google Ads manager account.

Learn more about keeping your account secure and restricting the email domains your users can use

7. My finance or legal team need to have admin access to their Google Partners registered Google Ads manager account, which means they’re included in the User certification table of users that can contribute to the certification requirements. Can we get those users excluded?

There is a billing-only access level that you can use for your finance or legal teams. Learn more about the billing-only access level

You can now 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 determine the number of account strategists in your company

Questions about the new Google Partner Badge 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 compared to what's reflected in the Recommendations?

To make the account performance criteria more tangible, transparent and actionable, we’ll be using optimization score (previously, partners didn’t know which actions they needed to perform to meet this criteria). 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?

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 badge requirements on a daily basis. We will inform partners if they no longer meet the 70% minimum score or any of the badge requirements. We give partners a period of time to meet the performance criteria before they lose their badge, during which time we will provide them the tools to meet the requirements. After this period, partners who lose their badge 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, while benefiting from the efficiencies the optimization score brings. You’ll see a score uplift by applying and dismissing recommendations.

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