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About company specializations

Company specializations are a way to recognize and differentiate agencies with specific product expertise in certain areas. This article explains how companies can earn specializations and how specializations are displayed.

Benefits of company specializations

Specializations recognize companies that earn Partner status and demonstrate increased performance and product expertise in AdWords products. These specializations are displayed on the company profiles in Google Partner Search results and on the Partner badges. You can use specializations to help win business and differentiate yourself in the market based on your company's specific skills. 

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.

When assessing a company's overall performance, Partners requires at least 12 months of spend activity in your AdWords manager account. We check the client accounts linked to your AdWords manager account and evaluate their spend during a 12-month period. This means that if an account is linked and unlinked during this 12-month period, we'll only count the spend that occurred when the account was linked.

Company specialization icons

If you qualify for a specialization in one of the product areas, you'll notice the icons in your Partner or Premier Partner badge.


Search advertising

Google AdWords

Mobile advertising

Mobile Advertising

Video advertising

Video Advertising

Display advertising

Display Advertising

Shopping advertising

Shopping Advertising

How company specializations show on the Partner badges

On online properties (like your website), your company specializations appear as an animated pop-up when a user hovers over the top right of the badge. Each specialization has its own icon.

In printed marketing materials (like business cards), the specializations will be listed below the badge in text, without an icon.

Please see the badge usage guidelines for more details.

See your progress on earning specializations

If you're an admin for your company's Partners profile, you can see its progress toward earning a specialization.

  1. Sign in to your Partners account and click the Partner status link, then scroll down to the Specializations section.
  2. If your company has earned a product specialization, you'll see a green button next to the product icon.
  3. To see additional details on your progress, click the See your performance button.

Common questions about specialization

When your company could be at risk of losing a specialization

Your company could be at risk of losing a specialization if it stops meeting one or more of the specialization requirements. You'll get a reasonable amount of time to meet the requirements and re-qualify for the specialization.

To learn more about the requirements that you're not meeting and what you need to do, sign in to your Partners account and click the AdWords page in the "Partners status" section. Note that only admins of your company profile can access the "Partner status" section.

Keep in mind that we may periodically update specialization qualifications, so you'll want to take note of any notifications about your specialization status that appear in your account.

Losing a specialization

If your company isn't able to meet the specialization requirements, it will lose the following benefits:

  • Rights to advertise specializations
  • Listing of specialization on Google Partner Search
  • Listing of specialization on the Partner badge

Losing a specialization doesn't mean that your company is no longer a member of the Partners program.

Your company can continue to participate in the program and access other benefits of being a member, such as AdWords promotional offers, access to the "Insights" section, and access to Partners communities.

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