Google Partners clarifies why clients may be listed as 'eligible users' toward new certification requirement

“We strongly recommend that any user who can edit campaigns should be certified,” Google.

There is a lot about the coming changes to the Google Partners program eligibility requirements that agencies aren’t happy about. Among them, the requirement that at least 50% of the eligible users listed in their manager accounts will need to earn Google Ads certifications (up from just one certified user with standard or admin access). The new requirements, announced last week, are set to take effect by the end of June.

The issue isn’t that the certifications are regarded as weak indicators of a user’s proficiency with using Google Ads products to create value for clients, though many hold that view. The concern about this new threshold is that the list of eligible users in manager accounts often includes numerous client representatives and others who aren’t involved in campaign management. (You might be surprised to see who’s on your list of eligible users in your manager account.) In response, Google added a bit more around the eligible user requirement on the help page late last week.

The new certification requirement: The new requirement states, “A company needs to have at least 50% of its eligible users earn updated certifications from Skillshop. A company must also have at least 1 user certified in each channel they have spent in.”

Why users may be listed as eligible and how to change that. Google outlined three…

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