The Google AdWords Certification Program is a globally recognized endorsement of users with respect to their knowledge of tools and best practice techniques of Google AdWords. Certified users learn to effectively and properly manage AdWords campaigns, but since this program ultimately benefits Google financially, some search engine optimization (SEO) specialists doubt the validity and value of the certification. To this end, we will discuss some of the costs and benefits of Google AdWords Certification.
First, let’s talk about the costs associated with this certification. Obviously, Google makes money from AdWords and their Certification Program is essentially a sales pitch to get people using AdWords. Similarly, this program represents AdWords as the best and most effective method for online marketing. During certification, SEO experts are generally encouraged to use AdWords as the go-to solution even when free techniques such as social media or press releases may be as effective and are certainly more cost effective. Moreover, there is nothing inherent in the AdWords Certification Program that teaches the best online marketing practices. Nevertheless, because Google is the most popular search engine worldwide, AdWords are an important tool to understand when it comes to effectively marketing online.
So, while the nature of Google AdWords Certification as a sales technique for AdWords is a concerning drawback, there are many benefits of this certification as well. Obviously, we can’t underestimate the importance or power of Google when it comes to marketing a product online, but there are a few other benefits as well.
- Learning – Google and its associated tools are useful and effective for online marketing. Any efforts spent learning about Google, AdWords, and other practices available to online marketing firms is a good thing. More importantly, with this certification program, you are getting training directly from Google, which will almost certainly improve your SEO efforts.
- Google Affiliation – Google is a trusted worldwide brand, and being officially certified by Google implies an endorsement for your product or service. Regardless of whether you are certified as an individual or company, you can represent yourself as a Google AdWords expert, which will likely give potential customers a positive impression.
- Leads – Google marketing tools are designed in such a way that they are interconnected. By becoming an expert in AdWords, you also access important tools such as Google Engage allowing you to leverage Google for more sales leads.
- Client Satisfaction – your client will also benefit from your expertise in Google AdWords. Ultimately, certification ensures that the expert can access and utilize AdWords effectively. As such, your client knows you can be trusted to effectively manage their online marketing campaign.
Most SEO experts will gain valuable knowledge from the Google AdWords Certification Program. But even if this learning component isn’t motivation enough, the implicit endorsement you receive from Google is probably enough to justify the certification.