Google Ads certification is an important credential for marketers.
This is one of the few standard ways to prove the level of knowledge or relevance of a particular topic.
While this is not an exclusive badge, it does require a certain level of work to learn concepts or experience in day-to-day use of Google Ads to achieve it.
What is Google Ads Certification?
Google Ads certification is the process by which Google recognizes marketers as experts in online advertising.
After passing the Ads certification exam, the individual earns a personalized certificate and can contribute to the company's Google Partners credential if affiliated with the company.
Like many of Google's products, properties, and initiatives, this program has evolved over the years.
The certification program used to be a standalone program and had an additional fee to take the exam.
That changed with the creation of the Google Partners program and has progressed further with the migration to Google Academy for Ads in 2018, and recently a rebranding to Skillshop.
Individual certifications still work the same way they did a few years ago with training and exam content (before Google AdWords was renamed Google Ads ).
Nonetheless, the relationship with the Google Partner program, the transition to an independent stage, and later changes throughout the years can be mistaken for the two people and understudies.
Certification has been a minimum or expected requirement even for entry-level search marketing roles for agencies and companies for years.
Even when I hire someone to join our training program, I know they are willing to invest the time and see the importance of taking the steps to get certified.
Having a basic level of exposure to subject matter from Google is much more specific than a school textbook can give you about how Google Ads works.
In addition, it is useful to affiliate a certified individual with my company's Google Partner account.
This step-by-step guide guides how to get Ads certified, as it can be a confusing process when doing it the first time or when going back and discovering new systems and formats in Skillshop.
Step 1: Create or Select Your Google Account
Start by determining the right Google account to use for your certification.
If you work for an agency or company, you will most likely be asked to use a work email address.
If you are an individual and are self-certifying, you can select the Google account you want to bind your certification to privately and publicly.
This can be a Gmail account or a Google account that you create associated with any personal email account.
You can easily create a new account at Google Accounts: Sign in.
Step 2: Getting Started in Skillshop
When your Google account is deleted, make sure you sign out of the other Google account.
As with some other Google products, there may be confusion or login challenges when you are currently signed in to multiple accounts.
When signed in only to the account you want to use for certification, go to https://skillshop.exceedlms.com/student/catalog/list?category_ids=2844-google-ads-certifications.
Here you can find the specific certification you want to get started with and click on it.
In certain certifications, read the overview info.
When you're ready to dive in, click the Get Started button.
You may be asked to authenticate again with the Google account you have set up and want to use.
If this is your first time at Skillshop, you will also see the terms of approval service.
Once authenticated, you are given the option to share the certification status of your account with the company and Partner Google accounts (more on that later).
If you are not a Google Partner or not affiliated with a company, you can choose "no" and skip this step in the process. (Also, you can skip to Step 5 below.)
Step 3: Prepare for the Exam
Google provides more extensive basic education info and training content.
Specific Google Ads certifications include:
Search
Screen
Measurement
Videos
Shopping Ads
Application
If you are new to Ads and the certification exam, we recommend that you start with the Google Ads Search Certification first.
Search ads are usually the most common type of ad that companies run.
But if you're more focused on something like just shopping, then start there.
The training content is linked to each of these specific certifications.
When you click on one, you'll be given the option to get started which includes a quick knowledge assessment, then other resources.
You should plan to invest at least a few hours in training content specialization.
If you're already managing Ads campaigns, or have deeper exposure, it's still a good idea to study the modules - even if you're doing it at a faster pace.
Sample questions are very helpful - they are written in the same format as they appear on the actual exam.
Unless you are previously certified and/or have moderate Ad experience - don't miss out on the training content!
Step 4: Pass the Assessment
To be certified, you must pass an assessment in one of the respective certification specialties.
Your certifications will then be awarded for specific product focus areas.
You can stop with one specialization, or continue with additional specializations until you master and achieve all that is relevant to your desired credential.
If you're an achiever or like standardized tests, there's no saying you can't take them all.
Note that if you fail to pass the exam, there is a waiting period before you can try again. That's the only penalty for not passing.
Step 5: (Optional) Connect with Google Partners
Disclaimer: This information is for the current process before the 2021 update.
If you want to link an individual account with your company for credit to Google Partners and other related benefits, you must take the step of sharing the account with your company.
If you missed this step or said no, you can go back and do this now.
While still logged into Skillshop, click your user icon in the top right corner then on My profile.
Then, you can click Edit profile at the top right. On this page, you are again given the option to share with your company.
This process requires the completion of your profile information which validates and connects you with your company from the end.
On the other hand, to validate from the Google Partner side, your Google Partner profile administrator must ensure that they have created a user account for you in Google Ads and verify that they can see it connected in the Partners tab in Google Ads.
The account will be associated with the master account of the company that is the Partner, as Google uses it to match your Skillshop account.
Again, note that this process is scheduled to change in 2021 along with some requirements for partner status.
Conclusion
Once you have completed your certification, you should be proud of your accomplishments.
While it is a requirement to be certified by many hiring managers and employers, it still takes effort to study the learning materials and/or have worked in Advertising for some time.
Depending on your role and career path, this can be a great additional certification and specialization to achieve as well.
Keep track of when your exam certification expires so you can renew it in time.
Also, keep an eye out for other exams on Google Ads product specializations in the Ads series that you can take to further enhance your knowledge and credentials of your specialty.
Partner companies can achieve certain specializations based on affiliated individuals who have passed additional examinations on certain subtopics that provide value for certified individuals and companies.
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