Google Is Making It Harder For Companies To Become Google Partners

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Google Partners requirements are changing. As of June 2020, companies will have to work harder to get or keep their Google Partner status badge.

A new Google Partners program is being launched this summer and with it some changes that some Google Partners – or companies trying to get their badge – won’t like. Some of the new requirements are more difficult to achieve and maintain, and some are already proving unpopular.

Furthermore, the benefits for Google Partners aren’t becoming that much better.

The changes in Google Partners requirements are:

Performance will be based on whether an account adopts the optimization score recommendations, as opposed to revenue growth and retention of a company’s clients or a company’s growth in revenue and number of advertisers. Many professionals prefer not to follow score recommendations, so this is going to be a problem for them.
The minimum ad spend for Partners doubles to $20,000 from $10,000 in the last 90 days. For some, this is not going to be an issue, but it makes it more difficult for companies that are just starting out, to enter the Partner program.
At least 50% of users must have updated their Google Ads certifications in Search, Display, Video, and Shopping as opposed to 1 affiliate individual certified. The certifications can be earned in Skillshop (formerly known as Academy for Ads).
Specializations are being replaced by product capabilities. We’ll need to update you on this.

Google might be making it’s Google Partners requirements more exclusive with changes coming this summer.

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Companies that meet the new requirements after June 2020 will have access to a new Partner badge, new status, and product capabilities categories to help them stand out, showcase their areas of proficiency, and provide more exclusivity. Finally, they will also receive new program benefits that aren’t exactly clear right now.