Maximizing Your Ad Campaigns with a Google Premier Partner: An Insider’s Guide
How BCM’s Google Premier Partner Status Can Supercharge Your Ad Campaigns
If you want to get the best ROI for your paid search ads, you need to know how to utilize Google’s algorithm to your advantage. While you could spend weeks or months refining your strategy until you discover what works, that option takes too long and could wind up wasting resources. Instead, it’s much better to work with a Google Premier Partner and get the job done in a fraction of the time.
But what is a Google Premier Partner, and how can they help supercharge your SEM marketing strategy? Let’s dive in and discover what to expect from a marketing agency with this designation.
What is a Google Premier Partner?
A Google Premier Partner is an organization or individual that has exceeded all Google Partner requirements, including testing and certifications. The Partner program is intensive and checks the organization’s knowledge of everything related to Google Ads.
It’s also important to note that Premier Partners must requalify yearly, so it’s not a “one and done” type of designation. Because Google is updating and modifying its algorithm all the time, partners need to be up-to-date to provide better services to their clients.
Differences Between Google Partner and Google Premier Partner
Becoming a certified Google Partner is hard enough, but Premier Partners enjoy a higher status within Google, including dedicated account management and support teams, executive training programs, and access to an annual partners summit. In short, by demonstrating their ability to go above and beyond what their clients ask, Google Premier Partners can access more tools and offer better deals for their customers.
Which Option is Better?
If you’re trying to choose an SEM agency and one has Google Partner status and the other has Premier Partner status, you should choose the latter. While all Google Partners must follow the same protocols (more on those later), Premier Partners have a better-proven track record of delivering results.
Again, maintaining this status is an ongoing requirement, so you know that the agency must earn these certifications every year. There is a certain level of peace of mind that comes from working with a Premier Partner since you know they’re always up-to-date on everything Google is doing.
How Does an Ad Agency Become a Google Premier Partner?
There are three primary requirements an agency must meet to achieve Partner status – Performance, Spend, and Certification. From there, existing Google Partners must also show their ability to help their existing clients grow, add new clients to their roster, and maintain excellent client retention and satisfaction.
Here’s a quick overview of what it takes for an agency to become a Google Premier Partner:
- Performance – Google wants to be sure you’re in control of your Ads account and that you can run it with optimal efficiency. Partners must maintain an optimization score of 70 percent or higher while adjusting metrics to suit clients’ needs.
- Spend – All Google Partners have to spend at least $10,000 per 90 days across all managed accounts.
- Certifications – Agencies must have at least 50 percent of all registered account users certified in Google Ads. Furthermore, there must also be at least one account strategist in each product area (i.e., Google Shopping, Video, Display, etc.) with a minimum of $500 ad spend with that product in 90 days.
Every year, Google evaluates all of its partners to determine which agencies qualify for Premier status. It’s up to Google to determine which partners earn this designation based on how well they can perform for their clients. According to the site, only three percent of all partners meet Premier requirements. These evaluations also happen annually, so an agency could earn or lose its status based on its performance over the previous year.
BCM is a Google Premier Partner
As you can see, becoming a Premier Partner takes time, resources, and dedication. Also, it’s not as simple as checking a few boxes and spending a certain amount of money. Beeby Clark + Meyler is proud to have earned Premier Partner status, and we work hard for our clients to retain this title year after year.
Because this status requires diligence and continuous performance excellence, you can feel confident when hiring us to manage your marketing campaign. While many other agencies make big claims and offer vague strategies, we can back up our promises with certifications and training. Basically, if you’re trying to increase traffic and sales via Google, BCM is one of the best options to reach your goals.
What are the Benefits of Working With a Google Premier Partner?
In case you’re not already convinced that working with a Google Premier Partner is a smart move, here are some tangible benefits you can expect when signing up with an agency like BCM.
Experts in Running Ad Campaigns
Google’s algorithm is one of the best-kept secrets of the tech industry. The company is notoriously cagey about confirming how it works and how each new update will affect search results. However, by being a certified Premier Partner, we’re getting information and recommendations directly from Google.
In addition to having better insight into Google Ads Search Products, we’re also experts in all the different products the company has to offer, including Videos, Shopping, and more. We’re well-versed with all of Google’s tools and platforms, ensuring you get the best value from each product. Together, we can create a comprehensive marketing package with no stone unturned.
If you were to try and manage your own SEM campaign, you would have to wait months or years to see the results you want. When working with a Premier Partner like Beeby Clark + Meyler, you can tap into a wealth of knowledge and resources to put your campaign into immediate overdrive. Our clients are amazed at how quickly they can generate traffic and convert new leads into customers by utilizing these tools. Now, instead of waiting months, you can see results in days or weeks.
When choosing an agency or vendor to work with, you should already be looking at references to ensure that you’ll get your money’s worth. So, being a Google Premier Partner is like having Google vouch for our abilities, which is pretty hard to beat as far as references go. Because Google assesses its partners annually, it uses a detailed and thorough vetting process, meaning you don’t have to do as much legwork to see what we’re capable of and how we can serve your brand.
How Does Being a Google Premier Partner Benefit a Client’s Ad Strategy?
Although Google Ads is a powerful tool, many businesses aren’t quite sure how to use it effectively. As a rule, a higher budget can mean faster success, but that doesn’t mean you should just throw money behind ads and assume they’ll work. Here are some ways that a Google Premier Partner like BCM can make your overall ad strategy work smarter.
Keeping the Strategy Current and Up-to-Date
Google comes out with algorithm updates all the time. Usually, these updates happen “behind the scenes,” meaning they don’t impact search traffic much. However, every so often, a new update will come out that turns everything on its head. As a Premier Partner, our marketing team is always on top of these changes and can adapt as necessary. You don’t want to be behind the eight ball, as that can derail your momentum and cause a drop in traffic (and sales).
The main difference between working with a regular marketing agency and a Premier Partner like BCM is that other agencies are reactive and we’re proactive. We don’t like to take a “wait and see” approach. Instead, we’re always staying ahead of the curve and anticipating new trends and fluctuations. You want your brand to be a leader, not a follower – we can make that happen.
We Maximize Conversions and Increase Revenue
One of the most valuable metrics to pay attention to with modern digital marketing is your conversion rate. For example, if you had 1,000 visitors to your site today, how many of them would be converted into customers? Because this rate is so vital for your bottom line, everything we do is customized to move the needle as much as possible.
Overall, our focus on improving your brand’s conversion rate means you get the best return on investment (ROI) possible. Since you’re spending money on ads, you want to make sure you’re getting a decent profit, so you can reinvest those earnings back into your business. While vanity metrics like followers and likes are nice to have, we know our clients prefer to see their numbers in dollars and cents.
We Offer Direct Support for Our Clients
When a marketing agency becomes a Premier Partner, they get access to dedicated Google support teams. So, if we have questions or need to find out more information about a specific product, we have a direct line to Google. This access is hard to find and certainly is not widely available.
So, when working with a partner like us, you can tap into Google’s inner workings and see “behind the curtain” to understand what it will take to bring your ad campaign to the next level. Additionally, if you need help to understand any component of your campaign, we’re always available to walk you through anything that needs further explanation.
Alternatively, you can be as hands-off as you like when working with us. If you trust us to deliver the results you want, you can just set a budget and watch the numbers increase steadily. We’re here to serve your brand – whatever that means for you. Sometimes, peace of mind is the ability to delegate responsibilities to others, so we can offer that level of convenience.
How to Choose a Google Premier Partner
Having Premier status already puts agencies like BCM above the competition, but what happens if you’re trying to decide which Premier Partner to work within your next campaign? In that case, here are some factors to consider when making comparisons.
Similar Client History
Although SEM strategies can be pretty generic, the industry nuances may be wildly different from other clients the agency has worked with before. As a rule, it’s best to sign with an agency with experience in your field. For example, if you’re running a dental website, it might not be a good idea to work with an agency that specializes in retail sales.
This is not to say that a generic agency won’t be able to help you reach your goals. However, if the organization has experience in your specific industry, it’s easier to understand how to appeal to your target audience for better conversion rates.
Personalized Attention and Support
Your business is unique, and you need to work with an agency that understands your specific needs. For example, a startup needs different SEM tactics than an established business looking to improve its site traffic. Subpar agencies take a “one-size-fits-all” approach, meaning they’ll use tatics that are not specific to your industry or business.
Also, an agency should be able to adapt to your support needs. Whether you have a ton of questions and want to be involved every step of the way, or you want a hands-off approach, all options should be available and viable.
Transparent Cost Breakdown
Nothing is more upsetting than getting hit with hidden fees or surcharges. While cost estimates may not be 100 percent accurate, agencies should never tack on unnecessary fees to try and get a higher rate. Instead, it’s better to pay for a valuable company that will give you the results you want. Plus, if there are any additional costs or expenses, you should be notified immediately as they come up, not after the fact when you receive your invoice.
Furthermore, high-quality agencies can give you a detailed itemized invoice that shows you what you’re getting and how much each service costs. While you may not be able to pick and choose “menu items,” this kind of transparency helps you understand what goes into your marketing, so you know if you’re getting the value you deserve.
Additional Marketing Services
Although paid search is an essential part of marketing, it’s only one component of a larger campaign. The best agencies will offer a wide variety of services, including email marketing, social media marketing, video marketing, and more. This way, you can get all of your advertising needs handled in one place instead of piecing together different services from multiple providers.
Beeby Clark + Meyler Named Google Premier Partner for 2023
Beeby Clark + Meyler is proud to announce, yet again, that we’re part of the GPP list in 2023. The program first began ten years ago, in 2013, and has undergone numerous updates and revisions over the years. Given the number of substantial changes Google made to the program last year, we feel that our continued participation illustrates our commitment to our customers. Since Google is the one deciding who makes the cut or not, all we can do is provide the best service possible and cross our fingers that Google recognizes our efforts. And we succeeded.
At the end of the day, our mission statement is to add value to our client’s campaigns so they can get the best return on investment possible. There’s a tremendous amount of trust placed in our hands, which is why we take each campaign seriously. We never use a “one-size-fits-all” approach, choosing instead to represent each client with the same care and attention to detail as the next. This dedication is also why we work with some of the largest companies in the world.
The updates to the GPP program not only reflect the amount of effort Premier Partners put in, but also the number of perks and advantages they receive from Google. This way, we can serve our clients even better by accessing a wealth of new tools and insights only available to an elite list of firms.
Here’s to another year of success, and we aim to stay on the GPP list for years to come.
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