Just like a CPA, Google AdWords Certified Partners, must pass a test each year. In fact you must pass 2 tests initially, a fundamentals test and an advanced test. The two test requirement and a new set of ethics rules came in about 3 years ago.

When those rules were implemented, a new transparency standard required all ad managers to disclose the amount of the fee that was used for management and the amount used to pay click charges. Some large company providers were reportedly taking 80% for management fee and spending less than 10 minutes per month managing the account! Those companies refused to disclose this information to their clients and hence lost their certification. They may still manage ads, but they may not hold the certification without complying with the ethics, terms and conditions that designation demands.

The exams demonstrate knowledge of AdWords management and you have to pass the test to continue to hold the certification. Only 1 person in the company is required to pass the test and the company gets to be certified. There is no guarantee that any particular account is managed or seen by the person with the certification – yet the company may say they are certified. In my case, all my clients receive the benefit of account management of a Google AdWords Certified professional – me! Certified professional are supposed to display the certification badge on their website with a link to Google that shows they are certified. This is a way of verifying the claim.

The exams are pretty hard and for the advanced search test, you must have a score of 80% or higher to pass. I’m proud to say I passed with a score of 95%! So I get to keep my designation for another year.