Last week, I got re-certified by Google Ads.
In past years, this has been a painless process. It was two multiple choice exams – with a time limit of two hours each, and an 80% pass mark.
I’d batter through each one in around 40 minutes – and score in the region of 92-94%.
But this year was different.
This year, the questions were tricky because…
They had nothing to do with how to succeed with Google Ads
Now, don’t get me wrong, the old questions were pretty useless, too.
That’s because the things that really matter when you’re advertising on Google – marketing strategy, data analysis, bid optimisation, ad writing, landing page writing – aren’t things you can test in a multiple choice exam.
So, instead of asking about these, they’d ask about the nuts-and-bolts of PPC.
Not any more.
Now Google is testing whether you’re drinking their kool-aid.
Questions like:
Bob is tasked with optimizing his company’s Google Search campaign. How can he use the optimization score?
The correct answer should be, “By ignoring it completely as it gives terrible advice that isn’t based on your business goals.”
But that isn’t one of the multiple-choice options. Instead, you have to pretend that this feature is useful.
And so it continues…
Mike’s company is launching a new television called UltraView1000. Mike decides to use broad match keyword “television” in his Search Ads campaign.”
How will broad match benefit the campaign?
Well, if Mike’s goal is to lose money, having television as a broad match keyword will certainly help with that…
The fact is, no competent PPC manager would encourage a client to start with such a broad keyword.
But maybe Google doesn’t want competent PPC managers. After all, competent PPC management reduces Google’s revenue.
How advertisers can use Google Ads Qualifications to hire a good PPC Manager
If you’re looking for a PPC manager, you can use these exams to your benefit.
Simply ask your prospect whether or not they’re Google Ads qualified.
If they say yes, ask them whether the exams have any value.
If they say, “Oh, god, no. They’re complete nonsense,” you should consider hiring that person.
All the best,
Steve Gibson
P.S. In case you’re wondering, I did pass. And, yes, they’re a complete nonsense.
