In addition to guest posting on the UpCity blog, Raincross is featured as a Top Digital Marketing Agency in Riverside. Check out their profile here.

Many marketing agencies offer pay-per-click (PPC) advertising as one of their many services to help drive potential customers to your website. Without a doubt, Google AdWords is one of the best ways to increase your company’s online visibility. However, using the platform correctly is not quite as straightforward or simple as many may think. Unfortunately, many agencies who offer Google AdWords and other PPC campaigns do not know what they are doing. Furthermore, choosing an agency that is not certified by Google to properly manage AdWords accounts could result in you paying more for clicks.

Managing an effective PPC advertising campaign through Google AdWords is a specialized industry that requires time and knowledge of the program to make the most out of it. A well planned and executed campaign involves developing keyword strategies, creating a realistic advertising budget, and analyzing the results you receive to ensure that your ROI (Return on Investment) meets your expectations.

Since most business owners do not have the experience or the time to properly execute a paid online marketing campaign, it is common practice to outsource the labor of setting up and managing a Google AdWords campaign. As with any aspect of the business, you cannot trust just anyone to manage your PPC campaigns. Be sure that this important marketing tool is handled by a Google Partner Certified Agency.

What is a Google Partner Certified Agency?

When an agency becomes a Google Partner, they get Google’s official seal of approval and are constantly being evaluated to the highest standards. To reach the elite Google Partner Certified Agency status requires that the company employs multiple agents who are certified in Google AdWords, must continuously meet Google’s standards through sustained growth of client base, and must participate in ongoing training programs.

When considering a digital agency, be sure to research their qualifications and experience to ensure they are forthcoming about their Google AdWords qualifications, methods of optimizing your campaigns, and backend reporting experience.

Google Adwords

Advantages to Working with a Google Partner Agency

A Google Partner has proven knowledge of Google AdWords and is dedicated to paid search marketing as well as PPC advertising for a number of clients. They manage Paid Search Ads, Retargeting Ads, Facebook Ads, YouTube Ads, and many more options through Search Engine Marketing (SEM), and organic traffic through Search Engine Optimization.

Google Partner Agencies Work Directly with Google

When it comes to staying abreast of new features and products, which are always changing and updating, having a direct line of communication with Google is crucial.

As a Google Partner, we are able to speak directly with Google regarding the account optimization, relevant insights, as well as comprehensive training on new features. Google Representatives often contact these partner agencies to schedule meetings concerning their clients’ accounts to help them stay optimized.

Google Partners Are Evaluated Constantly

When an agency becomes a Google Partner, they are essentially getting Google’s official seal of approval. Google has a stringent set of parameters when it comes to their standards of advertising best practices and their partners are constantly being evaluated to the highest standards.

Google Partner

Google’s rigorous level of scrutiny gives you the peace of mind of knowing that your account is being managed by a trusted agency. Simply put, if a certified agency fails to meet Google’s Standards of Best Practices, the certification is rescinded immediately.

Google Partners Know the Platform

Google requires that all Partners have an in-house AdWords Certified Professional who is experienced and knowledgeable in all areas of the platform. Google Partners have been extensively trained and monitored in basic features such as click-through-rate optimization, increasing quality scores, and user experience. They are also proficient in advanced areas such as dynamic keyword insertion, identifying negative keywords, and setting up automated rules to help achieve maximum potential.

Basically, a certified agency knows the platform completely and can apply strategically optimized AdWords to maximize your results at a more budget-friendly rate.

You Have Access to Innovative Beta Features

As a Google Partner, one of the major benefits is the ability to opt into beta testing of new features and tools. Beta features are routinely tested for a period of several months to a year before being effectively released to all AdWords users. Participation in beta features gives the clients of a Google Partner Agency a serious advantage in the future of online marketing.

Kevin Watts
Kevin Watts
Founder at

Kevin Watts is the founder of Raincross, based in Riverside, CA. Raincross is a premier web design, development, and digital marketing agency serving clients across the world. Kevin got his start in online marketing and website design by working for some of the most prominent names in online retail. He's most recognized for helping to start e-commerce retailer in 1998, and spent 12 years running the company's e-commerce and online marketing operations. He has been recognized and has received several online retail, marketing and merchandising awards throughout his career. Kevin grew up in Riverside, CA and graduated from the University of Wyoming. In his spare time, Kevin is an avid fly-fisherman, college football fan, and enjoys spending time with his son Matthew, daughter Kate, and wife Lindsey.