The new tests will mean that brands will be able to verify the authenticity of an agency’s certification immediately through a new “click to verify” button that Google partners will be able to display on their websites.
Agencies will also be able to opt-in to be included in a Google partner search on the search engine, as part of the changes.
Once they have passes the examinations, agencies can apply to use Google’s API for free, to support their own search marketing tools. Google will accept applications from agencies for this access until 26 May, and will make it available for free to successful agencies on 1 July.
Mark Howe, country director for agencies at Google UK, says: “Over the last two to three years, we have been building up our search and insights technology. As we expand our offerings we want to help our partners make the most of these tools so that they can have big, comprehensive search strategies without escalating costs. We are doing this in response to their requirements and to make digital marketing grow in size as much as possible.”
Agencies can seat the exams, which the IAB and IPA helped to formulate, immediately. Rowe says the tests will not restrict, but drive adoption of well though out search strategies”. They include re-marketing techniques such as Google’s Interest Based Advertising programme.
The rollout of the new terms begins today globally, following an earlier trial in the US.