Broadplace Advertising was invited to the official launch of the new Google Partners program on Tuesday 19th November in trendy East London.
As previously mentioned in this blog, Google Partners has replaced the old Engage program and the AdWords Certification now comes under the Partners umbrella, so the Broadplace MD, Ajay Syal, and myself headed to MC Motors in Dalston on Tuesday evening with much anticipation.
We were treated to a speech from Mark Howe, the MD of Agencies for Northern Europe, who spoke about how the UK has the biggest digital advertising spend in the whole of Europe and how the new program is designed to support trusted online marketing agencies that work with small to medium-sized businesses and help them achieve growth.
Google Product Manager Tim Frank was up next – he announced that 65% of the old Google Certified Partners had been culled for failing to meet the new higher requirements for Google Partners. The key takeaway from Tim was that “the bar had been raised”, making the scheme more meaningful and re-enforcing the quality Google is looking for in its partners.
There was then a panel session featuring agencies of different sizes ranging from 2 employees to 150+, who shared their experiences of growing their agencies and the challenges each of them faced.
Fintan Gillespie, Google’s Industry Head, Performance, then gave us Google’s ‘Big Bets for 2014’. They included Remarketing Lists for Search Ads (RLSA) which allow advertisers to customise their search ads for users who have previously visited their site; new tools within AdWords which estimate conversions that resulted from PPC ads, even if the purchase path spanned numerous screens and finally Opportunities for SME’s even in non-UK markets.
Once the serious stuff was over, the food and drink followed with gin tasting and plenty of antipasti and canapés. Delicious!
Written by Jim Houlden