I am happy to announce that as of January 2022, I am once again certified directly with Google on the Google Ads pay-per-click platform. This would be 15 years now since I first became certified with the Google Certified Partners program in 2007. It was upon the recommendation of my good friend Frank Montero that I became part of the program. He suggested that it would be a good way to show my proficiency with the software and features. It has proven to be some of the best advice I have ever taken action upon! Thank you, Frank!

Google has made many changes to the platform with a particular emphasis on machine learning that they have incorporated into Google Ads. Now with the Recommendations feature, the software creates a list of “suggestions” that if implemented will increase the optimization score of the account and therefore improve performance and ROI. Among the typical suggestions it provides are new keywords, improving ad text for search ads, use of extensions and of course increasing the daily budget. This last suggestion is the most consistent in the recommendations tab. And, indeed it has been the top suggestion over the many years I have been working with the platform. Rarely have I ever not seen a notice of prompt to increase ad spend.

Overall this new direction for Google Ads is a way for them to push aside the need for an account manager or certified partner. I do see a future where Google will sell the service as a “self-managing” platform. Though I believe the need for an experienced marketing professional will be key to providing service in the best interest of the advertiser. In much the same way that a fiduciary has the client’s best interest a heart. Think about it, am I to believe that Google will put the success of my ads and keywords above my competitors? Remember, the AI algorithm knows all the bid information, keywords, and goals of every single user on Google Ads.

In conclusion, having experienced eyes on your Google Ads account is more important than ever before.

Carlos Garcia

Google Certified Partner, Miami, FL