Google unveils AdWords changes

Google has scrapped the Google Advertising Professionals program and replaced it with the new Google 'Certification Program', claiming the changes offer better training and certification for partners enrolled with AdWords and will offer agencies better value.

On completion of the programme agencies will be able to get on a different pricing regime for the AdWords API, which will have the effect of lowering development costs for big agencies with larger client budgets.

For each $1 of AdWords spend managed, Google will give an agency 250 Adwords units.

Agencies who attain 'Certified Partner' status after passing certification exams will be able to let potential clients verify their authenticity with a 'click to verify button' displayed on their website.

Partners are also offered an opt-in listing in a new 'Partner Search' directory allowing smaller agencies greater visibility to smaller client companies who are looking to outsource their paid search marketing.

Penry Price, vice president of global agency development at Google, said in the Google blog: "We hope preferred AdWords API pricing will encourage agencies and developers to experiment with new strategies, expand the functionality of their tools, and build more comprehensive client campaigns without worrying about increased costs"

In the past Google has used Adwords to create a comparison advert site to deliver relevant ads to searchers and allow them the option to choose between companies.

Their popular AdWords platform allows companies to advertise at the top of Google searches and across any website that hosts AdSense adverts on their site.