Is Google AdWords Certification Worth It?

Posted by Jordonm on Dec 6, 2012 in PPC, Search Marketing Blog | 20 comments

The Google AdWords Certification Program, is it worth the time and money?

Another year, another $50 per test, another loud sigh. The Google AdWords certification test is a mixed bag of emotions for me. I love that they have it for people skilled in the craft of AdWords, so we can prove that we know the features and tactics behind PPC. But at the same time I get upset that I have to take it every year to recertify myself. I have been using AdWords for almost 7 years now, and I think that earns me a lifetime membership to the AdWords Cert Club! (or at least 2 or 3 years before renewing)

AdWords Professional During the Holidays

Let’s be realistic about this math I’m about to do. No one is IN AdWords 40 hours a week. Meetings, Excel, Emails, Slide Decks, Lunch, 2nd Lunch, 2 week vacation…it all takes away from actually being in the program. But, for fun, let’s do some easy math.

50 Weeks x 20 hours x 7 years = 7,000 hours inside of AdWords

7 hours x 364 nights x 28 years = 71,344 hours sleeping

Now, it is said to take 10,000 hours of practice to become an expert at something. I’m almost there. And sure, I probably AM better at sleeping than I am taking a test about every feature in AdWords. I’ve put in the pillow time to be an expert at that.

SO – Is the test worth it? Should a PPC professional take the test?
Yes, and yes. If you are in an agency, then YES TAKE IT. If you are in house, it’s less important, but it’s something to keep in your pocket and help professional development.

Is there any monetary value to earning the AdWords Certification?
Not directly, but there are many possibilities that it will make you money. When I was at an agency, we actually got a lead and eventually a client because 2 of us on the team had the cert. The client did a Google AdWords Partner Search and found us. It’s also a nice thing to have on your resume. I know it has helped me get in the door at a few places over the years.

Can anyone pass the test just by studying?
No. Unless you are a natural test taker, you need to have some experience behind the wheel of an AdWords account. For the basic Fundamentals exam, I think a few months of experience is probably enough. Both in AdWords, AdWords Desktop and Google Analytics. For the Advanced Search exam, you should also have experience with the AdWords API, MCC interface, Billing, and reporting.

This is $600 worth of tests!! That may seem like a lot, but I also spend a lot on coffee and car washes. In the grand scheme of things, these tests are worth it. I really appreciate that Bing gave away vouchers to take their test. I think AdWords can follow their lead and take the fee off of their test. My Bing certified page .