Why Not All Google Premier Partners Are Equal


The Four Product Specialization Areas


Last week, we announced that Empirical360 was named a Google Premier Partner. 

We shared our initial excitement regarding this achievement in a blog post. This is a big win for us! Google only bestows this honor on a few digital marketing agencies; the title can’t be bought, only earned. The few agencies that do achieve Premier Partner status usually boast 200+ people in size. It usually takes that many people to successfully manage more than $10,000 USD over 90 days, deliver significant revenue to clients, expand and maintain the customer base, and get recognized by Google for leading performance. 

But Empirical360 has 6 people. We’re a relatively small agency, which makes this even more of a noteworthy accomplishment! 

After receiving our badge yesterday, we did a little digging to find out more about what this meant and realized that Google actually recognizes us as Premier experts in all four product area specializations. Again, this is no small deal – most Premier agencies only have one.

We wanted to take another blog post to explain the product area specializations and help you understand how having four sets Empirical360 apart from the rest and lends further credibility to our expertise as PPC marketers! 

If you have a company specialization, it means that Google thinks that you are an expert.

Google gives out company specializations to Partners based on certifications, spend, and company performance. Specializations show that you have demonstrated leading performance and product expertise using a specific Google Ads product. 

Partners need to have one individual pass the certification assessments, but Premier Partners need to have two. Your agency needs to be implementing the Google Ads products for your clients correctly, using them increasingly, retaining clients you use them for, and producing revenue using the products. You also need to have spent over $10,000 USD in 90-day spend in the product specialization area. Certification, performance and spend – that’s how Google determines expertise, and that’s how Google awards company specializations. 

There are four product area specializations Partners can achieve: search, video, display, and shopping. 

Google describes what it takes to get the certifications that contribute toward your agency specializations as follows:

Search – “Demonstrate your mastery of building and optimizing Google Search campaigns. Certified users will exhibit the ability to leverage automated solutions like Smart Bidding and Audience Solutions to boost campaign performance for specific marketing objectives.”

Video – “Showcase your ability to get results from YouTube and Google Video advertising solutions. Certified users will demonstrate an understanding of how to tell effective stories on YouTube to reach potential customers along the entire purchase journey at scale.”

Display – “Validate your expertise using Google Display to deliver results that get the most from your display advertising investment. Certified users will demonstrate their ability to develop effective Display strategies and campaigns that achieve specific marketing goals.”

Shopping – “Validate your proficiency with using and optimizing Shopping ads. Certified users will also demonstrate knowledge of how to create and optimize Shopping campaigns that maximize reach and conversions.

Currently, Empirical360 has attained specializations in Search, Display, Shopping, and Video.  

When you work with an agency that has four Premier Partner specializations, you get expertise in all of those Google Ads areas. If you are only currently using one, Google has publicly declared that we are a leading agency who can help you grow into all four…growth is always the goal, and specialized growth is something that we are extremely proud to offer to our clients. 

Want to learn more about the $15,000,000 we’ve managed in ad spend, our recent Premier Partner status, our elite team, or our custom services? We would love to chat with you about how we can grow your business and help you make more revenue with Google Ads! 




Shea Antonucci - Author

Director of Content Marketing

Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!