What are the three most essential certifications that your paid media agency partner should have?

When was the last time you uploaded your recent certifications (been upskilling? You got it, you flaunt it! 😉 ) on your resume?! If you can’t remember, well, take this as a reminder to do that as soon as possible!

The point is whenever you look for the right-fit candidate for a job description or a paid media agency for their business’s outsourcing requirements, you’d first check their credentials!

Accreditations or certifications from reputed certifying partners are like a green signal to make that decision and seal the deal with a paid media agency partner. This puts your mind at rest regarding concerns about their expertise and proficiency in their respective domain.

We at Mavlers completely understand your need to be extremely sure about the accreditations in place before entering into a deal with any paid media agency partner. Having catered to the paid media marketing needs of 7000+ global clients over the past twelve years, we know exactly where the shoe pinches for clients like yourself.

Therefore, we have done the research for you to find the top 3 certifications your paid media partner should have so that you can consider partnering with them and get the best output. 

• Google Ads Certification
• Facebook Blueprint Certification
• Microsoft Advertising Certified Professional

Toward the end of the article, you will learn about the different aspects covered in each of the three certifications and their benefits, which will help you make the right decision for your firm. 

Let’s hit the ground running, amigos!

Source

Google Ads Certification

One of the most prominent and widely used advertising platforms, Google Ads offers various ad formats and targeting options to reach potential customers across search, display, video, shopping, and app campaigns. 

A Google Ads certification validates proficiency in using the platform effectively to create, manage, optimize, and measure advertising campaigns.

The Google Ads certification program includes assessments covering fundamental and advanced concepts across different advertising formats. To become certified, individuals must pass exams on topics such as search advertising, display advertising, video advertising, shopping advertising, and measurement.

Holding a Google Ads certification indicates that the agency’s team members have the knowledge and skills required to maximize the performance of advertising campaigns on Google’s platforms.

The following aspects are covered in this certification:

1. Search advertising:

This aspect focuses on creating text ads that appear on Google’s search engine results pages (SERPs) when users search for relevant keywords. Topics covered include keyword research, ad creation, bidding strategies, ad extensions, and campaign optimization techniques.

2. Display advertising:

Display advertising involves creating visual ads that appear on websites within Google’s Display Network. The certification covers topics such as ad formats, targeting options, remarketing strategies, ad creative best practices, and performance measurement.

3. Video advertising:

Video advertising allows advertisers to reach audiences on YouTube and across the web through video ads. The certification exam includes topics such as YouTube ad formats, video ad targeting, bidding strategies, ad sequencing, and performance tracking.

4. Shopping advertising: 

Shopping advertising lets retailers promote their products directly within Google’s search results. The certification covers topics such as Merchant Center setup, product feed optimization, campaign creation, bidding strategies, and performance analysis for Google Shopping campaigns.

5. Measurement:

Measurement is a crucial aspect of Google Ads certification. It focuses on tracking and analyzing campaign performance to optimize results. Topics include conversion tracking setup, attribution models, data analysis, reporting tools, and performance insights.

When you partner with a paid media agency that is Google Ads certified, you/ your agency stand to reap the following benefits:

• The promise of expertise and credibility
• Advanced knowledge base
• Access to advanced features
• Effective campaign management
• Enhanced client confidence and trust

Facebook Blueprint Certification

It is a credential offered by Facebook to individuals who demonstrate remarkable proficiency in social media advertising across Facebook, Instagram, Messenger, and Audience Network. 

So, if you are an e-commerce firm looking to partner with a paid media agency that specializes in advertising across the above-mentioned channels, this is one certification that you shouldn’t miss out on!

For paid media agencies, Facebook Blueprint Certification demonstrates a commitment to delivering high-quality services and results-driven campaigns for clients. The following topics are covered in this certification;

1. Ad creation:

This aspect covers the process of creating engaging and effective ads for Facebook, Instagram, Messenger, and Audience Network. Topics tested are ad formats, creative best practices, messaging strategies, and ad design principles.

2. Targeting:

Targeting is a critical aspect of social media advertising, allowing advertisers to reach specific audiences based on demographics, interests, behaviors, and other criteria. The certification covers targeting options, audience segmentation strategies, custom audience creation, and lookalike audience targeting.

3. Optimization:

Optimization involves maximizing the performance of advertising campaigns by adjusting targeting, bidding, creative elements, and other variables. Topics include campaign optimization techniques, bidding strategies, budget allocation, and ad scheduling.

4. Performance measurement:

Measurement is essential for evaluating the effectiveness of advertising campaigns and optimizing future strategies. The certification covers topics such as conversion tracking setup, ad performance analysis, attribution modeling, and campaign reporting.

When your paid media agency is Facebook Blueprint certified, you/ your agency stand to gain the following advantages:

• Enhanced credibility, trustworthiness, and confidence in the agency
• Access to exclusive resources, updates, and support from Facebook
• Documented expertise in social media advertising and the ability to drive results for clients on Facebook and its affiliated platforms

Microsoft Advertising Certified Professional

Formerly known as Bing Ads Accredited Professional, the Microsoft Advertising Certified Professional certification is offered by Microsoft to individuals who demonstrate proficiency in creating, managing, and optimizing advertising campaigns on the Microsoft Advertising platform. 

It is designed to validate expertise in leveraging Microsoft Advertising tools and features to drive results for advertisers. The certification is highly regarded in the digital marketing industry and is an essential qualification for professionals working with paid media campaigns on Microsoft’s search and partner networks.

For paid media agencies, it demonstrates proficiency in advertising on Microsoft’s search and partner networks. 

This certification tests various skills and knowledge areas related to campaign creation, management, and optimization on the Microsoft Advertising platform. Some of the key topics covered in the certification include:

1. Campaign creation:

This aspect focuses on creating effective advertising campaigns tailored to advertisers’ objectives and target audiences. Topics evaluated are campaign setup, ad group creation, keyword research, ad copywriting, and ad extensions.

2. Campaign Management

Campaign management involves ongoing monitoring, optimization, and performance analysis to ensure campaigns achieve desired outcomes. The following parameters are tested: bid management, budget allocation, ad scheduling, audience targeting, and negative keyword management.

3. Campaign optimization:

Optimization is crucial for improving campaign performance and maximizing ROI. Topics include ad performance analysis, A/B testing, ad rotation strategies, landing page optimization, and conversion tracking setup.

4. Performance Measurement

 Measurement is essential for evaluating campaign effectiveness and making data-driven decisions. Topics include conversion tracking, attribution modeling, performance reporting, and analysis of key performance indicators (KPIs).

When you partner with an agency that has this accreditation, both you and them stand to gain the following benefits:

• Demonstrated expertise and credibility
• Access to exclusive resources from Microsoft
• Expanded reach and visibility 
• Effective campaign management
• Deeper client confidence and trust

So, what’s next?

Now that you know what certifications to look out for in a prospective paid media agency partner, you might want to know How To Evaluate The Performance Of Your Paid Media Agency Partner.