Google AdWords Authorized Reseller Requirements

Two interesting pieces of information from the AdWords and local markets post on the Google corporate blog:

1. Google held a Local Markets Symposium invite-only event
2. Google is recruiting for its AdWords Authorized Reseller Program

Doesn't appear that many attendees of the symposium blogged about it. Local Onliner has a good overview. I wonder if this new strategy by Google is an indication that the AdWords Starter Edition is not working out as anticipated. I argued in 2006 that Starter Edition was a bad idea. The concept is good but not the implementation.

As a Qualified Google Advertising Professional, I thought I'd look into signing my firm up for the AdWords Reseller Program. From Google's description, it sounds like a useful program:

Recent demand for locally-targeted and industry-specific online search has driven high growth in search marketing. Today, traditional media companies are offering search marketing products to meet advertiser demand. As an authorized Google AdWords Reseller, you will be partnering with Google to provide the leading search marketing product to your customers.

Unfortunately, my company is way too small to meet their requirements (emphasis mine):

• Employ a direct sales force that sells to local businesses.
• Have existing relationships with at least five hundred customers.
• Demonstrate experience servicing and supporting local businesses.
• Share Google’s desire to provide a high quality user and advertiser experience.

Five hundred customers??!! Who are they looking to partner with? Newspapers? Phone directories? Large advertising agencies? I doubt many search engine marketing firms have that large of a customer base. Are they trying to circumnavigate the search engine marketing industry? Note that passing the Google Advertising Professionals exam is an option but not a requirement for the reseller program:

The Learning Center is also a great way to prepare for the Google Advertising Professionals exam, which is one component of the Google Advertising Professionals program.

Becoming qualified within the Google Advertising Professionals program will greatly benefit participants in the Google Reseller Program. Designed for professionals who want to manage multiple AdWords client accounts, this program can help you become a more successful ad manager and prepare you to effectively service your customers using AdWords.

Hmm, as Google recruits companies for its AdWords reseller program and, at the same time, looks to work directly with AdWords advertisers (by offering complimentary optimizations), will they drop support for the Qualified Google Advertising Professionals program?

Apogee Tags: google adwords, authorized reseller, local markets, advertising