Google AdWords and Meta Blueprint Certifications
- Jade Javier
- Apr 29
- 3 min read
I’ve always held my team and myself to the highest standard regarding platform certifications in the paid search and social space. Most PPC buyers consider the qualifications unnecessary and rely on YouTube and peer-to-peer training when learning the platforms. Unfortunately, formal certification or specialized training takes a lower priority.
Why wouldn’t all PPC buyers want to be certified? It could be laziness and the work that goes into studying and taking the test. Unfortunately, most PPC buyers refuse to put effort into certifications. The irony is the Google Ads certification is an easy test. It’s so easy most buyers deem it unnecessary.
Insight #1: Certifications highlight expertise in that platform’s skillset. Meta Blueprint is the more difficult test. Google is a more straightforward, accessible & simple exam. Yet most buyers refuse to take it. Does that mean it’s obsolete and you don’t need to? It’s the opposite: it’s so easy that all buyers should take it. Not only do I take it, but I take it every year when my license or certifications expire.
I’ve taken a much harder stance with the Meta Blueprint certification, which is a difficult test, and costs $150 per attempt. However, if you polled all the buyers online, I’d be shocked if less than 5% are certified with non-expired credentials. I agree most have the certification, but it's usually expired. Therefore it behooves agency owners & PPC leaders to ensure buyers are certified & current. The fact that most agencies don’t mandate certifications is an error to competitive agencies who do.
Google’s Premiere Partnership program has mandated agencies have a select number of buyers “…certified in Search, Display, Video, Shopping, or Apps. Your company will need at least one certification in each product area with a campaign spend of USD $500 or more in 90 days.” The lesser Google agency partnership requires 50% of all buyers to be certified.
Insight #2: High level of difficulty. This is mainly speaking to the Meta Blueprint certification. Yes, it’s hard, but that makes it exceptional to reach. I’ve taken it five times and failed once. It’s a pain to get certified every two years. However, it’s in our industry’s interest for buyers to reach that core competence of certification as Meta changes every year. Would you ever work with a surgeon who was not certified, ever get dental work from a dentist who wasn’t certified? The fact clients trust us with millions of dollars in ad spend shows we’re invested in improving our skill set. Shockingly, small businesses don’t even know certifications exist, while their coveted ad spend is left to someone who isn’t invested enough to take an easy Google Ads exam.
Insight #3: Blueprint Digital Associate vs. Blueprint Planning vs. Blueprint Buying vs. Google Shopping vs. Google Search vs. Google Video (YouTube) vs. Google Analytics. The list goes on which credential path to take. This is also why most buyers hesitate to be credentialed. They don’t know where to start. I had the same issue when I started as well. The best approach is to aim for the credentials you work with daily.
As a buyer, aim for Blueprint Meta Buying and Google Search. These are the pillars to build from. Blueprint Planning is the more challenging test but should be taken after passing Blueprint Buying. TikTok, X, and Snapchat also have a credential process. I recommend taking TikTok 101 series, as the platform is in demand.
Insight #4: Do certifications earn new business? The answer is negotiable. First, certifications are more applicable to new business platforms than referrals. These include Upwork and Fiverr.
If it’s a referral lead from a friend, that person has confirmed you’re a skilled operator. However, on Upwork or Fiverr, contractors are on the same level; the prospect is unfamiliar with your skill set. Both contractors will have case studies and reviews, but credentials may be the last item on the checklist that throws the business in your favor.
Finally, while the referral business is excellent, earning new business from various platforms plus referrals is best. Therefore, having all your eggs in multiple baskets– referrals and platforms such as Upwork make sense. As mentioned, the Google Ads test is a breeze, and Meta’s Blueprint test is difficult, but these certifications show you’ve invested the time to show off your buying chops.
Continue the conversion clicking here to view the above YouTube video on Why You Should be META Blueprint Certified. We also have a corresponding podcast on all things PPC, including META Blueprint- please click here to view or stream below by clicking the play button:
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