Search engine marketing is an important — and highly effective — piece of the marketing mix for many companies, including plenty of Brunner clients. Paid search, also known as SEM, can be very complex and changes constantly. You need a solid plan for keywords, campaigns, and budget to make the most of every dollar — especially on the dominant platform, Google.
We’re excited to share that every member of Brunner’s SEM team has earned the new Google Ads Search Professional Certification to ensure we can deliver the best possible results for our clients in this category.
“We’ve found that Google’s certifications keep the team sharp on the ever-changing Google Platforms, which translates into helping our clients win,” said Brunner Partner Kevin Amos, who leads the agency’s marketing intelligence and media teams. “Layer in ‘who got the best scores’ keeps things competitive in nature and adds to our commitment of continuous learning and professional development for our team.”
Staying Current with Google’s Ever-Changing Platform
The Google Ads Search Professional Certification is designed for true industry experts who are dedicated to staying updated in a field that’s in constant flux. Google frequently updates its platform and best practices, making it vital for marketers to stay current.
Brunner is a continual Google Premier Partner, and we understand the platform inside and out. We also have our own best practices for SEM. While we might not always see eye-to-eye with the latest Google implementations and recommendations, we maintain a test-learn-optimize mentality to ensure our clients are using all the features to drive maximum results.
A Tough New Level of Google Certification
In the past, Google Ads certifications were often seen as a formality. But with the new Google Ads Search Professional Certification, the landscape has changed dramatically.
Luke Navickas, Brunner’s associate director of paid search, likened this process to taking the SATs under a watchful eye.
“The new certification process is rigorous, involving proctor supervision, strict test-taking conditions, and heightened security measures to prevent cheating,” he explained.
Here’s how the test works:
- Test-takers can work on only one screen.
- They must keep their camera active to provide a 360-degree view of their surroundings.
- They are not allowed any secondary devices or notepads.
- Even seemingly innocuous items like hats and gum are prohibited to ensure an exam’s integrity.
In addition to Navickas, the entire SEM team has earned the new certification:
- Mike Cancilla, SEM senior manager
- Mike Cummings, SEM senior specialist
- Francesca Ferrante, SEM specialist
- Ivy Ferko, SEM senior specialist
- Nick Lucchi, media specialist
- Ryan Lucas, SEM specialist
- Emily Melnek, media specialist
- Gabriel Monteleone, SEM senior manager
- Emily Nobers, integrated planning manager
- Adam Shaffer, integrated planning associate director
- Justin Shaffer, integrated media and operations associate director
- Max Villarreal, media senior lead
- Alex Weilersbacher, SEM lead
Brunner’s Commitment to Search Engine Marketing Excellence
The Google Ads Search Professional Certification is just one of several certifications Brunner requires for the SEM team. All paid search employees must complete six Google Ads exams, in addition to three from Bing Ads. Plus, we mandate annual recertification to ensure our team’s knowledge remains sharp.
Our paid search senior leadership team meets regularly to assign priorities for certifications. We also encourage our team members to pursue as many qualifications as possible within the paid search space and across various platform channels. This not only benefits our team members but, most importantly, our clients.
Interested in Learning More about Paid Search?
If you’re looking to get started or expand with search engine marketing, we’re more than happy to chat. Our SEM team is driven by a passion to deliver exceptional results for our clients, and we’re eager to help you achieve your digital marketing goals. Let’s talk!