Is someone a good driver just because they say so? Probably not. They wouldn’t prove it by flashing their license, would they? That’s because having a license doesn’t equal driving skill. You know this if you’ve seen the after-school rush at a high school, navigated New York City’s I-95, or attempted a merge in Pennsylvania.
It’s the same with Search Engine Marketing. An AdWords Certification doesn’t automatically make someone a PPC or agency expert. It just means they likely know their way around AdWords.
Trying to get AdWords Certified? We’ve got all you need to know in our free guide, PPC 101: A Beginner’s Guide to PPC
Here’s why the Google AdWords exam isn’t the be-all and end-all. Consider these points when evaluating potential account managers or pursuing certification.
Basic Knowledge Doesn’t Equal Expertise
Think of motorcycle safety checks. The acronym T-CLOCS (Tires, Controls, Lights, Oil, Chassis, Stands) helps riders ensure their bike is in working order. But it doesn’t teach them how to ride.
The Google AdWords exam is similar. It’s not designed to create experts, though it’s often presented that way. It’s a surface-level system overview. You learn the components of an account but not the nuances of strategy. It’s like explaining what parts make up a motorcycle without teaching how to handle it.
Take this Ad Rotation question as an example… [Note: We were asked to remove paraphrases of questions and obscure screenshots from the AdWords exam.]
Overly General Content
Imagine someone boasting about their Google Certification, claiming it makes them the ultimate AdWords expert. Then remember this question, one out of 180:
Sure, it’s a correct marketing fundamental. But it’s basic knowledge, not advanced PPC strategy. The Advanced Search section (compared to the Display Test) does touch upon strategy, but it mainly focuses on budget increases and relevance. It defines more than it educates.
Self-Promotion Over Substance
Confidence is great, especially when backed by results. But being tested on why AdWords is beneficial feels excessive. Anyone taking this exam should already understand its value.
Real-World Challenges Missing
I once ran out of gas on my first motorcycle ride because my bike lacked a fuel gauge. It was a fixable mistake, but it cost time and money.
PPC has its learning curves, some quite expensive. I’ve seen recurring mistakes across hundreds of client accounts, often stemming from misapplied keyword match types or poorly configured campaigns. Clients knew the definitions but not the practical applications.
For instance, the question below presents Automatic Bidding as a hands-off solution. However, it fails to mention the loss of control over bid adjustments for position, impression share, or target CPA. These nuances are overlooked, potentially leading to undesirable outcomes.
Cheating is Easy
Remember “take-home” tests in school? That sigh of relief? Open book, online resources—guaranteed success. But did that knowledge stick? Probably not.
The Google AdWords exam is essentially a take-home test. You can now search Google Support pages for answers during the exam (within the time limit). Easily achievable, but meaningless if anyone can be an “expert”.
The Display Test only requires 70% to pass. Would you trust someone with a “passing” understanding of marketing to run your campaigns? Probably as much as you’d lend your car to [Dean Winters](http://en.wikipedia.org/wiki/Mayhem_(advertising_character).
So, am I wrong? Is AdWords certification your main criteria for PPC advice? Any horror stories of certified-yet-incompetent managers? Share in the comments!
Related: 6 Ways to Learn AdWords Without Getting Certified