Google Plays More Involved Matchmaker Between Advertisers And Agencies

Google has implemented changes to Google Partner Search — the index where advertisers can find certified agencies to manage their AdWords campaigns — to make it easier for the two parties to get in contact.

The company has now added the ability for advertisers to fill out a form on the agencies’ profile page on Google, which is then forwarded to the agency as a lead. Previously, advertisers had to go to the agencies’ web sites themselves and search for contact information.

Agencies will have a lead management interface, where they can keep track of incoming communications and act upon them. They will also be able to track lead sources and conversion rates.

“We’re making this change in response to both advertiser and certified partner feedback that they’d like to see improvements to the lead management process, as well as the request process for inquiring clients,” Google wrote in a blog post.

If you’re an agency, Google recommends you ensure your profile is up to date, with contact information and appropriate minimum and maximum budget levels you will manage. It’s recommended that agencies that operate in multiple countries maintain separate profile pages for each of these markets, so prospective clients can easily find the agency. To take this route, agencies need to have at least one certified person in each country.