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29 May 2019

Hey Google, What are your motives?

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Anyone familiar with the Google Partner Programs knows the number of rewarding opportunities and benefits that are available. But have you ever stopped to question why Google are so happy to help?

I have worked as an SEO specialist at Orange Digitalfor approximately three years now. Between playing games of foosball and eating delicious breakfasts I have become pretty familiar with the agency’s partnership with Google. If you aren’t familiar with what this partnership involves check out our blog on what it means to be a Google Premier Partner.

However, it wasn’t until a couple of weeks ago when I started to question and analyze what Google’s motives might be when it comes to their partnership programs. After all, Orange doesn’t pay any membership fees to be involved.

So why? Why does Google run a free program that seems to be incredibly beneficial to us? What does Google get out of this? What are their motives? Google is a huge company, so why do they care about a medium-sized Brisbane agency?

First off, for those who may not be aware, Google has a number of different partner programs:

Access to these partner programs is completely free. Any company can apply, and if successful, receive free forms of education, rewards, support, and growth assistance. Now, when you break these groups up you can see that Google puts a lot of man-hours into creating these partnerships — which come at no cost to us. The Google Ads Partnership with Orange Digital has had an enormous benefit to ourselves and more importantly, our clients.

The educational benefits include access to live-streamed learning sessions, extensive courses, certifications, and insight into new and evolving case studies. These rewards include Google running challenges, access to first-hand insights and exciting awards for agency performance. Google provides continuous support online and over the phone. Support access increases with status, so as Orange Digital are Premier Partners, we have direct access to our own Google representative for any emergency situations. Finally, growth assistance in a Google Partnership includes Business Strategy Consulting and event support.

Myself, marketer Shae and Marcio from Askable taking part in the #GrowWithGoogle event.

All those benefits in one free program. That’s a lot of continuous hours, passion, and time, which one huge corporation is putting into Orange Digital — not to mention however many other similar agencies in Australia and across the world take part as well.

The core purpose of this program is to improve ad results and return when using Google Ads. The more assistance Google provides Orange Digital when in difficult or challenging situations, the better the results are for clients. In our experience, clients are therefore more likely to increase their ad spend and reuse the google service based on receiving positive results in the past.

Additionally, this program has fostered a valuable relationship between agencies (like Orange Digital) and Google. These crucial relationships don’t end there, through the program agencies can help their customers receive even better results using Google services. Consequently, these positive interactions with Google promote brand loyalty, keeping users committed to the company and happy with their services. Brand loyalty is better described as

“A strategic objective for the companies because of its positive effect on long-term profitability. The importance of user loyalty is increasing as acquiring customer alone is not an effective way for long-term success.”

Positive user-brand relationships aren’t just beneficial for word-of-mouth marketing. Evidence shows that creating valuable client and consumer relationships can increase company profits by 35%-85% by improving 5% of its customer retention rate. The success of the Google Partner program is likely to see more agencies join, with the hope to enhance ad results for clients, thus increasing Google’s profits.

Google’s ability to tap into their client base in a positive and influential way enables the company to reinforce and increase brand awareness among consumers. The Google Partners Program only further encourages positive outcomes for all parties and ultimately places Google as one of the most successful brands who can create long-lasting relationships with customers.

Let us know if you want to chat about how we can use our knowledge of Google, and how using Orange Digital’s services can best use our connections to help you achieve the best ad results. We love talking all things google while munching on a delicious breakfast and barista made coffee.

In the meantime, we would love to connect with you on social media, through acebook, Instagram and LinkedIn.

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