The Google Advertising Professionals program was started in November, 2004, because Google saw a need for qualified, competent advertising consultants who could answer questions and garner business for the Google network in a clear and professional manner. It was recognized that consultants had no uniform way of explaining the AdWords program and as a result were realizing less revenue from their clients. Around the end of 2004, Google advertising was reaching a new level of recognition both on a brand and client level and AdWords campaigns were not realizing their full potential due to lack of knowledge amongst the consultants selling the advertising.

Google Advertising Professionals, handle a number of different tasks which require a full knowledge of the AdWords program from the basics through advanced subjects. Some areas covered includes:

1. In-depth review of the client's web site, working with the client business model, and tailoring an AdWords campaign to the industry.

2. Keyword analysis to determine client's core keyword choices.

3. Creative duties including production  of ad copy that will effectively promote the client's web site through the Google AdWords media.

4. Budgeting to determination the appropriate daily, monthly and quarterly budget, ad scheduling, network targeting, and match type(s).

5. Attaining the best minimum bid and determination of appropriate maximum costs-per-click & landing pages for specific keywords. 6. Campaign monitoring.

AdManagers and companies that act as go-betweens for larger businesses advertising on the Internet have replaced the self-service guess and go method used by individuals and small business. Clients turn to Google Advertising Professionals for many reasons:

1. Clients want to focus on their business not on trying to learn how to promote it in a foreign, virtual landscape. 

2. It is less costly to retain the services of a Google Advertising Professional than to hire an in-house employee to do the Google job on a consistent, day-to-day basis.

3. Clients who start out trying to handle the advertising themselves are often unhappy with their campaign results. As a result, they are willing to turn to a Google Advertising Professional to take over and get their campaigns to a maximum return on investment.

4. Most people and companies are more comfortable having an expert handling this vital portion of their marketing budget.

This became the basis for Google to create an advertising certification program as a way to train prospective AdManagers and online advertising companies who could charge a fee for services rendered and deliver exceptional service for a wide variety of clients. Passing the Google Advertising Professionals Exam is not an easy feat and requires a minimum of 75% to pass. The training is extensive, constantly updated to reflect changing policies and additions at Google and very comprehensive.

As a result, the individual who passes the exam is fully qualified to handle multiple AdWords clients and businesses. Google Advertising Professionals come in all forms from the self-employed individual consultants specializing in search engine optimization and marketing to full service firms who add AdWords professional training as an addendum to their advertising and marketing portfolio.