Google Skillshop is worth your time and effort if you’re looking to further your digital marketing career.

The online platform provides robust learning materials to build your skills and a set of certifications to validate your knowledge.

In this guide, I’ll provide you a complete review of the Google Skillshop program, how it works, and how it can be beneficial to your career.

What is Google Skillshop?

Google Skillshop is a training and certification hub for professionals who use Google’s marketing tools and other programs.

There are courses that teach how to use different Google solutions such as Google Ads, Google Analytics, YouTube, and more.

You can also earn certifications that showcase your proficiency in a particular area of Google marketing.

Each certification has a set of related lessons that will prepare you for a final assessment. Once you pass the assessment, you are awarded the certificate.

Google Skillshop courses are self-paced so you can go as fast or slow as you want.

Is Google Skillshop Free?

Google Skillshop courses and certifications are all free. You simply need to create a Skillshop account and access the material.

The program used to have a cost for taking the exams. But since Google Academy for Ads has rebranded to Skillshop, the program is free for all users.

Courses and Certifications Offered by Google Skillshop

Google Skillshop offers courses in a variety of topic areas including Google Ads, Google for Education, Google Cloud, and more.

Here is a complete list of all classes offered by Google Skillshop.

• Google Ads Display Certification
• Google Search Ads Certification
• Google Shopping Ads Certification
• Google Ads Measurement Certification
• Google Ads Video Certification
• Google Ads Apps Certification

As a digital marketer, the courses within the Google Ads topic are the ones of greatest interest. This is also where you will find the different certifications for Google Ads.

Google Ads Display Certification

This certification validates your ability to create effective strategies and campaigns using the Google Display Network.

Certified marketers know how to increase brand awareness, create a plan to reach new customers with Google Display Audiences, and retain existing customers.

The course contains the following lessons:

• Grow Your Business with Google Ads
• Identify Campaign Types on Google Display Ads
• Reach Users on Google Display Ads
• Increase Efficiency with Automated Bidding
• Deliver the Right Message on Google Display Ads
• Increase Conversions with Performance Planner

Google Search Ads Certification

This certification verifies your ability to create effective Google search campaigns. Upon completing the certification you’ll understand everything from ad extensions to bidding strategies.

The following courses are used to prepare for the certification:

• Grow Your Business with Google Ads
• Explore the Value of Google Search
• Understand the Google Ads Auction
• Deliver the Right Message with Text Ads
• Make Ads Relevant with Search Ad Extensions
• Increase Efficiency with Automated Bidding
• Reach Valued Customers with Search Audiences
• Boost Performance with Optimization Score
• Increase Conversion with Performance Planner

Google Shopping Ads Certification

This certification validates your ability to create and optimize Google Shopping campaigns. Upon completing the assessment you’ll know how to:

• Use Showcase Shopping Ads to reach customers at the start of their journey
• Use Smart Shopping Campaigns
• Drive shoppers to your local store

The following courses are used to prepare for the exam:

• Grow Your Retail Business with Google
• Reach More Customers with Shopping Campaigns
• Drive Shoppers In-Store with Local Product Ads
• Promote Your Brand With Showcase Shopping Ads
• Grow Your Business with Google Ads
• Increase Efficiency with Automated Bidding
• Increase Conversions with Performance Planner

In total, there is close to two hours of course material.

Google Ads Measurement Certification

This certification showcases your ability to use different Google measurement solutions to evaluate and optimize your digital ad performance. Upon completion you’ll know how to:

• Set up tracking to measure sales, downloads, leads, and other conversions
• Choose the best attribution model for your business goals
• Translate your marketing objectives into measurable actions
• Take action on the insights gleaned through conversion data

The following courses will help your prepare for the exam:

• Turn Business Objectives into Marketing Goals
• Assign Value to What’s Being Measured
• Evaluate Results and Take Action
• Get Acquainted with Conversion Tracking
• Set up Conversion Tracking to Meet Your Goals
• Analyze and Optimize Conversion Data
• Get to know Google My Business
• Why They Love Google Marketing Platform

All this adds up to close to 3.5 hours of course material.

Google Ads Video Certification

This certification validates your ability to plan and manage successful campaigns using YouTube and other Google Video advertising solutions. Upon completing the certification you’ll know how to:

• Use YouTube audiences to improve ad relevancy
• Use video formats to increase brand awareness and drive actions
• Develop creative strategies for telling brand stories.

The following courses are used to prepare for the exam:

• Discover the Value of YouTube
• Connect with Your Audience on YouTube
• Know Video Ad Formats
• Explore Creative Essentials for YouTube
• Understand YouTube for Action

There is a total of over 2.5 hours of course material.

Google Ads Apps Certification

This certification shows you know how to use Google App campaigns to deliver business impact. Upon completion of the certification, you’ll know how to:

• Create App campaigns to achieve specific marketing goals
• Use advanced strategies to elevate performance
• Improve app quality and discoverability

The following courses will help you prepare for the final assessment:

• Understand the Apps Ecosystem
• Explore Google App Campaigns
• Define Your App Campaign Goal
• Measure What Matters in App Campaigns
• Begin with App Campaign Settings
• Finish with App Campaign Ad Groups and Assets
• The Role of the Marketer in App Campaigns
• Guide the Machine for a Better App Campaign
• Create and Refine Your App Campaign
• Understand Your App Campaign Results
• Optimize the App Experience
• Expand App Reach Across Markets

There is a total of 1.5 hours of course material.

Along with Google Ads certifications, there are also Google Marketing Platform and other certifications available through Skillshop. This includes:

• Search Ads 360 Certification
• Campaign Manager Certification
• Creative Certification
• Display and Video 360 Certification
• Google Analytics Individual Qualification
• YouTube Music Certification
• YouTube Music Rights Management Certification
• Mobile Experience Certification

Are Google Skillshop Certifications Recognized?

Google Skillshop certifications are recognized as official Google certifications.

When you pass a certification exam, a link to a digital copy of the certification is added to your account.

The digital certification contains a completion ID, issue date, and expiry date.

You can use the link to the digital certification on your resume or LinkedIn profile.

You also have the ability to share your profile link which will let you show a single page with all the different certifications you have earned.

How to Get a Google Skillshop Certification?

Getting started with Skillshop and earning your certifications is a straightforward process.

Let’s go through the steps you need to take:

Step 1: Register for Skillshop

The first step is to sign up for Skillshop. For this, you’ll need to use your Google account.

Go to Google Skillshop and click the Get Started button. You’ll be asked to sign in to your Google account if you’re not already logged in. You’ll then have to agree to the terms of service.

Once you do, you are taken to a page where you can create your profile. You are not able to change your name or email but you can add a company, company email, and recovery email.

You also have the option to connect your Google Ads and Youtube accounts to your Skillshop account.

After your profile is set up, you can find the different courses and certifications by clicking on the Browse icon in the navigation bar.

On the next page you’ll find the following topics:

• Google Ads
• Google for Education
• Google Marketing Platform
• Analytics Academy
• Google My Business
• YouTube
• Google Ad Manager
• Google Cloud
• Waze Fundamentals E-Learning
• Google AdMob
• Authorized Buyers
• Android Enterprise Academy

Go to the Google Ads topic and then go to Google Ads Certifications.

There you will see a list of the available certification programs for Google Ads. Each program will display the total time needed to complete the course, the skill level, and its review rating.

There is no sequential order to the Google Ads certifications so you are free to pursue the certifications in whatever order you wish.

When you click a certification, you are taken to that course’s main page.

You’ll see a brief overview of the course and what you should learn by the end.

Below this, there are three sections:

• Prepare for the certification – contains a link to a practice assessment
• Pass the assessment and earn a certification – contains a link to the certification exam
• Study – contains a list of the lessons containing material related to the certification subject

Step 2: Prepare for the exam

Each certification includes a list of lessons that you can use to prepare for the exam.

The lessons are easy to follow and are designed with the assessment in mind. They are composed primarily of text. There are some interactive elements like flask cards as well.

There are quick review questions throughout each lesson as well as a knowledge check at the end. Passing the knowledge check signifies that you have completed the lesson.

You can track which lessons you’ve completed on the certification’s main page.

When you have reviewed all the material and passed all the knowledge checks, a checkmark will appear next to that lesson on the main page for the certification.

After you have gone through all the lessons, you’ll want to review the material to prepare for the exam.

You can also take the Knowledge Check Assessment. This a practice test with around a dozen multiple-choice questions.

When you complete the practice assessment, you’ll receive a score along with a list of which questions you answered incorrectly.

This doesn’t include the correct answers to the questions so you’ll have to go back to the appropriate lessons to review the topics.

Step 3: Take the exam

The assessment for each certification is available online directly through the Skillshop platform.

The exams follow a traditional multiple-choice format. You have a 75-minute time limit to complete the exam.

The number of questions for each exam varies between 46 and 50 depending on the certification.

The time limit for the exam is more than generous given the total number of questions. Most people report the exam only requiring around half of the allotted time.

Once you answer a question, you are unable to go back and edit your answers.

Most exams require you to score 80% or better to pass. The only exception is the Google Ads Apps certification whose exam only requires you to score a 70% or higher.

You can take each exam as many times as you need however you must wait one day before retaking it after you’ve failed.

When you are ready, click the link to the assessment beneath the Pass the assessment and earn a certification heading.

The next page displays a disclaimer you’ll have to read before you can launch the exam.

Once you click the Launch button, the exam will open with the first question.

You can see which question number you are on and the time remaining in the top right corner of your browser.

If you close the exam without completing all the questions it is an automatic failure. You’ll then need to wait one day before you can take it again.

After you finish the exam you are taken to a page where you can see whether you passed or failed. You will also receive an email notifying you of the results.

If you passed the exam, your certification will be immediately available on your My Profile page with Skillshop.

All certifications are valid for a period of one year. You can renew the certification by passing the assessment again.

This ensures that certificate holders are always up to date with the latest changes to Google marketing best practices.

Google Skillshop Alternatives

Google Skillshop is not the only online training option available to marketers looking to boost their knowledge and skills.

Other online courses can help you learn about Google and other marketing platforms while earning a certification.

Here are some of the best alternatives to Google Skillshop.

Digital Marketing Courses

Digital marketing training courses allow you to quickly build the skills required for a successful digital marketing career.

They cover all major aspects of digital marketing including:

• Content marketing
• SEO and keyword research
• Email marketing
• Social media marketing
• Paid advertisements
• Analytics

With a structured education program, you are able to learn the most essential topics without having to spend time wondering what you should study next.

There is no shortage of free and paid digital marketing courses available. If you want to learn more, we’ve put together a guide to the best digital marketing courses.

Digital Marketing Certifications

Certain online marketing courses award participants a digital marketing certificate upon completing the course requirements.

Like the Skillshop certifications, digital marketing certifications can help boost your career. They validate your proficiency and help you stand out from competitors when looking for jobs or clients.

Digital marketing certificate programs are taught by experienced digital marketers and professional organizations. The more reputable the certification provider, the more valuable the certification.

Check out our guide to digital marketing certifications. It details the 10 best digital marketing certifications including what the course entails and how much it costs.

Google Digital Garage

Google Digital Garage is a learning platform full of online courses. The catalog contains a mix of courses created by Google and others created by third-party providers.

The Google courses are free and cover a wide range of digital marketing, technology, and business topics including:

• Fundamentals of digital marketing
• Get a business online
• Make sure customers find you online
• Promote a business with online advertising
• How to enhance and protect your online campaign
• Understand the basics of code

You can earn a certification upon completing the Fundamentals of Digital Marketing course.

The course consists of 26 modules each containing a mix of videos, practical exercises, and real-world examples.

There are about 40 hours of material which you can study at your own pace.

After you complete all the modules, you’ll need to pass a 40 question exam to receive the certificate.

The certificate can be useful to beginners as it shows you understand the core digital marketing concepts.

Google Analytics Certifications

Google Analytics certifications show that you know how to use Google Analytics to analyze and act on data to improve your business’ performance.

With mastery of the platform you’ll understand:

• Data collection
• Conversion and attribution
• Reports
• Metrics
• Dimensions
• How to configure properties and views

The Google Analytics Individual Qualification is available within Skillshop in the Analytics Academy.

There are two courses, each about an hour’s worth of material you’ll want to review to prepare for the exam.

The assessment is 70 questions. There is a 90-minute time limit and you need an 80% to pass.

Google Ads Courses

Google Ads is a robust advertising platform and there are separate courses that provide more detail into the subjects covered in the Skillshop courses.

Good Google Ads courses will typically cover:

• How to set up and manage your accounting
• How to target the right keywords
• Bidding strategies
• Budget optimization
• How to create effective ad creatives
• Real-world examples of Google Ads campaigns

Here are some places you can find high-quality Google Ads courses:

• Udemy
• Alison
• Chartered Institute of Marketing

Facebook Blueprint Certifications

Facebook Blueprint is a professional training and certification program run by Facebook.

The courses cover the ins and outs of how to use the Facebook advertising platform.

The certifications are some of the most worthwhile digital marketing certifications you can pursue.

Here are the available Facebook Blueprint Certifications:

• Digital Marketing Associate
• Marketing Science Professional
• Creative Strategy Professional
• Media Planning Professional
• Media Buying Professional
• Marketing Developer
• Advanced Marketing Developer
• Advertising API Developer

Facebook Blueprint Courses are all free. The exams on the other hand require a fee. This fee varies depending on the level of the exam. Professional exams cost $150 and associate exams cost $99.

The exam process is a bit more thorough than other digital marketing certifications. You’ll need to schedule a proctored online test or visit the closing testing center.

During the exam, you won’t be able to have any open materials like notes in your testing spaces.

The test is scored from 300 to 1,000. A score of 700 or higher is required to pass.

After you complete certification, you will receive a digital badge that you can showcase on platforms like Linkedin.

Google Professional Certificates

Google offers professional training and certifications for in-demand career fields.

There is no experience needed to enroll and you can learn the material at your own pace.

Professional certificates are available in the following categories:

• IT Support
• Data Analytics
• Project management
• UX Design
• Android Development

The courses for each certification are run through Coursera. They contain a mix of readings, videos, assessments, and hands-on activities.

To sign up for a certification program, you’ll need to enroll on the appropriate Coursera page.

All certifications offer a full seven-day free trial. After that, there is a $39 monthly fee for you to have access to the courses.

Each certificate takes around six months to complete if you spend 10 hours a week learning. Because you are paying a recurring fee to access the courses, the quicker you complete the certification, the less it will cost.

Once you are done with the course you will receive an online certificate with a shareable link.

The Google professional certificates can prove a valuable investment. Google reports that 82% of Career Certificate graduates have a positive career event like a new job or promotion within six months.

Conclusion

Google Skillshop is a worthwhile platform for digital marketers seeking to bolster their careers.

The courses are easy to follow and provide in-depth analysis on how to use different Google solutions.

You can earn certifications in different areas of Google marketing that allow you to validate your skills to employers or clients.

Plus, Skillshop is completely free. You can study the courses whenever you like and there is no fee to take the certification exam.

All you need to do is sign up with your Google account and start reviewing the courses.

Whether you choose to get Skillshop certified or not, there are plenty of viable online training tools for digital marketers to grow their knowledge.

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