Google Premier Partners have to meet a number of requirements in order to attain Premier status & earn the rights to display their premier badge to the public. One of these requirements is an annually recurring one. Employees of a Google Premier Partner need to complete annual certifications to ensure that their knowledge of Google based ads is up to date & more than efficient to benefit their clients.
Google Premier Partners need to maintain a certain standard of performance with regards to the ad campaigns they implement & manage. The campaign performance needs to be as close to perfect as can be in order for the company to attain & maintain their Google Premier Partner certification. The campaigns need to be attaining high conversion rates & need to be benefiting the clients in terms of customer base growth and increased profits where applicable.