At the BIA/Kelsey Directional Media Strategies 2010 Conference in Dallas, Texas, Todd Rowe, Google’s new Director of Global SMB Reseller Partnerships, announced about a new AdWords reseller program and a reorganization to support it along with a partner council. Rowe said for Google, the reseller channel is one of their most important initiatives. Google realizes that it could generate tens of billions of dollars more with effective reseller partnering.

When this program was initially proposed, it got a lot of attention from the company’s top executives. However they were unable to support both the resellers’ and advertisers requirements effectively. Thus, it was stopped abruptly in March.

This abrupt move was seen by Google’s partners as overly aggressive in competition and quite unfair. But there were consistent reports, that indicated that Google might relaunch the reseller program in the coming months and finally it has happened.
Some of the core features of the new AdWords Reseller Program:

  • One Global Channels Organization
  • Global SMB Reseller Partner Partner Council 
  • Investment in the Program
  • Executive Management
  • Product Roadmap

The relaunch of the AdWords reseller program is sure to benefit Google in a big way, and not to forget the channel partners, who too are expected to gain immensely out of it.


Navneet Kaushal is the Editor-in-Chief of PageTraffic Buzz. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet is also the CEO of SEO Services company PageTraffic which is one of the leading search marketing company in Asia.