If you ask around about search engine certifications you might hear a know-it-all remark: “I passed the AdWords tests and didn’t even try.” Such a comment is not meant to provide you with useful information, but is purely a social positioning statement. Someone is trying to put you down. The real message is “It’s easier for me because I’m smarter than you.” The speaker has identified himself as being more concerned with being better than you and less concerned with giving you real answers.
This breed of pomposity has a twin brother, Certification Envy. The twins were separated in the second grade when they used to say it to all the first graders. My recent post about it seems to have stuck a nerve out there and all reports are that Certification Envy is getting worse. Is the same true for AdWords and Analytics know-it-alls?
Let’s hope those second graders who say “I got AdWords certified without even trying” aren’t as dismissive of their clients as they are of their peers.