Frequently Asked Questions 

Applying for the Markting Innovation Program? Here’s what you should know.

The Google EMEA Marketing Innovation Program (or "MIP") is is a a 6 months-long highly organized incubation program for tech companies in EMEA that want to innovate with Google and build the future of marketing on Google's powerful APIs.

The participants of the Program will be offered 6 months of highly-qualified, individually tailored product and business development support and a personal Google coach. In addition, participants get access to a large network of resources, experts and contacts that will help them reach their goals faster.

The MIP covers tech and product aspects, with a clear objective to get a fully functioning MVP developed on top of Google's API; as well as help participants get their commercial plans and go-to-market strategy ready for when they become a partner to Google.

MIP's ultimate objective is to work closely with such companies and make sure the participants fulfil all the necessary criteria and are ready to be on-boarded as Google Partners by the end of the Program.

Google wants to outreach to the tech and marketing ecosystem in EMEA and inform about its Google Partners offering, highlighting existing success cases and fostering new partnerships and innovation via co-creation. Google wants to make it possible for everyone to thrive in the digital era. 

Google Channel Sales is a global team within Google that partners up with a variety of businesses to deliver Google’s marketing solutions at scale, embracing marketing automation and making Google advertising easier to use.

We work with an exclusive community of 200 partners in EMEA, all with a common goal: make customers successful through scalable advertising solutions whilst future-proofing your business. With our high-touch commercial, technical and marketing support, many of our partners have experienced growth rates in excess of 70% in 2018.

Businesses that partner with Google can build new revenue streams and capitalize from their existing customer base. Partners get dedicated support, product and tech integration guidance, advise on scaling, strategic guidance, accelerated go-to-market and access to new product betas, amongst other perks.   

Google’s partnership model provides the following pillars of support:

  • Strategic consulting - Around the value proposition, product offering, pricing, product packaging and operational setup 
  • Technical expertise - Guidance from our dedicated engineering team for  automating Google Ads towards the partner’s clients
  • Co-Marketing - Sales and account management training, partner events hosted by Google, co-branding initiatives, etc.
  • Product access - early access to Google beta products, access to exclusive product events, complete product feedback loops, etc.  

Google Partners can be either be small start-ups operating in the ad tech vertical, as well as large scale ups and platform-businesses like Klarna, iZettle, Shopify, Etsy or Mailchimp.  

Google's APIs are open to anyone who wants to build new marketing solutions on top of it. To partner with Google, businesses need to follow a selection process and fulfill certain requirements which include joint commitments,  scoping a common business opportunity, setting a product roadmap and go-to-market strategy amongst others. 

If you envision a new innovative digital marketing solution and want to develop, launch and scale it as a Google Partner, the best way is to do it by applying to the MIP. 

Very simple!

Submit a simple deck (max. 5 slides) covering the following:

  • An overview of your company
  • The marketing solutions you will build using Google's APIs
  • The challenges that you will be solving for advertisers
  • The value you see in partnering with Google 

Max. 5 slides in a PDF format. Keep it simple! 

Not many. You just need to be:

  1. A company registered within any country in EMEA (Europe, Middle East and Africa), regardless of where your business operates or your customers come from (ie you can be operating in the US and having your customer base there, but if you are registered in Israel, you are good to apply).
  2. Operative (ie. not at idea stage) and with a publicly available product or service (ie launched). 

Yes, the MIP is free and there are no charges for participants. 

No, Google does not require participants to give equity away to take part of the MIP or to become a Google Partner. 

Applicants that submit their applications before Sept, 15 2019 ("Early bird") will be scheduled a free one-to-one consultation session with a Google coach. During that session, the Google coach will go through the program and try to identify the assets and capabilities of the applicant in order to ensure a good fit for the program.

After considering Google's coach feedback, applicants can update their applications to try to improve their chances to be invited to participate in the MIP. 

Yes, you are always on time to edit and amend your application (includingh the submission of a new deck) until the application deadline closes on Oct, 13 2019.

To manage your application just go to the "APPLY NOW" button, clicl on it and you will see  the following text: "Already registered? Manage your application & details". Click on "Manage your application & details", log in and you will be able to access and change your application.



You can find the Google Ads API documentation here. 

Google operates a bunch of publicly available APIs around its advertising ecosystem.

For instance, the Google Adwords API is an advanced feature that lets developers interact with and make changes to the Google Ads account they manage through applications they create. You can find more information here. 

You can obtain your developer token following the steps here.  

  1. Applicants can submit their candidacies until Oct 13, 2019.
  2. PLEASE NOTE: Early bird applicants that submit their candidancies before Sept 15, 2019; will receive a one-to-one consultation session with a Google coach to scope potential development opportunities.
  3. Google will review the applications and select participants by the Oct 25, 2019.  
  4. The participants that are invited to the 1st Cohort will be informed by the 25 Oct, 2019 the latest
  5. The MIP will kick off with a presential Incubation Bootcamp which will be held sometime during the weeks Nov 4 to Nov 17, 2019. The final dates and specific location of the Bootcamp will be announced later. 
  6. After the Incubation Bootcamp and from Nov, 2019 to Apr, 2020 MIP will continue with both bi-weekly online coaching sessions as well as with weekly webinars around specific topics (product & tech, design and UI/UX, go-to-market, sales & marketing, etc.)
  7. Participants that complete the Program will graduate and pitch their developments in a final presential Demo Day & Gradutation session which will be held sometime in the week Apr, 27 to May 3, 2020. The final date and specific location of the Demo Day & Gradution will be announced later. 
  8. Upon graduation, participants will be formally invited to join Google Partners program and they will be introduced to their correspondent Google Partner Manager.

Google will provide invitation letters for participants who need a visa to visit our offices for the purposes of the launch bootcamps and demo day. Visits are limited to business meetings and for the purposes of the MIP sessions only. We are unable to provide visa letters for accompanying family members.

For any MIP-specific questions, please submit a request through emeamip@google.com and a member of our team will get back to you within a couple of business days.