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Ready to take the next step with AdWords? David Booth presents tips and tricks used by expert practitioners at his company Cardinal Path to improve their AdWords account management, organization, and reporting skills. First, you'll see different ways to use AdWords' labels, filters, and automated rules to improve visibility into your accounts. Agencies and freelancers managing multiple accounts will love learning how to use the My Client Center (MCC) features of AdWords—which provide a unified view of all your accounts in one place. Next, you'll learn how to save tremendous amounts of time with the AdWords Editor, where you can perform bulk edits, get rid of duplicate keywords, and create new campaigns extremely efficiently. Plus, you'll learn about the Auction Insights data, which will help you see how you stack up vs. the competition. Last, we'll dive into AdWords scripts and useful analytics and custom reports for evaluating Quality Score, attribution, and other key metrics and components of your AdWords account.
If you're managing multiple accounts, then the My Client Center, or the MCC, is something you definitely need to be using. You can think of an MCC as an umbrella under which all of your accounts can live. If you're an agency like we are, you can imagine how helpful this can be. But even if you're not an agency, you might be operating multiple accounts across your different divisions or your different business units. There are quite a few benefits of an MCC. And perhaps the most obvious one, is that you'll be able to access all of these different accounts, with a single login.
That means no more keeping ten different browsers open, or logging in and out of accounts all day long. If you're an agency, a huge benefit is that you'll be able to get access to new client accounts without having to ask them for their account logins and passwords, which is not only pretty insecure, it's also really unprofessional. Just click the Link Existing Accounts button, ask your new client to provide their customer ID that they can find in the top right-hand corner of their screen when they log in, and then, when they go to their account settings, they can grant you access to their account. When they do, you'll see their account when you log in.
From a billing perspective, if you're using the invoicing payment option, you can contact your Google representative and have them enable consolidated billing for you. First, you'll put all your AdWords account that you'd like to be consolidated into your MCC. And then, you can choose to bill the cost of each account to that single invoice. Access control is another big advantage of the MCC. An MCC administrator has the ability to share or revoke MCC access to individual users or employees, and this can be done at different access levels ranging from the administrative access to only being able to receive e-mailed reports and everything in between.
And by creating and nesting MCCs inside one another, you can really control how different people in your organization will work on different levels and groups of your accounts. Here's an example of what an agency's MCC setup might look like. You can see that I might have third party partners, or client accounts, and even client verticals created so that different people can be given the proper levels of access throughout my entire organization. And if those people leave, I can easily remove that access. Last, you can do some pretty interesting things with reporting when you have all of these accounts under MCCs.
If you're an agency, and you have lots of different clients in the same verticals, you can run roll-up reports across all of those accounts. This might enable you to benchmark your individual clients against others in their industry. Or, if there are multiple people in your organization working on different accounts, you could run roll-up reports by employee, to see who's getting results, and who isn't. You could also run reports against your entire portfolio, to look for trends and comparisons between certain segments. For example, you could see how mobile and non-mobile campaigns compare.
Or, you could look at search versus re-marketing campaigns holistically. Or, maybe look at all your Canada campaigns and compare them to campaigns running in the US or in Europe. And remember, you can use labels at the account level, which means that they'll show up here in your MCC. And you'll be able to run these reports against label-based criteria. This lets you quickly isolate things like, which of your employees are working on which accounts, which accounts fall into which industry verticals, and more. To sign up for an MCC, go to google.com/adwords/myclientcenter.
As a tip, you'll want to create this MCC umbrella account with a generic Google account that will be around longer than your individual e-mail address. Something like MCC at yourcompanyname.com would be better than Bill or Suzy at yourcompanyname.com, because Bill or Suzy might leave your organization one day. Once you've got your MCC up and running, you can start linking child accounts and start reaping the benefits. If you manage multiple accounts, then hopefully you can benefit from the features of the My Client Center.
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