Advanced Pay Per Click (PPC) Certification Program

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Working with Multiple Accounts Tutorial

3.2 Introduction

Hello, this is Brad Geddes, the Author of Advanced Google AdWords, the Founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this video, we're going to talk about some tools and AdWords features that make it easier to manage multiple accounts and make large scale changes to your current accounts.

3.3 My Client Center

Now one of the most useful features for managing multiple accounts is the My Client Center, also known as the MCC. With the My Client Center you can link individual accounts together and essentially have one dashboard that's all of your accounts. You can quickly jump between everything. Now this is useful for two main areas. You often have agencies or companies who manage accounts on behalf of others. In this case you can link all the accounts together, see some basic stats, your clicks, impressions, CTRs, conversions, and spent in a single dashboard. Which is nice, what serves as an umbrella for all the accounts that you're managing. The other really useful time for this is when you're a very large company and you have multiple accounts because of various goals you're trying to reach and you can't do it within a single account or you need some additional segmentation. Now on top of just having a single dashboard to link all the accounts, you can also have a sub MCC. You can make a second My Client Center, link it to the first My Client Center. And this allows you to really control access to team members and their accounts based upon where you give them access in the My Client Center. So for instance, let's say you have a team of just four people and a team lead. So the team lead might have a My Client Center and this is the top level My Client Center. Then, for each team member, they could have a My Client Center linked underneath the top level one. And then you can give access to the team member at just their sub MCC level. You could link their client accounts to just their sub MCC level. So now when an individual analyst logged in, they would only see their accounts. But because they're linked under an umbrella account, then the team lead could log into the top level my client center and be able to navigate any of the MCCs. So if you've got different ways you want to control access to client accounts, an MCC and having multiple MCCs nestled under the top level is a good way of handling that.

3.4 MCC Access Levels

So, that leads us to Access Levels for your My Client Center accounts and for standard accounts. So, every account type at MCC or a standard account have three basic Access Levels. You have email only access. This means the user can receive emails from the accounts, some alerts, billing, so forth. But they can't log in. You have read only access. This means the user can log in, look at information but they can't make large scale changes. You have standard access, this means a user can log in and change anything with in an account but cannot change access levels for users with in the my client center. And then, what administrative access does is it allows you to add people to a My Client center and do any other changes. So, often then, you'll give your analyst standard access so they can make all the changes to the accounts they want to, they just can't add or move users to the My Client center. Then, your Team Lead or your Director will have administrative access. And they can do anything to any accounts and also just add people to a My Client Center Level. So, you should always give everyone who access your accounts their own log-ins. You shouldn't share them. There's a few reasons. A big one is security. Someone leaves your company, you only have to disable a single access. You don't have to disable the passwords and send it to everybody else, and say hey, here's the new password for the account. Because when you set a password in AdWords, you're resetting the password for every google product that that user accesses. So, it's not just with a shared login, you would change your add words login, you would also be changing your google analyst login. If it happens to be a user who's using Gmail or google apps underneath that same place, you then change those logins. So, instead, giving each person a log in allows you to manage security well. In addition, there's a tool in the accounts called the My Change History tool. This tool shows you what changes were made in the account by access. So,hen you can see what analysts are making what changes within the account. So, just always give each person who accesses your account their own log in.

3.5 Manager Defined Spend

Another useful feature of the My Client Center is known as the MDS, or Manager Defined Spend. What often happens when a company is growing up is, they have some accounts, they're all on credit card payments or some sort of prepayment. And all of a sudden, if you have 10, 20, 30, or a lot more accounts you're managing, trying to reconcile your credit card bills with what account spent, that can be a nightmare. In addition often if you are spending a lot of money, you'll keep running into issues where you've hit your budget limit for your credit card, and you're constantly trying to make payments. So, what a manager defined spend does, it allows you to go on an invoicing system. So you'll get a single invoice for all your accounts at a single place, just one check to write every single month. And then once you are in manager defined spend, then within My Client Center, you can manage budgets. You can give each client a certain amount of budget to spend for that particular month and you can instantly change budgets at will. Now not everyone in the MCC has to be on a manager-defined spend. You could have some accounts on prepay, some accounts on postpay, some accounts on manager-defined spend. So you can mix and match the types of payment methods being used. But MDS is really useful as your company starts to grow up and you're managing many accounts.

3.6 Adwords: Adwords Editor

Now beyond just the My Client Center, which is multiple account management, one of the absolute best tools for individual account management is known as the AdWords editor. This is a desktop tool, so you download it to your computer. And then you can download the account to your computer as well. And this allows you to work on the account offline. You can do bulk changes in the ad works editor. And you can even do bulk imports into the AdWords Editor. So you could build your ad groups and your ads and so forth, within a spreadsheet program, using formulas and mix and match, and all the good stuff that spreadsheets will allow you to do. Put it in a specific format, and then import it all into the AdWords Editor. The AdWords Editor also allows you to share data, so you can export your information, you can email it to somebody, you could save snapshots of accounts, so forth. Now, as you make changes in the editor, they're not live. So you can, double check all your work first, and when you're satisfied with it, then you upload it to your AdWords account and then it's pushed live. So, fast editing of accounts, the AdWords Editor is really, really useful.

3.7 AdWords: Bulk Editing

Now, beyond that, when you want to make large scale changes to an account you can do bulk editing inside of AdWords as well. So for most of the tabs, such as ads or keywords, when you go to the edit button, there's bulk edits. There is change text ads, or change keywords, and then you can see your recent edits. So if we wanted to change a text within all of our ads at once we can do a simple find and replace. So maybe we had a price point in and ad. We need to find this entire price point and change it to a different price. And going in individually one by one to find all of these ads by price point change and save and so forth can take a long time. With the bulk edit you can select everything at once. In this case, there's 100 ads selected. Do a quick find and replace and you're done. Now always remember when you do change an ad, it does go back under review. So if you do a large bulk edits, you may have a period of time where you're waiting for some ads to be approved. But they don't have full exposure yet.

3.8 AdWords API

The one's you really want to move into Automating Accounts. That's where the AdWords API is really useful. An API essentially lets different applications talk to each other. So you might be an e-commerce company. And what you want to do is as a product goes out of stock, you pause the appropriate keywords or ad groups. So that you can have your database of your products in one spot. You build an API that just has a simple rule base that says when this product's out of stock, pause these keywords. Or you might have a CMS that looks at your profit on a page, and then a dynamic would change as thus, your bids within AdWords based upon your current page profits. So, whenever you want to automate items between databases, the AdWords API really lets you scale your changes without people and just with technology.

3.9 Recap

So to recap, you know, working with multiple accounts and, and doing some bulk changes. You know, My Clients Centers, which is often abbreviated MCCs, serves as an umbrella account for client accounts. So single login place to be able to jump between everything and see some basic stats. You can have multiple levels of My Client Centers, and each can have their own access and their own accounts. So this lets you just divvy up what permission levels various people have to go in and access accounts, make changes or not even see an account because they don't have access to that level of the My Client Center. And then MDS or Manager Defined Spent, allows you to control client budget and have an invoice payment method. The AdWords Editor allows for quick offline editing of accounts. And since you are editing them offline, you can see how things will look and when you're happy with the results, then upload the data to AdWords. It's not a real-time change until you start uploading the information. And then the Bulk Edit feature allows for large scale changes within the AdWords interface for an account. Then finally, if you want to start automating things the AdWords API is very useful, from an automation standpoint, in connecting various databases and applications together. So these tools will help you go from trying to manage individual accounts, where it can be quite time consuming, to scale how quickly you can manage things, jump between an accounts, make changes, so that you can handle more overall accounts in totality. And hopefully, build your agency up in a profitable manner, because there are good ways of managing multiple accounts and some time-saving features to work within everything, to make your time more valuable so you can handle more work overall.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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