<< INDEX

Chapter 9

Managing Client Accounts

My Client Center

• The purpose of My Client Center (MCC) is to centralize and manage all your AdWords accounts
• Useful for advertising agencies, search engine marketers, and automated bid managers
• Useful for advertisers with very large campaigns that cannot be easily managed in one account
• With MCC you can access all your accounts with one password and move between accounts easily
• You can receive a My Client Center account by signing up as a Google Professional
• Sign up under the “Google AdWords Professionals” link on the Google homepage
• Google allows two or more of your clients to use the same keyword as long as they have separate accounts
• My Client Center allows you to
• Run a keyword report for a linked account
• View recent charges for a linked account
• Modify the daily budget for a campaign in a linked account
• The only way to edit a clients billing information, login, and password is to log directly into the clients account
• The Dashboard Report displays the following
• Status Alerts
• Start and End date
• Budget
• Account description

Selling AdWords

Selling the Benefits of AdWords

• Google AdWords is effective because your ads reach users at the moment they are interested in your product or service
• AdWords is particularly effective for
• Generating leads or sign-ups on your website
• Generating sales or conversions
• Brand marketing and brand awareness
• An advertiser only pays when a user clicks on their ad
• AdWords ads are seen by over 80% of Internet users in the United States every month
• AdWords allows for easy tracking of conversions

Understanding the Basic Google Sales Pitch

• Four steps to creat an effective advertising campaign
• Create relevant keywords and ads grouped by goals
• Test multiple ad copies and keyword variations
• Use reporting tools to measure results
• Refine campaigns and keep what is working
• Once an ad campaign is created, it should be monitored regularly and modified for best results
• Four step client start-up process
• Define marketing objectives, metrics, and budget
• Deliver proposal, including messaging and budget options
• Receive client approval and sign-off
• Launch, monitor, and modify campaigns to meet objectives
• Share reports with client and refine

Handling Common Questions and Concerns

• Why use Google over another search marketing organization?
• Approximately 50% of Internet users use Google as their primary search engine
• That is almost 2.5 times more than any other search engine
• 89% of Google users rated their experience as “strongly positive”
• Why use search marketing?
• Relevant, real-time, and extensive ad distribution
• Measurable results
• Total control of spending and targeting
• Generates leads or sign-ups on your website
• Generates sales or conversions
• Effective for brand marketing and brand awareness

• Respond to common objections such as “I don’t need to advertise” or “I don’t have the budget”
• Start with a budget of one dollar per day to demonstrate the possible return on investment
• AdWords will never charge more than the set CPC and with Smart Pricing, advertisers are charged the minimum amount necessary to show their ad

AdWords API

AdWords API Overview

• Application Programming Interface (API) is another way to manage your AdWords accounts through programs that you write
• AdWords API is most beneficial for online marketing agencies with multiple clients and for advertisers with technical backgrounds and/or programming skills
• AdWords API is a good substitute for screenscraping
• In order to access AdWords API, advertisers must already have a My Client Center account
• With AdWords API you could
• Create/Manage campaigns and ad groups
• Get traffic and performance estimates
• View clicks, click through rates, average position
• Retrieve account performance reports
• Modify Ad Syndication preferences
• Change account login information and password
• View basic API usage information

• Benefits of using API
• High efficiency
• Compatibility with many programming languages
• Innovative uses of AdWords
• Simple and quick to sign up

Getting Started

• To sign up for AdWords API go to www.google.com/apis/AdWords
• Developer and Application tokens are necessary to access AdWords API
• Token – a combination of letters and/or numbers that identify your AdWords API activity
• Developer Token – one per account, shows user as approved developer
• Application Token – one per account (can apply for more), shows approved application for API usage
• Fee-based quota system
• Rate is 25 cents per 1,000 quota units
• The API operations quota is defined by the total account spend and the number of clients managed
• Updating the bids on 1,000 keywords would equate to 1,000 operations

API Implementation

• Web Services provided by AdWords that give programmatic access to AdWords accounts include
• Data Services
• Criterion Service – provides information about targeting criteria, create and modify keywords and website targeting criteria
• Keyword Tool Service – generate keywords based on a website or specific keywords
• Account Service – modify AdWords account features
• Info Service – allows you to obtain basic information on your API usage
• Traffic Estimator Service – provides operations for estimating traffic for keywords, campaigns, and ad groups
• Report Service – allows you to request a report about the performance of your AdWords campaigns
• Data Services
• Campaign Service – create, update, access, list and perform campaign-wide operations such as changing the daily budget, pausing a campaign, or adding new ad groups
• Ad group Sevice – create, access, or update ad groups, add keywords and creatives
• Keyword Service – create, update, or access keywords, specify keyword type and text
• CreativeService – create, update, and access creatives
• API Data Services allow you to manage campaigns, ad groups, keywords, and creatives
• Use of batch operations is encouraged over single operations

Terms to Know

My Client Center – account management tool provided by Google
Application Programming Interface (API) – a tool used to manage AdWords accounts through programs you write
Developer Token – a combination of letters and/or numbers that identify your AdWords API activity – only one per account
Application Token – a combination of letters and/or numbers that identify your Adwords API activity and shows approved application for API usage – can apply for more than one per account
Batch Operations – API applied to a group of items at once

<< INDEX

Chapter 1: Introduction to AdWords
Chapter 2: Getting Started with AdWords
Chapter 3: Targeting
Chapter 4: Costs and Billing
Chapter 5: Tracking Ad Performance
Chapter 6: Optimizing Ad Performance
Chapter 7: The Adwords Toolbox
Chapter 8: Google Analytics
Chapter 9: Managing Client Accounts


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