AdWords Optimization with MCC

It’s not easy understanding AdWords, let alone managing AdWords. I find it continually impressive when small business owners contact me for help with their AdWords campaigns and some how these individuals have taken on the challenge of learning how to make the engine work. It does work, but reducing cost per click and increasing profits requires years of experience implementing and managing campaigns.

My business is in the AdWords Engage Program for Agencies and I’m given a Google AdWords expert from Google to assist in building and optimizing accounts. I love this program and have truly enjoyed working with the Google team to build my business and help my clients.

With AdWords Enhanced Campaigns almost mandatory, my Google representative Donna Palumbo is helping me move a good size account into a solid enhanced structure while leveraging the Quality Score (QS) work I’ve done to date.  During my conversations with Donna, I learned new AdWords accounts come out with a QS of 3 or 4.  While working within one of my client accounts I noticed the rebuild was generating QS of 2 or 3 at the start. The  QS went up to a 9 or 10 within 24 hours. But it got me thinking, why would I continue to work in a clients account if the historical performance was making me run up a sink hole. This particular client is an author of crime novels, we will call him James. He has had a couple of agencies already work in his account and based on performance it’s clear a new start and rebooting QS is a good strategy.

Donna and I are rebooting his book campaigns by creating a My Client Center (MCC) account for James; each account will be one of his books. Making this change makes reporting more labor intensive until we reach the $500 a day spend per account and request an increase. In the spirit of ROI we are building this new AdWords Enhanced architecture out!

Understanding MCC accounts and how they work is the purpose of this post and I’m writing this for James because he is one of those small businesses/individuals who went head first into AdWords and realized it’s not as easy as it seems.

Creating an MCC account is not something you do regularly as an agency or as an individual, so I’m excited to see how this structure supports increasing net profit per book! We are in the beginning stages of the process and I had to ask the client for his userid/password to his current AdWords account. This threw him for a loop because I’ve been invoicing him for my work on his account. This is a section of the email I received from him tonight.

MCC AdWords Common Client Question

When I first met with James he gave me his AdWords account information verbally and I accessed it through my MCC account during our meeting. I never wrote it down. I’m sensitive to privacy and security, so I preferred not to write it down.

An MCC account allows a business owner or SEM consultant to manage multiple AdWords accounts in one interface. Following is an example of how author Jame’s account will change. He has already added his billing information into each AdWords account through his new MCC account.

Jame’s current AdWords account is designed like the example on the left of the image below:

1. Book Author AdWords Account = 1 Client ID: xxx-xxx-xxxx
– Book Campaign 1
— AdGroup 1
— AdGroup 2

Difference Between MCC and Regular AdWords Account

We are building the new AdWords Architecture to support increasing QS and in turn net profit per book with the new design on the right side of the image above:

1. Book Author AdWords MCC = 1 Manager ID: xxx-xxx-xxxx
Book 1 Account = 1 Client ID: 1xxx-xxx-xxxx
-Book 1 Campaign
— Book 1 AdGroup 1
— Book 1 AdGroup 2
Book 2 Account = 2 Client ID: 2xx-xxx-xxxx
-Book 2 Campaign
— Book 2 AdGroup 1
— Book 2 AdGroup 2
Book 3 Account = 3 Client ID: 3xx-xxx-xxxx
-Book 3 Campaign
— Book 3 AdGroup 1
— Book 3 AdGroup 2

I will keep you all posted on progress and performance. The best part of the exercise, is if the new MCC architecture doesn’t work, we have our current account to fall back on!

Are you using MCC as a tactic to increase QS for your clients? If so, I’d like to know!