This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Reviewing AdWords My Client Center (MCC).” The following is the transcribed Streamcap from the live chat:
Q1: Does everyone at your company get access to the MCC? Why or why not?
- Nope, no need for the direct mail team or creatives to have access. Just the PPC/Display team and our analytics crew. – Justin Freid (@Justin_Freid)
- I gave my boss access, but she was banned from making changes. In my new co, my bs partner has access. – Theresa Zook (@I_Marketer)
- Most, but not all. Those doing/overseeing account work get access. – Jeremy Brown (@JBGuru)
- Yup, but we’re all search folk in some capacity so no reason not to. – Aaron Levy (@bigalittlea)
- No, since not everyone knows the nuances of every account. There are master log-ins in case there is an emergency though. – Gil Hong (@ghong_af)
- Access not given bcause I didn’t have time to teach everyone what raw data meant & if they needed to know, I’d tell them. – Theresa Zook
- The entire search team has access to the company MCC; others (non-search people) don’t. – Melissa Mackey (@Mel66)
- As an agency, everyone has master account login, but no one but me cares about PPC since we’re the outlier of the web mkg world. – Michael Fleming (@mflem25)
- Analysts get read only, account managers get standard and a select few get admin. – Abi Goettsch (@AbiGoettsch)
Q2: How extensively do you use MCC reporting? What types of reports do you run?
- My default for running even the simplest reports. So much easier than dinking w/ the UI to get the data I need. – Theresa Zook
- Don’t do a ton of MCC level reporting, but the opportunity is certainly there. – Matt Umbro (@Matt_Umbro)
- Not very often. Only used for clients that have multiple accounts, which is few and far in between. – Justin Freid
- I use MCC reporting for sub-MCCs (related accounts); otherwise MCC reports are kinda meaningless. – Melissa Mackey
- Hardly use MCC reporting. Would love to see how others use it though! – Luke Alley (@LukeAlley)
- Mainly when I need to run multiple campaign reports. Mostly I run keyword reports from the account level. – Gil Hong
- I seem to be the outsider here–am i the only one who routinely uses MCC reporting? Love the additional dimensions I can add from MCC reporting interface. (Now I’m afraid I’m running the “wrong” reports–since no one else works like I do.) – Theresa Zook
- What’s the most common MCC report you find yourself running? – Robert Brady (@robert_brady)
- There’s a handful. Ads divided by device divided by click type tells me so much abt my targeting choices. Too hard to spot meaningful data in the UI when you’re looking at many segments. – Theresa Zook
- I use MCC reporting a lot too but mostly because I have so many accounts. Makes it easier to compare across accounts. – Abi Goettsch
- What’s the most common MCC report you find yourself running? – Robert Brady (@robert_brady)
- Rarely use MCC for reporting. We use a 3rd party tool that includes Bing data. – Jeremy Brown
- Only use it for monthly reports across all accounts. – Matt Dyer (@mattchstik)
- Yup, really never use MCC reporting. What are the beneficial uses? – Adam Radcliffe (@AdamRadOnline)
- I just use it to see what the monthly ad spend was for billing purposes. – Michael Flemming
Q3: What do you find the most beneficial use of the MCC to be (aside form all accounts in one place)?
- I like the MDS option for budgets. Although maybe that’s in non-MCC accounts also? Been so long since I’ve used one. – Melissa Mackey
- Yeah – MDS is super great but i use it through individual accounts. – Adam Radcliffe
- Using labels to assign accounts to account managers, high level stats for company owners, use sub-mccs a lot. – Luke Alley
- Easy to see how much media spend across all accounts, helps with forecasting rev. – Justin Freid
- I personally like the MCC as a way to invite clients in order to review their accounts. – Matt Umbro
- Clients can be reticent about this – don’t want to alert their current agency they’re “hunting”. – Aaron Levy
- The MCC is just a faster way for me to report on spends for accounting at the end of the month. – Gil Hong
- When I had multiple franchises in one company, cross-account benchmarking w/MCC reports was a godsend. – Theresa Zook
Q4: Do you utilize labels in the MCC? If so, what convention/taxonomy do you use?
- I don’t, and I should. – Melissa Mackey
- Oddly, no, not so far. I know people were panting for labels in AdWords, but I have’t used them yet. – Theresa Zook
- Testing MCC labels out now because of today’s chat! – Matt Umbro
- Used minimally, just to be able to sort accounts that were active vs. on hold/clients no longer being used. – Timothy Jensen
- Labels help our company organize groups of accounts that are either under the same salesperson or company group. Not to mention some “extra-special” labels for clients that “need more attention”. – Gil Hong
- I don’t, but I need to. Labels seem like a nice to have, not a necessary feature for us at this point. Eh, when I get time. – Jesse Semchuck (@jessesem)
- Not at MCC level. Our account naming conventions do that for us. I use labels a lot more at the campaign, ad group, kw level. – Abi Goettsch
- I use em’ for ad testing so everyone knows when my are doing better. – Josiah Colt (@_kingjosiah_)
- We use a similar labeling feature in a 3rd party software. – Jeremy Brown
- Great to use labels for labeling “New”, “High Priority”, “Watch Close”, and account managers. – Luke Alley
- Never use MCC Labels when we use DART search and Marin Software. – Kristina Nette (@KristinaNette)
Q5: How do you use MCC automation (if you do at all)?
- Haven’t used it. – Theresa Zook, Ginny Marvin, Melissa Mackey, Gil Hong, Abi Goettsch
- How would you like to use MCC automation?
- I’d have to have a lot of accts I didn’t look at regularly to need to know that kind of thing. Seems to me, that’s more of a really big account necessity–if you had 10k kw or 30k ads maybe? – Theresa Zook
- If I’m going to automate stuff I’ll use bid mgmt software. – Melissa Mackey
- I’ve found I can do pretty much all the automating I need with Automated Rules. – Eric Bryant (@GnosisArts)
- The only MCC automation I use is… “Pause campaigns when… ” actually no. I never use MCC automation. – Josiah Colt
Q6: Do you or your company utilize the AdWords API to build your own management applications?
- No, but always been curious to look into that realm. – Timothy Jensen (@timothyjjensen)
- Nope. If my developers had any bandwidth I would love to have them start on some projects though. – Jesse Semchuck (@jessesem)
- We use our own inhouse reporting tool that does Google & Bing. Not to mention the custom scripts we’ve started getting in to. – Gil Hong
- Using Google Docs integration with Google Analytics API right now. Awesome stuff. Yet to try GD + AdWords yet though. – Joseph McConellogue (@DigitalMrktr)
Q7: Do you explain to clients what the MCC is and why you use it? Why or why not?
- Not really, no. Why should they care? – Theresa Zook
- It ALWAYS helps when clients know I have more than just them. They are important, but not the only egg in my basket. – Jesse Semchuck
- No need to explain. MCC makes things easier for the advertiser not the client usually. – Abi Goettsch
- Only when we have issues linking our clients existing adwords accounts, sometimes we have to get their login and do it for them. – Gil Hong
- Ya, though not in depth. I believe it sets us apart from anyone who just starts managing an account. Also when I can manage more efficiently it allows me to spend more time on their account. They get more bang for the buck. – Luke Alley
- I explain to them that it gives them full access & me full access. We both know who made what changes. – Robert Brady
- It’s also nice to be able to tell them they can unlink us at any time and for their security it hides their CC# from us. – Jesse Semchuck
- Nope, unless we need them to approve access from an account they have. No need – they access their own accounts individually. – Timothy Jensen
- Yep! Lets the client know they have full control over their passwords and own their account, we just came over to play! – Aaron Levy
Q8: What is your preferred method of gaining access to audit an account?
- Depends on client savvy. Easiest way is to just get their admin login. – Jesse Semchuck
- MCC link. My path is littered with “one-off” emails I had to create for access otherwise. – Theresa Zook
- Create a gmail for prospect, have them grant access. Then they can delete if we don’t go further. Many clients won’t go for this though. I wish more did. Hard to audit w/o access. - Melissa Mackey
- Admin access account linking! – Gil Hong
- MCC for prospects, MCC for clients… you can unlink as you wish. – Andrew Baker (@AndrewBaker72)
- Google AdWords Editor (version as of today’s PPCChat 9.9.0)
- Microsoft adCenter Desktop
- PPCChat Member List (Twitter)
- adCenter Feature Suggestion
- Bing Keyword Research Tool
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The MC(c) of Streamcaps
This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.