Google Partners

Getting Started With AdWords: Creating a Campaign

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This post is part of our ‘Quick Start Agency Guide’ for agencies looking to setup and manage AdWords accounts. Checkout the full agency series:

Creating Your First Campaign

We will now run through a generic example of a branded campaign for a fictional client called ‘My Widget Store’. The purpose of this section is to outline the steps needed to create a campaign. It does NOT include the level of detail, best practices and considerations that we offer in our training - find out more about Loves Data's agency training.

From your MCC homepage, we will choose the My Widget Store AdWords account, either by using the drop-down at the top of the page or by clicking on the client name in the main table.

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Since My Widget Store doesn’t have any campaigns yet, we can see a splash screen prompting us to create our first campaign:

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This campaign will be a branded campaign, meaning that it will only target users searching specifically for variations of the client’s business name on Google. Presumably, the account will then have other, more complex campaigns. The first step is to decide what type of campaign we’re creating. We have chosen Google Search to ensure that it’s not shown on the Display Network and the All Features subtype to have full control of the campaign details. We will also give the campaign a meaningful name.

Next, we will choose what locations we want the campaign to target. Since our fictional client is Sydney-based, we will type Sydney into the search box and select it (making sure to choose Sydney Australia and not any of the other Sydneys around the world):

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Next, we will be setting the bidding and budget options. Our client has $50 a day to spend and we will use manual bidding, paying a maximum of $2 a click:

Once the campaign settings have been locked down, we will create the first ad group in the campaign. We’ll name it MyWidgetStore and write a text ad in the form provided, paying attention to how the ad will look in the ad previews that Google provides.

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We will then add keywords relevant to our ad group theme to help Google match our ad to various user search queries. We will also set a default bid for the ad group.

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Before our first campaign can be made live, we also need to finalise some billing and administration items. (Note that this only needs to happen once for each account.) We must first select the country where the billing address is. This will impact the billing options that Google makes available.

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We will then enter the billing address and some payment details and accept the legally binding terms and conditions of our AdWords account.

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The account’s campaigns list will then consist of one campaign with the status of active (as indicated by the green status circle to the left of the campaign name):

We hope this guide has provided some background if you need to get started in your AdWords setup! If you would like to go more in depth with AdWords, best practices, and strategies, find out about the Loves Data Agency Training.

Getting Started With AdWords: Linking a Client Account

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This post is part of our ‘Quick Start Agency Guide’ for agencies looking to setup and manage AdWords accounts. Checkout the full agency series:

Linking a Client's Existing Account

If your client already has an AdWords account, or if you have created an account for them outside the MCC, you will need to link it to your agency’s MCC.

In order to kick off the process, you will need to know the Customer ID of the AdWords account you are trying to link. If the AdWords account can only be accessed by your client, ask them to log in to AdWords and copy it off the top-right corner of their screen. While it is quite common for agencies to also access their client accounts by using their individual logins and passwords, this is recommended only as a last resort since Google’s linking functionality is much more secure and transparent.

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Once you have the Customer ID, go to the homepage of your agency’s MCC and press the Link Existing Accounts button:

Enter your client’s Customer IDs (followed by descriptive names) in order for Google to send them an automatic invitation to let you manage their account:

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The client would then need to log into their AdWords account again and go to My Account/Account Access:

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They will see a list of all the logins with access to their account, including the invite from your agency that they will need to accept:

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Once they do, you will see their account added to the list of accounts on your MCC homepage:

Next: Creating Your First Campaign.

Getting Started With AdWords: Creating a New Account

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This post is part of our ‘Quick Start Agency Guide’ for agencies looking to setup and manage AdWords accounts. Checkout the full agency series:

Creating a new AdWords account

Once you’re logged into your MCC, click on the green Create Account button and choose AdWords. NOTE: AdWords Express may be more suitable for some clients which are small businesses, especially if you will be spending a minimal amount of time on optimisation. Compare AdWords and AdWords Express.

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You will need to choose the settings for the AdWords account:

  • Give it a meaningful name that corresponds to the client who the account is for.
  • Set the time zone and currency settings very carefully because these can NOT be changed after the creation of the account. This might require consulting with the client, especially if they have multiple offices and locations.
  • If you are creating an account for a client, it is highly recommended that you give them access to the account. Please note that the email address you put in the invite must be a Google Account that hasn’t previously been associated with an AdWords account. You may need to get in touch with your client in order to arrange for them to create the email address. Alternately, you can create a Gmail account on their behalf and use it here, then give them the Gmail account’s login access.
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Once the account is created, it will appear in the accounts table. Google will also show a summary of the account details above the table.

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Getting Started With AdWords: Creating an MCC

This post is part of our ‘Quick Start Agency Guide’ for agencies looking to setup and manage AdWords accounts. Checkout the full agency series:

Creating an MCC “My Client Centre” account

An MCC account is like an umbrella account that is used by agencies and large advertisers to group multiple AdWords accounts. It makes it easier to work on multiple accounts, switch between accounts and consolidate aspects of reporting and account management.

As an agency in the Google Partner program, you should have an MCC that corresponds to your company and contains the individual client accounts that you manage. If you are just starting out, it is enough for your MCC to just contain a demo or practice account.

To create an account, go to http://www.google.com/intl/en_au/adwords/myclientcenter/ and click on Sign Up Now:

A Google Account is a Gmail address or a third party email address that’s been registered with Google. Each MCC must correspond to a Google Account that isn’t already associated with another AdWords account. For example, if adwords@myagency.com is a new Google Account, it can be used to create an MCC if it hasn’t already been used to create an AdWords account. If your agency has already used this email address to create an AdWords account to manage its own ads, you would need to create a new Google Account (eg. mcc@myagency.com).

So, based on your history, you should either choose option 1 (use an existing Google Account to create the MCC) or option 2 (create a new Google Account especially for this MCC) below:

If you are using an existing Google Account, just sign in with your name and password:

Otherwise you can create a Google Account by using any email address you have access to. If your agency doesn’t have a dedicated one, we recommend creating one first (eg. mcc@myagency.com).

You will then be taken to set up your MCC with:

  • A name, identifying your agency to any client who you might send an invite to link their account to your MCC.
  • Its purpose -- agencies should choose option 2 (using this MCC primarily to manage other people’s accounts).
  • Time zone and currency. The time zone and currency should reflect the settings for your agency’s location. The AdWords accounts you link to your MCC might have different time zone and currency settings.

 You will also be required to accept the Terms and Conditions for the MCC.

If you chose to create a new Google Account, Google will now send you a verification email with a link to click on before you can proceed. Your home screen will show all the AdWords accounts that your MCC is linked to -- which will be empty to start with. To continue, you will need to create new AdWords accounts or link existing ones.