All You Wanted To Ask About Google MCC and Were Afraid To Ask

We all want our lives to be easier! While everything might be hard, managing google ads accounts has become easy with Google MCC. A My Client Center (MCC) is a Google AdWords tool that allows you to manage multiple accounts from one location. This is a great tool for agencies and large businesses with multiple accounts. This blog post will cover everything you need to know about Google MCC.

1. What is a My Client Center (MCC) account?

A My Client Center (MCC) account is a tool that lets agencies and businesses manage multiple Google Ads accounts from one place without having to log in and out of multiple Google AdWords accounts.
With an MCC account, you can easily view performance data, create and edit campaigns, and more. Plus, you can add other users to your account so that they can help manage your Google Ads campaigns.
Google AdWords is a powerful PPC tool that businesses all over the world use. And MCC makes using this tool a simple and precise process. As a result, MCC is a necessary and effective management solution.
And Google recently renamed MCC to Google Adwords Manager Account.

2. History of google MCC

Major Developments Over the years
October, 2000Google Adwords launched with 350 advertisers
Febuary, 2002Adwords adopts a CPC auction model.
May, 2003Google Adsense was launched, enabling users to view targeted AdWords ads on their own website.
January, 2005A new campaign-management service was launched by Google called Jumpstart
June, 2005Google Adwords updated that “minimum bids” to be included in Quality Score.
January, 2006Google launches a closed beta version of Adword Editor.
March, 2006Introduction of demographic site selection for targeting users in the United States.
April, 2007Google acquired “Double click
November, 2009Ad Sitelink” are introduced, which allows advertisers to provide additional link to their content.
March, 2010Adwords “Remarketing” rolls out.
January, 2011Use of “Negative Keywords” was introduced.
July, 2016Google launched "Showcase Shopping" ads. Retailers can use this format to have a series of images appear in search results for various search queries and keywords.
April, 2017Smart Display Campaign was now available. It enabled advertisers to reach more customers on the Google Display Network.
August 2017Adword began rolling out “landing page” option
June 2018Google Adwords changes its name to “ Google Ads

3. Why use a Google Ads MCC?

If you manage multiple Google Ads accounts, an MCC account can save you time by giving you a single place to view and manage all your accounts. And that’s not it; there is so much more that you can do with your Google MCC account.
Here are some uses of the Google Ads MCC account:
  • It allows you to manage and view multiple accounts from a single window. It’s the perfect tool for anyone who needs more than one Google ads account.
  • It can help you efficiently do everyday activities like searching and navigation. The features are specially designed for every advertiser’s needs- there is no need to switch between different tools or programs as you have a “single” dashboard for all your AdWords needs.
  • It’s a one-stop shop for all your campaigns. MCC will help you design, create and manage every campaign from your dashboard.
  • MCC’s easy-to-use dashboard allows you to create as many Google Adwords accounts in a matter of minutes. The process is fast and efficient, making it the perfect solution for all your account-related queries without hassle.
  • Consolidate your billing so that you can manage all accounts in one place. When data needs to be extracted from multiple clients’ AdWords profiles, use a single dashboard and generate separate bills for each customer.
  • You can give agency partners or whoever you need to work on the accounts access in order for them to complete their tasks more efficiently.
  • By using MCC, you can easily compare performance from different ad accounts. It’s a great tool for businesses that want to optimize their spending on Google Ads and get the most out of every penny they invest.
  • With an MCC account, you’ll receive a warning message when something goes wrong with one of them, and you can set up alerts so that these events don’t go unnoticed any longer.

4. Benefits of a Google Ads MCC

- Easy Access

With a Google Ads MCC account, you can log into your client’s accounts from one portal and see all their activity at once. This makes switching between clients much easier.

- Better Management

The Google Ads MCC account has an essential dashboard with features like different labels, which allow for quick filtering between various accounts and keeps things organized & making it perfect for smaller or larger agencies alike.

- Consolidated Billing

You can easily manage all of the accounts in one place, extract data from multiple clients using a single dashboard and generate separate bills for each customer. Saving so much time.

- Share negative keyword lists

Google Ads has an umbrella account that lets you share certain things between different Google ads accounts. For example, if your company has a list of negative keywords for each country then managing these will be easier when it’s in one place.

- Share Placement Exclusions

You can use placement exclusions to fine-tune your campaigns and ensure they run smoothly. For example, if you have a different set of keywords for advertising on Google Display vs. YouTube, then this is the perfect way to ensure that all advertisements are relevant!

- Share Automated rules

Automated rules are a great way for businesses with multiple accounts to save time and manage more efficiently.
With all the campaigns linked under one umbrella account, you can create automated rule sets that will be applied automatically across those same campaigns without having any manual settings.

- Share Google Ads Scripts

If managing multiple Google Ads accounts sounds too much work, consider using script files. These can be shared between your linked accounts, making automating tasks more accessible than ever.

- Share Audiences

You can use remarketing audiences to target ads across different Google Ads sub-accounts, but you’ll need permission from the original account holder. This is most often used when agencies working on behalf of their client have set up cross-business retargeting campaigns. This tool allows them more flexibility while staying on the same page as you.

5. When to use an MCC account?

MCC is the perfect choice for advertisers who want to have an easy-to-swim-through digital marketing experience. With one tool that can manage many different accounts, it’s never been easier or more seamless than now!
But are you still confused about where you need a Google MCC account or not? Worry not! We are here to clear all your doubts!

For Small Businesses

You’ll likely only require one account if you’re just starting with Google Ads. Therefore, creating an MCC at this time is not necessary.
We recommend when you need to manage multiple Google Ads Accounts at once, only then should you think about opening an MCC account

For Agencies & Freelancers

If you’re a freelancer or agency, having an MCC account will allow you to handle all of your clients from a single place. This not only makes your life simpler, but it also makes the process of going through all of your clients a lot more effective.
Agencies will gain freedom and easy workflow from this because MCC accounts allow for setting permissions for workers to assist in managing various clients and levels of work.

For Large Organizations

Large, global organizations frequently have multiple Google Ads accounts. Sometimes because of different business lines, but also because of the various locations in which they are active.
An MCC account allows the marketing team to have access to multiple accounts, making everyone’s life easier.
Plus, an MCC account also allows you to consolidate billing across multiple Google Ads accounts. So it’s a win-win for all!

6. How does the Google Ads MCC Account Work?

MCC is like a one-stop shop for all your advertising needs. With features that can help you save time and access without the hassle. You can connect multiple Ads with the help of MCC. And all of these Ads are accessible with a single login.
Let’s now understand how Google Ads Manager Accounts work.
  1. Click on Create a manager account in the Google Ads manager account home page.
  2. If you haven’t already,b_ sign in with the email address you want to use to manage your new manager account.
  3. You can create up to 20 Google Ads accounts with the same email address.
  4. Choose a name for you manager account. This is the name that your clients will see in their client accounts.
  5. Select whether you want to use the account to manage your own multiple Google Ads accounts or to manage the accounts of others.
  6. Pick your time zone and nation. This time zone will be used for reporting and billing on your account and cannot be modified later. Preferably You might want to select the time zone in where you work or whatever suits you the best.
In addition to managing and accessing multiple Google ads accounts from one login, you can also use the following other functionalities:
  • With Ads Manager, you can pause ads and enable them with just one click. You can also change budgets on the go or create custom rules for when they’re needed most! Start your campaign remotely by clicking stop, then start again if necessary – it’s that easy.
  • Google notifies you whenever something changes with your ads and offers customizable alerts.
    • The MCC dashboard is a great way for your organization to share information and collaborate. You can invite additional people into the fold or even let them operate various functions of what you’re doing on-site!

    7. Limitations of MCC Account

    Google Ads MCC is a powerful tool that allows businesses to manage multiple Google Ads accounts from one central location. However, there are some limitations to using an MCC account. Some of them are:
    • A single Google Ad Account cannot be connected to more than one manager within an MCC hierarchy.
    • There can only be 5 direct links between a single Google Ad and a manager MCC dashboard.
    • More than 6 child levels are not permitted in the client account structure.
    • Another “manager” account can only control a manager account. Multiple manager accounts cannot manage the same manager account.
    • The dashboard considers the amount you spent in the previous 12 months. The account’s monthly spending determines the total number of “active, non-manager” accounts that can be linked to the “manager” in your MCC dashboard.

    8. How to Create a Google Ads MCC Account

    Google Ads MCC (my client center) accounts are a top way to manage multiple Google Ads accounts from one central location. An MCC account is a must-have if you’re an agency, or even just managing Google Ads for more than one business. Setting up an MCC account is easy and only takes a few minutes. Here is an easy set-up guide for a seamless experience:
    1. Go to Google AdWords and click “Tools. Enter your email address here and keep these instructions in mind.
      1. The selected email address should not be connected to an existing Google Ads Account.
      2. You’ll need a name, time zone, nation, and currency details in handy to get started.
    2. Next, you need to connect your MCC account to your Google Ads account. You should allow authorization to the existing Google Ads Account in order to create a secure link. Once done, you can use your MCC credential to access the Ads Account.
    3. In the Ads Account, look for a red button. Choose “Link Existing Accounts” from the menu options here.
      1. Each Google Ads customer receives a unique ID with 10 digits. You should enter this ID in the “Link Existing Accounts text box.”
      2. You can link multiple Google Adwords accounts to a single Google Adwords Client ID.
    4. You can give the link a name. Once a valid name has been provided, you should request approval.
    5. Once done, Google will send you an email shortly. Accept the request by logging into your Google Ads account.
      1. To approve the request, click on the link.
      2. You will find a “Settings Gear” once you have entered the Google Ads Account.
      3. Select “Account Access” from the Settings Gear menu. And click on “Accept Request” in your client manager.
      4. You can terminate a session by selecting “Terminate Access.”

    9. How to Link a Google Ads Account to Your MCC Account?

    To get started, connect your manager account to an existing or new Google Ads account, or another manager account. Then, using a single login, you can view information from multiple accounts and switch between them.
    Here is a step-by-step guide for you.

    How to Send a link request.

      1. Start by entering your Google Ads manager login information.
      2. Click on “Settings” from the page menu on the left, then click on “Sub-account” settings at the top of the page.
      3. Press the + sign.
      4. Click Link existing account.
      5. Enter the Customer ID number from your Google Ads account. To link multiple accounts at once, enter one Customer ID per line. Click on “Preview” to review the details of the request.
      6. Then click “Send Request”.
    For more information, you can refer to this article.  

    10. What is the difference between Google Ad Manager and Google Ads?

    11. How Google Ad Manager works with Google Ads

    Google Ads MCC is a tool that Google offers to help businesses manage multiple Google Ads accounts from one place. Google Ads MCC can be used to create and manage campaigns, track performance, and get insights into results.
    Google Ad Manager is a tool that Google offers to help businesses manage their online advertising. It can be used to create and manage campaigns, track performance, and get insights into results.
    Google Ad Manager works with Google Ads to help businesses manage their online advertising efficiently. When a company links its Google Ads account to its Google Ad Manager account, it can use Google Ad Manager to see all its Google Ads data in one place. This makes tracking performance, getting insights, and managing campaigns easy.
    Linking the two accounts can save time and simplify managing campaigns for businesses that use both Google Ads and Google Ad Manager.
    Google Ad Manager is a real-time marketplace for managing advertising that is integrated with the Google Display Network. It is an additional market for advertisers to bid on display advertising across the Internet.
    When you create a campaign for the Display Network, you gain automatic access to Ad Manager publisher sites that adhere to Google Ads guidelines.
    It’s similar to going fishing—the bigger your net, the more fish you’ll catch.
    The same is true for your consumers: if you cast a wider net, you may be able to attract customers from high-traffic sections of the web that you were previously unaware of.
    As a result, running your advertising on Ad Manager publisher sites might assist you in gaining access to new markets.
    Here is some insight into how it works:
    • Your advertisements can appear on publisher sites operated by Ad Manager in addition to those supported by Google AdSense, provided that you’ve targeted the Display Network for your campaign.
    • The Google Ads targeting, reporting, and other account processes you are accustomed to using will not change even though your potential reach on more publisher websites increases.
    • Publishers using Ad Manager must abide by the Google AdSense program rules if they want to display Google ads.

    12. How Ad Manager works?

    In the easiest words Ad Manager is a powerful tool that can help businesses get the most out of their Google ad campaigns.
    Google Ad Manager is a tool that allows businesses to manage their Google ad campaigns. It provides a central location for businesses to track ad performance, create ad groups, and set budgets.
    Additionally, Ad Manager allows businesses to target ads to specific demographics and interests. When business owners create ad groups, they can specify the maximum amount they’re willing to spend per day on that group. This ensures that business owners don’t overspend on their ad campaigns.
    Ad Manager also offers businesses the ability to track ad performance. This allows business owners to see which ads are performing well and which ones need to be tweaked.

    13. What is Google Ad Manager 360?

    Google Ad Manager 360 is a premium version of Ad Manager that is ideal for publishers with a high volume of ad impressions, more complex advertising setups, and a requirement for advanced reporting and campaign management.
    The minimum monthly impression required to access GAM 360 varies depending on your audience’s geographic location. If you’re in the United States, you’ll need at least 90 million non-video ad impressions per month and 800,000 video ad impressions per month. The threshold impressions for other regions are available here.
    GAM 360 is mostly used by enterprise publishers with elaborated teams to manage ad ops, ad sales, and inventory due to its high impression requirement.
    In addition to the free version, the paid version includes features like more detailed audience segmentation, integration with Google Data Studio, and a new reporting dashboard.
    To provide better end-to-end management, AdManager can be integrated with Google Analytics, AdSense, and Ad Exchange.
    Final Pricing can be negotiated with the Google Sales representative. The final price may vary depending on the number of monthly impressions, additional features, and type of Google support selected by the publisher.

    14. What are the Features of Google Ad Manager 360?

    Google Ad Manager 360, as the name implies, is a Google ad-management platform that allows you to manage your display, mobile web, mobile app, and video ads from a single interface giving you 360-degree control.
    It includes everything you need to monetize, optimize, and manage advertising campaigns across direct and indirect channels.
    Here are some features that makes Google Ad Manager 360 must have:
    • Open Bidding
    • Google Ad Manager 360, as the name implies, is a Google ad-management platform that allows you to manage your display, mobile web, mobile app, and video ads from a single interface giving you 360-degree control. It includes everything you need to monetize, optimize, and manage advertising campaigns across direct and indirect channels.

    • Better Visual Reporting
    • Reporting in Ad Manager becomes more challenging as your ad stack and campaigns become more complex. And as advertisers, we are always searching for better reporting alternatives. Fortunately, Google Data Studio stands out as a viable solution. You can combine Data Studio with Ad Manager 360, store data, and create thorough reports and dashboards that are simple to read and share.

    • Audience Segmentation
    • The ability to gain insights from your ad inventory in Google Ad Manager is a significant advantage. Once you’ve identified your website visitors, you can divide them into different audience segments and target them in Google Ad Manager 360, making our lives so much easier.

    • Advanced Video Advertising Solutions
    • The availability of video ad solutions, among other things, depends on your Ad Manager account. Depending on the level of your GAM 360 account (Basic or Advanced), you can access various solutions, such as video ad rules, dynamic ad insertion, and other interactive ad formats.

    • Multi-currency Support
    • If your demand partners return bids in multiple currencies, using secondary currencies in Google DFP 360 can save you time and money while reducing complexities. Here’s an article that you can refer to understand how multi-currency in the GAM community works in an Ad Manager 360 account.

    • Support for special ad units
    • You can assign specific ad units as strategic or important. In GAM 360, you can label a group of ad units as special. Throughout Ad Manager 360, such ad units are denoted with a ‘*.’

      Remember that when you designate an ad unit as “special”, you must explicitly target it.

      To use this feature, go to Inventory > Ad units > New ad unit. Scroll down to the Special ad unit and check the Enable explicit targeting box.

    • Control over authorization and access
    • The ‘team’ feature in Ad Manager 360 allows you to choose which users have access to which orders, advertisers, line items, etc. For example, if you want to restrict access to native and text ads to team A’s members, you can simply create team A and add all users to it. It is excellent for administrative as well as security purposes.

    15. Google Ad Manager v/s Google Ad Manager 360

    16. Google ads v/s dv360

    ConsiderationDisplay and Video 360 Google ads
    Campaign Managementcentralized control with display and additional visual functionsThe management works independently of the DV 360 display and video activities and structure.
    Tracking data and reportingFloodlight tracking provides centralized data and reporting.For campaign manager impression tracking, separate reporting is required to compare against GPM activity.
    Video InventoryIn addition to YouTube and GDN, you'll have access to premium video exchange and connected TV. Consolidated frequency management and centralized video managementOnly YouTube GDN apps and partner sites are supported.
    ChargesThere are platform charges.There are no platform fees
    New feature and beta accessAccess to new futures is usually delayed when compared to Google apps.Typically, early access to YouTube-only Betas.

    17. Google Display Network v/s Display & Video 360 (DV360)

    Reach – In terms of reach, Display & Video 360 (DV360) is superior to Google Display Network (GDN) since it has access to more exchanges, whereas GDN is restricted to just the Google AdSense network. With DV360, you can reach more consumers on a broader range of websites, increasing the number of people who fit your targeting criteria and ensuring that you appear on the most relevant content.
    Third party data – Many third-party sources are accessible through DV360, allowing you to fine-tune your audience targeting. Google Ads only makes its own targeting information available.
    Creative options – The two platforms provide different creative opportunities because Google Advertising supports text, picture, and video ads. DBM only supports image, rich media, and video ads; it does not support text advertisements. With the use of customizable XML or Google Doc feeds, DV360 enables dynamic remarketing and/or prospecting so you can customize your messaging and brand and ensure you’re displaying the most recent product information from your website. Don’t give up if you use Google Ads; you can still include your Google Merchant Center shopping stream into your dynamic creatives, albeit you can’t leverage all of what dynamic creatives can accomplish.
    Deals – Deals with publishers can be made through DV360. These can give the advertiser access to, for instance, lower or fixed ad display costs, the ability to pre-buy before the open auction, or access ad inventory that is not offered at all during the open auction. Deals cannot be taken advantage of by Google Ads, not even with publishers who use the Google Display Network (GDN).
    Bidding Options – In comparison to Google Ads, DV360 offers better algorithmic automated machine buying capabilities. Additionally, compared to Google Ads, you can independently optimize your manual purchases more broadly. Your bid is automatically adjusted by automatic bidding based on your preset performance goals. It is based on Google’s [top secret] algorithms, which can help you manage your time better by reducing the amount of manual optimization work you must do.
    Video Exchanges – You can buy YouTube video advertising using DV360 or Google Ads. When purchasing with Google Ads, the available formats include in-stream, in-search, and in-display. While with DV360, the available formats are in-display and in-stream formats. With DV360, you can buy video inventory from more than 35 ad auctions, including more premium sites and YouTube, for affordable CPM pricing.
    Opportunities for Targeting – DV360 offers you a more comprehensive range of targeting options than Google Ads. One of the most helpful additional options is determining the percentage of ad impressions that should be shown to page visitors. Without targeting, there is no assurance that a visitor will ever see an ad; however, even if an ad loads at the bottom of a page to which a visitor will never navigate, it will still be recorded in ad management systems as an impression. Google Ads cannot manage or analyze this, not even from reports.
    Data Management Platform (DMP) Integration – The Google Marketing Platform Campaign Manager & Display & Video 360 offers DMP integration for individuals who want to be one step ahead of targeting opportunities. You can create personalized audiences with DMP by combining your first-party and third-party data. These audiences can aid in more precisely targeted campaigns, leading to more remarkable outcomes.

    Ending Note

    So there you have it – everything you need to know about the new Google Ads MCC. This powerful tool is valuable for any business or PPC account manager.
    It’s made for big advertisers or any PPC account manager such as an agency. This powerful tool will allow you to link all your accounts together in one place, easily keeping track of them all. Plus, the MCC will save you time by allowing you to manage multiple campaigns at once.
    So far, we’ve only scratched the surface of what this tool can do for you and your business. Is there anything we missed, or whether there’s anything else you’d like us to cover?
    Please leave us a comment below and let us know what you think.

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    Picture of Avi Kumar
    Avi Kumar
    Avi took the Engineering Route to Marketing. He loves proving that all marketing is Scientific and not black magic. He is obsessed with finding efficient ways of doing things. He started at 17 from improving how to “Holystone” ship’s wooden decks efficiently as an apprentice on ships!