AdWords mangement question

[I, Brian]

I've bought Andrew Goodman's book, and looking to enjoy learning about PPC management.

However, before I start, I'm curious about how a few basics of how the management process is set out.

For example, if I manage client PPC accounts in Adwords, etc, then will I be expected to do this through a single account of my own for all clients; or will I be fine to manage each legal entities account through their own?

Also, I'm presuming it's possible to use software to create keyword-targeted lists for AdWords and general PPC management?

Much obliged for any replies.

[David Wallace]

You can actually create individual accounts for clients and then combine those in a My Client Center function that Google offers. This is a great feature because you can move from one account to another without having to log in and out with separate login info.

I would keep them separate though as it is then easier to control budgets and such unless you are paying Google for all accounts and then billing your individual clients on your own.

As for generating keywords, Google has a built-in Keyword Tool or you can use third party tools such as Keyword Discovery or Wordtracker.

If you decide to manage client accounts via AdWords API, you'll have to register for a developer account and link your client accounts to your MCC. Google limits API access to your developer token, but allows you to manage the linked accounts; has to do with quota allocations.

[andrewgoodman]

Client relationships are so important (and the way you run your business is so personal), that's one of the things I'd probably steer clear of giving too much explicit advice about.

It's fine to manage client accounts either with an individual login they share with you, or using the client center interface to make things a bit easier. There is no "either or" and you could also use multiple client center interfaces.

Currently, there is the headache of all Google AdWords accounts transitioning to a required Google Account login. The documentation available may not fit everyone's particular situation. Rather than giving out wrong answers here I'll just remind you that having access to your client's Google Account wouldn't be a good thing if they actually use it for GMail. Having figured this out, it looks like Google is trying to help agencies & SEM's decide on the best courses of action to follow on a custom basis.

Basically, everyone is mapping out their own situation right now and getting advice from Google staff as to the best fit for them. I encourage you to ask questions, get second opinions, etc., to minimize headaches for you and your clients.

[I, Brian]

Thanks for the replies - much appreciated. I'll play by ear and see how things develop.

[AdWordsRep]

Also, I'm presuming it's possible to use software to create keyword-targeted lists for AdWords and general PPC management?

I just wanted to weigh-in briefly on the question of keywords - a subject about which I am somewhat passionate (and opinionated!)

In my opinion, all the various keyword tools you will find out there have their value, and are well worth using in an informed way. However, in my opinion, the best place to start looking for keywords is within your own knowledge (or your clients knowledge) of who the target customers are, what they're looking for, why they're looking for it, how potential customers of various levels of sophistication might search for the same thing, and so forth.

Also, don’t forget to make use of the sites to which the advertisements link. They are likely to be absolutely filled with targeted keywords.

By the way, when you do use keyword tools, never use all the words they return. Instead, make an informed choice about which words are highly relevant, and which are not. The words which are not relevant should become 'negative keywords'.

Hope that helps a bit. Well chosen keywords are absolutely critical to an advertiser success - and (again, in my opinion) using carefully targeted, highly relevant, multi-work keywords is the way to go.

I'd also avoid the very general, single-word, keywords which seem very attractive to many newer advertisers. They'll usually give you moderate results at best - and at worst, endless frustration.


AWR