A Starter Guide to Google Ads Manager Accounts

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Managing multiple Google Ads accounts is hard enough to keep track of when you log in from one account to another. But Google has provided a tool where you can manage your accounts using a Google Manager account.

Generally, a Google Manager account is ideal for agencies, multiple collaborations with other brands, or if you have numerous clients who need to attend to their campaigns. This article will teach you all you need to know about the Google Ads Manager account.

What Is a Google Ads Manager Account?

With a single login in your Google Ads Manager account, you can manage all your other individual Google Ads accounts in one location. You can access other Google Manager accounts and their clients or projects by linking other Google Manager accounts with an existing one.

Thus, having access to other individual Google Ads accounts, you can simultaneously create your reports across those Google Manager accounts.

Later, you’ll see additional features, including managing and accessing multiple Google Ads accounts, generating reports, and optimizing efficient billing and testing ad campaigns.

What Are Google Ads Manager Accounts?

Google Ads Manager accounts are dashboards that allow you to manage multiple Google Ad accounts all in one place.

Rather than logging in to lots of different ad accounts with separate usernames and passwords, Google Ads Manager puts everything in one place, making it more convenient to manage your ads.

Originally called My Client Center, Google Ads Manager provides many benefits to organizations with complex marketing needs. You can:

Why You Should Use Google Ads Manager Accounts

If your business requires access to multiple Google Ad accounts, then a Google Ads Manager account can significantly boost your efficiency. Here are a few benefits of using this tool:

Save Time

Logging in and out of accounts takes time, and it also means you don’t get a complete picture of the data. The more information you have at your disposal, the easier it is to optimize your ads, and with a Google Ads Manager account, you bring all of this data together in one central place.

Improve ROI

Running paid ads is all about return on investment. If you’re not getting the proper return, then there are other digital marketing strategies you could be focusing on. According to WebFX, the average small and medium-sized business spends between $108,000 and $120,000 per year on PPC. Google Ads Manager can help ensure you’re making the most of your ad dollars.

Who Should Use Google Ads Manager Accounts?

Google Ads Manager accounts are ideal for businesses that run multiple ad accounts. A notable example is advertising agencies, but this also applies to companies of all sizes that utilize a significant amount of PPC.

Ads Manager Accounts are particularly useful for marketing agencies because you can seamlessly integrate with clients’ accounts.

This makes life easier, but it also makes the data much more powerful. If you have all the insights from 100 clients in the same industry all together in one place, it’s much easier to identify where campaigns are going well or where there’s room for improvement.

Plus, this type of account enables clients to share access to their Ad accounts securely. The client doesn’t have to share their passwords or bank details, and they’re still able to make changes to the account or unlink from the manager account if they wish.

While marketing agencies are most likely to be running paid ads on a scale where they benefit from Google Ads Manager Accounts, there are also plenty of other companies that run multiple ad accounts.

Large companies with multiple departments may have separate marketing teams running their own Google Ad Accounts. Although it’s essential to create marketing that is specific and targeted, which multiple ad accounts enable, you also need to have a clear view of the big picture.

Bringing your accounts together under Google Ads Manager allows you to combine the individuality of segmented marketing with the benefits of greater oversight and analysis.

How Many Ad Campaigns Can Be Used in Google Ads Manager Accounts?

The more Google Ad accounts you need to manage, the more Google Ads Manager becomes beneficial. While you can have up to 20 Ad accounts on one email, Google Ads Manager makes them much easier to manage, and beyond 20 accounts is almost a necessity.

No matter what type of campaigns you’re running, you need to have oversight so that Google Ads Manager can be beneficial.

Here are some campaigns where Google Ads Manager can make a difference:

Google Ad Campaigns With Multiple Collaborators

Large paid advertising campaigns often have multiple collaborators, including managers, paid ad experts, and team leads. All of these people need access to the account, but you don’t want to share passwords and grant unlimited access.

If you’ve got hundreds of campaigns, you want people to have easy access to the parts they need without having to share sensitive non-essential details.

While a regular Google Ads account allows you to do this, it’s very time-consuming to update permissions on multiple accounts constantly. Instead, Google Ad Manager will enable you to share access securely from a central point.

When you manage multiple ad campaigns and have multiple stakeholders, Google Ads Manager is a great way to smooth out the process.

Google Ad Campaigns Targeting People at Different Points in the Sales Funnel

One of the main benefits of paid ads is the ability to target particular groups of people. When you run an ad on Google, you’re not just putting it out there and hoping the right people find it; you set specific parameters that ensure your message reaches the right people.

For example, you might segment your audience based on where they are in the sales funnel. When you do this, though, you’ve got to be highly organized to optimize each stage of the funnel.

When data is spread across multiple accounts, it’s almost impossible to track performance across segments. You need to quickly access all your campaign data and make changes based on specific insights. To do this, you need everything to be in one place.

This presents a significant opportunity to stand out, as 76% of marketers aren’t utilizing behavioral data to target customers with relevant ads.

Google Ad Campaigns Where Analytics Overlap

The key to optimization lies in analytics, and when you have data from hundreds of campaigns all in one place, you’re much more likely to gain those crucial insights you need.

Most of your ad campaigns will have some similarities. Maybe they target the same audience, they’re in the same niche, or they target the same point in the sales funnel.

While every campaign should be unique, there’s also a lot to be learned from comparing similar campaigns.

When you have all your analytics in one place, you can use them to spot trends you otherwise wouldn’t be able to see.

For example, you might have 20 different campaigns all targeting people at the decision stage of the sales funnel, and one is performing exceptionally well. Even if your campaigns are in entirely different industries, you can use the data to isolate why that one campaign is doing so well and find ways to implement it in other markets.

The more data you have, the more useful it becomes, and Google Ads Manager allows you to bring all your analytics together in one place.

Google Retargeting Ad Campaigns

Retargeting is a handy tool for marketers, and Google Ads Manager makes retargeting even more powerful.

When people click on your ads and visit your website, they’re added to your remarketing audience through browser cookies, allowing you to target them with exact ads. People who have already visited your site are more likely to become customers, which can be a great way to boost your ROAS (return on ad spend).

Need help setting up retargeting ads? Here’s my A to Z on setting up your retargeting with Google.

Google Ads Manager helps you better utilize retargeting data by allowing you to leverage all the hard work you’ve done on other campaigns. For example, if one specific type of audience or ad works well in one vertical, you can test it in others.

How to Set Up and Use Google Ads Manager Accounts

Setting up a Google Ads Manager account and linking all your ad accounts is simple, and it might make your life a lot easier.

Head to the main Google Ads Manager page and click “Get Started.”
Answer a couple of quick questions about the number of page views your website gets and whether or not you have an AdSense account.

If your website has more than one million page views per month, you’ll be directed to get in touch.

Google Ads Manager Account contact form for websites with more than 1 million views

Fill out the contact form with information about your business.
A Google representative will contact you to assist with your setup.

If your website has fewer than one million page views per month:

Create a new AdSense account or sign in to your existing one
Name your account
Select what you’re using your account for
Choose a timezone
Select the currency you want to use for your campaigns
Accept the terms and conditions
Click on save, and you’re ready to go

Once your Google Ads Manager account is ready, you can start to link your ad accounts or those of your clients:

Click the link existing account (next to create an account).
Enter the client account’s Google Ads ID (this is the ten-digit number in the top-right corner).
The client account will receive a request to link to the Ads Manager in its account.
The client account needs to accept the request.
The client account chooses the level of access it grants: administrative, edit, or view.
Once the client agrees with the request and grants you administrative access, you can manage that Google Ad account.

It only takes a few minutes to set up a Google Ads Manager account and link as many Google Ad accounts as you wish, but it can save you a whole lot of time when it comes to managing your paid ads.

Conclusion

Google has made it easier for you to navigate multiple Google Ads accounts with a manager account.

Features such as consolidating billings, generating reports, and bulk actions on your Google Ads Manager account have a simplified user design. However, other features may be a bit complex to understand, such as testing your ad campaigns.

With such complex features, you must know further about test objects, a development site, and ad tags. But all in all, the Google Manager account is convenient since everything is in one place! Please make the most out of Google by boosting your search engine rankings using its other platforms and features.