Are you ready to streamline your digital marketing efforts and set up your business for maximum growth? Google Ad Manager accounts may be the answer. Empowering businesses with the organisational platform, dashboard analytics, and digital marketing tools needed to bring together complex advertising campaigns, Google Ad Manager brings together all paid advertising efforts into one coordinated space.
Interested in learning the basics to see how Google Ad Manager can help you get organised and grow? Read on.
The Basic Google Ad Manager Features
As its most simple, a Google Ad Manager account is the best way to organise multiple paid ad accounts–for both your internal team and clients. Bringing together multiple campaigns across industries, clients, and target markets, account holders can better compare their campaign performance, find and analyse helpful data about unique customer markets, and help better organise and consolidate costs on ad spend.
An excellent tool for marketing agencies responsible for their clients ad campaigns, some organisations will still opt for a Google Ad Manager account when marketing isn’t their core product or service offer. Why?
Top-level Google Ads Manager Dashboard
For large Enterprise-level businesses, having a unique breadth of products, services, sales channels, and target markets is an everyday occurrence. If you have an in-house marketing team driving the digital marketing and paid campaign campaigns, they’ll be able to most effectively and efficiently organise and track their projects with a consolidated dashboard–and that’s where Google Ad Manager comes in.
Offering account users a to-level view of all active campaigns, Google Ad Manager offers companies and marketing teams that have segmented campaigns bring their data and costs together. Reducing or eliminating the need to manage campaigns across multiple paid ad accounts, the data delivered through an integrated dashboard is extremely powerful–both for the operating team and end client.
Compare Multiple Campaign Performance
Whether you’re responsible for executing marketing campaigns for clients or work for a multi-departmental company, collating and analysing data across multiple campaigns in Google Ads Manager is incredibly powerful. Bringing together economic insights and upcoming trends that may influence all of the paid ad accounts, account users can compare what works for different campaigns and market segments and leverage the data for them all.
Bring Together Multiple Ad Accounts
Tired of logging in and out of 20+ ad accounts? Instead of trying to run multiple ad accounts with ongoing active campaigns, bring together every client ID and invite users into your one Google Ad Manager account.
Instead of limiting the information readily available to all team members, Google Ads Manager account holders can invite members as needed into their respective campaign portals–meaning, those who need access to their campaign information will have it without making potentially sensitive information available to those who shouldn’t.
Further still, Google Ad Managers can benefit from cost optimisation when bringing together a number of paid ad campaigns into one central space–more on this below.
Consolidate Billing
Interested in achieving maximum cost efficiency? Running a Google Ad Manager account allows for consolidated billing, meaning, you can more easily see where you have achieved excellent ROI and what isn’t worth the money. Further still, you can streamline backend processes for your accounts team by consolidating the billing from multiple accounts and active Google Ads campaigns into one central location.
How to Upgrade to Google Ads Manager Accounts
If it sounds like your day-to-day operations would be significantly streamlined by running a Google Ad Manager account, you’ll be glad to hear that getting set up and running is a fairly seamless process. Differentiated only by the gross number of website visitors gained (on average) per month, users follow a fairly similar process to get their new integrated account online.
Apply to ‘Get Started’ with a Google Ads Manager Account
Most account holders will follow this process:
- Visit the Google Ads Manager page and click ‘Get Started’
- A few basic questions will be asked about the volume of monthly website traffic achieved and whether or not your organisation has a Google AdSense account.
- Where relevant, websites that see over one million visitors per month should follow the steps below. Otherwise–read on!
- Next you’ll be prompted to login to or create a Google AdSense account and answer a few additional basic business questions confirming your geographic location, account name, currency, and accept the Google Ads Manager Accounts Terms and Conditions.
Have more than 1M visitors each month? Check out this slight variation in steps below.
Google Ads Manager Set Up Steps for Websites with Over 1M Monthly Visitors
For websites that see more than one million page visitors per month, the process slightly varies. The new account holder should follow the Get Started prompts on the Google Ad Manager site. A few basic answers to onboarding questions will be required to assess the amount of website traffic you achieve each month–further to that, account holders will need to confirm if they have an AdSense account. Once these steps have been finalised, a dedicated Google Ad Manager representative will contact the users to help with the account set up.
Whether you’re directed to a Google representative or can finalise your account set up on your own, that’s it! You’re up and running. The next major (and most crucial step)–connecting and integrating your multiple paid ad accounts.
Basic Set Up For Your Own Accounts
This is the fun part–bringing it all together. If you manage multiple accounts for your organisation, the following steps will bring each into your new dashboard:
- Click ‘link existing account’ from the Google Ads Manager portal.
- Enter each of the respective Google Ads ID for your multiple accounts. (This can be found in the top right-hand corner of your Google Ads portal and should be a 10-digit ID number.)
- The account owner or ad manager of each respective paid account will receive a request to accept the invite and a link to confirm their place in the new Google Ads Manager accounts.
- On acceptance, the account holder or ad manager of each paid account will be able to choose the level of access for Google Ad Manager holders and users including administrative, edit, or view-only roles.
- On completion, each of the paid accounts will show up in the new Google Ad Manager dashboard.
Running multiple paid ad accounts for clients? Read on to learn more about how to link Google Ads accounts.
Basic Setup for Client Accounts
Integrating your client’s paid Google Ads accounts into your Google Ad Manager dashboard can be done by following the same steps as above–but also require working with each of your client’s to confirm their acceptance and privacy settings.
Why? Because some Google Ads Manager users will be able to access all of the information about each of the connected ad accounts, clients will be required to explicitly confirm their inclusion in the new dashboard as well as identify what type of permission levels should be given to the users.
One great setting? The top ad manager for the Google Ads Manager account will be able to give differ levels of permissions and visibility to each of their internal-team users, meaning, where one team shouldn’t have any access to another team’s client account–they won’t!
To organise this, we recommend creating teams in your Google Ads Manager accounts once they’re set up. (More on this below.) Because some large enterprises will have marketing teams segmented by departments or designated account managers across multiple client accounts that don’t have the permission to access your entire marketing portfolio, it’s imperative to set up the platform so the users who need information can access it while following privacy requirements.
How to Use Your New Google Ads Manager Account
You’re up, running, and looking at a single dashboard of active campaigns and powerful analytics. Congratulations! Now that you’re working from an integrated account, you can:
- Action and track all of the tools used in Google Ads accounts in one, dedicated space;
- Access real-time ROI data about each of your paid accounts, ad revenue, and Google Ads campaigns;
- Look for emerging trends that may influence interdepartmental teams, client accounts, or industries;
- Consolidate your Google account billing for your team.
Among the first steps we recommend you take to kick-off using your new Google Ads Manager account, we suggest:
- Setting up templated reports: For immediate use that can be viewed weekly, monthly, quarterly, or within a predetermined date range.
- Create teams: Within your organisation for ad units, client teams, or interdepartmental marketing efforts.
- Set permission levels: Following the above, some Google ad account users may not need, or have the permission access, all of the integrated accounts pulled into your Google Ads Manager platform. Once your Google Ad Manager has invited users and created teams, make sure that your permission levels are set based on internal policies or client requests.
Learn More About Google Ad Campaigns from Edge Marketing Experts
Edge Marketing is one of Australia’s leading digital marketing agencies on a mission to grow our clients’ brands and help educate and upskill the online community. Believing that every entrepreneur, business, and upcoming brand can further refine and scale their marketing efforts, we strive to deep dive into topics that will both inform and leave readers with actionable insights.
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