Information Technology Reference
In-Depth Information
Figure 3.5
Paid search engines setup
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Google MCC
The Google My Client Center (MCC) is a placeholder for handling multiple Google AdWords
accounts. MCC is typically used by larger advertisers with more than one account and for third-
party agencies, such as search engine marketers (SEMs), search engine optimizers (SEOs), and
automated bid managers (ABMs). You can think of MCC as an umbrella account with multiple
AdWords accounts (a.k.a. managed accounts) linked to it.
Google AdWords API
The Google AdWords API lets developers build applications that interact directly with the
AdWords platform. With these applications, advertisers and third parties can more efficiently
and creatively manage their large or complex AdWords accounts and campaigns.
note that it is of the utmost importance that you align the currency setup of the
paid search engine account with the actual currency in the account, as you otherwise
might apply discrepancy to the data collected and consolidated later.
Before thinking about collecting the actual campaign information, let's move on
to another setup—creating campaign categories.
Creating and Managing Campaign Categories
Our discussion of this feature is not really of much value unless you run 50 or so cam-
paigns or more. First of all, Yahoo! Web analytics provides native categorization of
your campaigns, as described in the earlier section “types of Campaigns.” this native
categorization is more than adequate until you reach 50 or so campaigns, unless of
