In Google Ad Manager (GAM), multiple customer management (MCM) oversees various client accounts from a single dashboard. This setup is handy for agencies managing multiple clients or publishers with several properties. The platform allows seamless account integration, enabling centralized control over ad inventory, targeting, and reporting. Users can customize roles and permissions, ensuring each team member has appropriate access. Furthermore, it supports efficient communication and coordination with multiple stakeholders by sharing performance insights and campaign updates. Managing multiple customers in GAM enhances productivity by providing comprehensive tools for organizing ad assets and streamlining workflow. Are you looking for advice on implementing this strategy within your work, or do you have specific challenges related to customer management in GAM?
Overview of Multiple Customer Management in GAM
Multiple Customer Management (MCM) in Google Ad Manager (GAM) is a feature designed to help manage multiple client accounts more efficiently under a single umbrella. This feature is particularly useful for advertising agencies or media companies that handle ad inventory for various customers.
With MCM, a parent publisher can link multiple child publisher accounts. This setup allows the parent publisher to access and manage the inventory, ad settings, and performance reports of their child publishers from one central interface. It streamlines operations by reducing the need for separate logins and managing data across different accounts individually.
Additionally, MCM provides a more collaborative workflow between the parent and child publishers. It enables centralized reporting, which simplifies financial and performance tracking. The hierarchy of permissions ensures that child publishers maintain control over their data while enabling the parent account to assist with optimization and monetization strategies.
Highlights of Multiple Customer Management (MCM)
Here’s a table summarizing the key aspects of Multiple Customer Management (MCM) in Google Ad Manager:
| Feature | Description |
|---|---|
| Parent-Child Relationship | Establishes a relationship where the parent publisher manages ad inventory or accounts for the child publisher. |
| Manage Inventory | The child publisher delegates inventory to the parent publisher for management. |
| Manage Account | The child publisher grants account access to the parent publisher for management. |
| Reporting | All reporting is shown in the respective networks: child network for Manage Account, and parent network for Manage Inventory. |
| Invitation Process | Child publishers receive invitations from parent publishers to establish the relationship. |
| Revenue Sharing | Publishers agree on a revenue share ranging from 0% to 100% for managed accounts. |
| Account Access | Parent publishers have access to child accounts (except billing info) for inventory management. |
| Trafficking | Parent publishers manage all inventory in the child publisher’s account. |
Key Terms in Google Ad Manager Account Management
Let’s explore each of these concepts more deeply and understand their roles within Google Ad Manager’s multiple customer management system.
Parent Publisher
In Google Ad Manager, the “Parent Publisher” is the central account within a network of connected accounts, known as child accounts. This primary account has overarching control and management capabilities over its associated child accounts. The parent publisher is responsible for setting policies, managing shared resources, and providing a consolidated view of reporting across all linked accounts. Typically, it facilitates streamlined ad operations, ensuring consistency in ad delivery and performance tracking. By acting as the main hub, it simplifies the management of multiple accounts under a single overarching structure.
Invitation Status
The “Invitation Status” is a key metric in Google Ad Manager that reflects the current state of an invitation sent to another user or account. When you want to grant permission or request a link between your account and another, an invitation is sent. The status of this invitation can be “Pending,” “Accepted,” or “Declined,” among other possibilities. This status helps account administrators track whether the invitation has been acknowledged and if the intended link or access has been established. Understanding invitation status is critical for maintaining the intended level of collaboration and management control across multiple accounts, ensuring that all parties are aligned and connected as intended.
Delegation Type
“Delegation Type” refers to the level of access and authority granted to a user or account within Google Ad Manager. The type of delegation determines what actions the delegated account can perform, ranging from full management capabilities to restricted functionalities. Different delegation types enable customized roles and responsibilities tailored to business needs and workflows. For instance, you might delegate reporting access to one account while allowing another the ability to manage ad inventory. Clearly defining delegation types ensures proper governance, preventing unauthorized changes while facilitating efficient teamwork and operations within your account structure.
These components work together to create a flexible and secure environment for managing multiple client accounts, each playing a vital role in maintaining a structured and efficient account hierarchy.
Managing Multiple Child Publishers in Google Ad Manager
When managing multiple child publishers in Google Ad Manager, you typically want to ensure you’re efficiently organizing and overseeing multiple ad accounts. Here are some general steps and tips that might help:
- Linking Child Accounts: Make sure each child publisher account is properly linked to your main manager account. This will help streamline management tasks.
- Reporting and Analytics: Set up regular reporting to track performance across each child publisher. You can use custom reports to get a detailed view.
- Ad Inventory Management: Organize your ad inventory effectively. Use labels and filters to categorize different publishers’ inventories.
- Delegated Scopes: Learn more about using delegated administration to simplify permissions across your child accounts.
- Policies and Compliance: Ensure all child accounts comply with Google’s ad policies. Regular audits can help maintain compliance.
- Optimization: Use data insights to optimize ad placements and formats for each child publisher to maximize their revenue.
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MCM Readiness Statuses in Google Ad Manager
Here’s an overview of the MCM readiness statuses in Google Ad Manager:
MCM Readiness Statuses
| Status | Description |
|---|---|
| Ready | The child publisher has completed all required onboarding steps and is prepared to serve ads. |
| Not Ready | The child publisher still has onboarding steps to complete, such as identity verification or other requirements. |
| Inactive | The child publisher is no longer active, possibly due to the termination of the agreement with the parent publisher. |
FAQs of Multiple Customer Management (MCM)
Here are a few:
MCM (Multiple Customer Management) allows a single Google Ad Manager account to manage and serve ads for multiple clients or publisher partners. It’s particularly useful for third-party vendors managing several clients’ advertising accounts.
Unlike traditional setups where each client might manage their ad accounts, MCM centralizes this under one account. This allows for streamlined processes, consolidated reporting, and easier administration.
Centralized management of multiple clients
Unified reporting across accounts
Easier collaboration with and management of multiple publisher partners
Typically, to use MCM, companies must meet certain criteria set by Google, and an application or request process is usually required.
Onboarding involves linking the client accounts to the manager account, often requiring approval from clients to ensure transparency and control over their data.
MCM enables consolidated and comparative reporting across multiple accounts, helping identify trends and performance metrics across your client base.
