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Google recently announced they have launched a new My Client Center (MCC) feature enabling multiple MCCs to link to one AdWords account.
The new feature allows up to five MCCs to link to an account, what’s more there is now no distinction between UI/API and API-only links.
What is an MCC?
An MCC is a feature of AdWords which enables multiple AdWords accounts to be accessed and managed through one place. This is an absolutely must for agencies with multiple clients, or for individuals who run multiple businesses.
Previously AdWords only allowed two MCCs to connect to an AdWords account. One of these had to be ‘User Interface and API’ and the other ‘API Only’ – this meant the first variation ‘UI/API’ was for one user to manage the account, and the second variation ‘API’ allowed third parties to access the account only through the API.
Changes to access settings
Making all five MCC connections default the UI/API access means now you can have multiple account managers accessing and linking to the account at the same time, and they can either just use the API access or through the user interface as well.
When you choose to link an account you will no longer see the radio button to distinguish between the access type, all will state “UI and API”.
How will Billing change?
For those who use API access you will be aware of the separate billing which occurs for API calls. With the new settings there is the potential to have multiple costs occurring here which has an implication on charges. The end result is that AdWords accounts will continue to have one active budget which belongs to the MCC what created an MDO (Manage Defined Order) for it.
What Implications does this have?
With multiple MCCs being able to access one AdWords account there is the risk of changes being made which will conflict with each other.
From an owner’s point of view this does mean more users will have access to the account. With all MCC access set to Administrator level ensure you are confident the individuals who have access to your AdWords account know what they are doing!
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.