Advanced Pay Per Click (PPC) Program

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Account Settings and UI Walkthrough Tutorial

Welcome to the thirteenth lesson ‘Account Settings and UI Walkthrough’ of PPC Advertising Tutorial which is a part of Advanced Pay Per Click (PPC) Certification Course offered by Simplilearn.

In this lesson, we're going to do a walkthrough of Google AdWords account, how to navigate the adwords account, and where everything sits.

Let us now look at the objectives of this lesson.


After completing this lesson, you will learn:

  • Why you should create a new email address to manage your PPC accounts

  • How to set up access levels for other users of the PPC account

  • Which notification settings to use and why

  • Why PPC account structure is so important

Types of Accounts

There are two types of high-level accounts. They are:

My Client Center (MCC)

This is a place where you can link multiple accounts together. My Client Centers are really useful in two cases:

  1. You're an agency, and you're managing accounts on behalf of third parties

  2. You're a really big company, you need multiple accounts for segmentation reasons or other reasons, and you want a single interface to log into that'll navigate between your accounts.

If you're a single account owner, you don't need a My Client Center. It's just another level of access between all the accounts. Now with the My Client Center, when you log in, you can see a list of all the accounts.


Note that this is just a demo My Client Center and AdWords account. So there is no data in here, this is just for illustration purposes.

In the MCC, you would list all of the different clients you could see at the alerts, the overall conversions and how they're doing in the data range. Also, you can set up your account access. Now account access something that's not valued enough.

A lot of advertisers have a login and a password, and they share it between different users, that's a mistake. By using different logins for each, it gives you better security. If someone leaves the company or you don't want them to have access, you just disable their access.

There's another tool inside of AdWords called the My Change History tool, and it shows you what log in made a change. So if everybody has their login, you can see who's doing what within the google adwords account as well.

Access Levels to Google adwords account

There are a few different types of access levels that you can have. You can see them in below image.

different-types-of-access-levelsNow let us look at each of the access types.

Administrative access

In MCC, My Client Center has administrative access. This is someone who can add and remove other users. So be careful of who has this because everyone with admin access can remove any other person.

Standard access

Standard access means they can do anything in the adwords accounts. Make changes so forth; they just can't add or move users.

Read-only access

In read-only access; they can view data, they can't make any changes.

Email only access

Email only access which essentially lets users get reports or things emailed to them, notifications, but they can't log in.

Single and Multiple Accounts

With a My Client Center and with your actual accounts, you can choose if you want specific reports on that we sent to you such as Reports, Newsletters, Special offers, etc. as shown in given below image.

single-and-multiple-accounts-in-mccIf you've got a lot of accounts, use a My Client Center. If you don't then you're going to use an individual account as shown in the below image.

individual-account-in-mccIf you've got just one account, you'll start with is a primary overall interface and so the way that the interface works. It's straightforward. You have on the side the amount of data you're looking at.

First all campaign, then a single campaign and finally an ad group within a drive. So this is the amount of data you're seeing.

Across the top, we have the type of data, campaigns, ad groups, ads, keywords, so forth. That intersection shows us the screen population, and then the stats are based upon the date range you're looking at.

Between the amount of data, the type of data and the date range you can then customize the information you're seeing. The next thing that we will look at is campaigns.


We've looked at all the campaign settings previously. Let's make sure how to manage all the information and how to handle our campaign options because this dictates your overall targeting for all the Ad Groups within a campaign. You can see it in the given below image.

campaign-chicago-product-and-servicesSo first you need to go to settings and you can see campaign settings. Now first off, we have campaign name. It is very useful to use a descriptive name for the campaign, such as products or services, or product line one or what the overall targeting is for the campaign.

campaign-settings-chicago-product-and-servicesThen the geography, whether it's a city, a country, your global geographic targeting and then if it's a search or display campaign, we do want to segment them. So our campaign name is just descriptive, it's for you.

It was more useful to use a descriptive name over campaign one, campaign two, campaign three, where it's harder to take a quick glance at the campaign name as you're in your Adgroups seeing what the overall targeting is. So next we have our type of campaign.

Type of Campaign

Now, this is where you don't want to combine Search & Display. We want a search campaign or a display campaign. So that way, we are segmenting out users based upon the behavior type.

So this happens to be a search campaign, and beyond that, if it's a search campaign, you do have network options.

This option doesn't exist for display. With our network options, this is if we want to include search partners or not which is on by default. This is like, and so forth through other search engines.

Now, in the next section of this lesson, we are going to look at the Campaign Settings.

General Campaign Settings

In Campaign Settings we have:

  • Devices

  • Locations

  • Languages

  • Bidding and Budget

  • Delivery method

The general Campaign Settings can be shown in the given below image.



This is where we'll get into mobile bid adjustments in just a moment.


In this case, say we're targeting the United States, Illinois, and Chicago. It's easy to edit, and we are going to remove these for a second to make a point when we get to our location bidding options. So, let's go ahead and save this right now to the United States.


Again, language is based upon the user interface; Google doesn't translate your ads. If you want to target English speakers in the US, then choose English. If you're going to target English and Spanish speakers In a country, then you'd want to choose both.

This, of course, depends on the country and where you're targeting, what options for languages you were going to choose.

Bidding and Budget

This is where we determine, how we're going to set our bids. So we have manual bidding, which is just set your max CPC, search campaign, you'd set your max CPC's by an ad or per keyword. If it's a display, you can set CPC's at ad group levels, placement levels, and quite a few other places.

Now, with the second option, AdWords sets your budget to maximize clicks within your budget. This is budget optimizer where you tell Google, as long as you don't bid over $5, and always set a cap here. You're not required to but always set a cap.

Get the possible clicks. So, this is where Google is just trying to serve your ads, to get the most traffic. Now, If you're studying manual bids for clicks, but you want some better assistance, then you have enhanced CPC.

So these two work together to try to adjust your bids automatically, based upon the likelihood of conversions.

The conversion optimizer which this is a test campaign, so it doesn't have the minimum number of conversions. So it's not an option. If you have at least the minimum number of conversions, then you could use conversion optimizer.

If we have our budget, we can decide how much per day we are willing to spend.

That's again, a campaign setting. If we want, we can use shared budgets, which is in a different section, to use one budget for multiple campaigns.

Delivery method

This is how fast Google serves the ad. They can be:

  • Standard: They're going to rotate the ads throughout the day. ’

  • ​​​​​​Accelerated: They're going to try to serve ads as quickly as possible, to reach your budget.

So, beyond just our campaign settings, we have bid adjustments. So if we go to locations, we can set a bid adjacent by a location. So this is it sees-full, to look in the dimensions tab which we'll get into a little bit.

To see your conversion rates and CPA's, by different locations, the issue here is if you go to dimensions tab and see, that San Diego is much better than average and want to bid higher for San Diego.

You haven't selected it as a location individually, so it's not in bid adjustments. But you have to go back to all settings, go down to places, then you can add San Diego in here, click the add button.

To make a point, let's also put in California, which San Diego is in California. So now, go back to locations, and say you want to bid San Diego 30% higher and for California which better than average, bid 15% higher. You would use your data for dimensions tab, to get into this.

So now what happens is, if someone's in the US, but not California or San Diego, base pits are used. If someone's in California, but not San Diego, California bit is used.

If the users are in San Diego, then San Diego bid adjustments used. So, Google looks at the most specific area for a user to determine the bit adjustment. So, if you have a lot of areas you want to make bid adjustments for, you have to add them all as areas.

Now, next, we will discuss ad scheduling.

Ad Scheduling Settings

This is where, at a base level, you can turn your ads on or off. So we could go to edit ad schedule, create a custom schedule as shown in the given below image.

scheduling-settings-at-base-levelLet's say we're only open from Monday to Friday from 8 AM until 5 PM, and that's all we want to run our ads. We can tell Monday to Friday, and that's where we're running now.

Let's say we start digging into the data and we realize that Mondays between noon and 3 are just amazing. We want to set our bids even higher.

Now, if you go back to edit ad schedule and we try to add only Monday, again from noon until 3 PM, and we try to save it, we can't, because of the areas after Monday overlap.

o what we have to do is say, this is going to be from 8 until noon on Mondays. This ad schedule is noon until 3 PM on Mondays. And then we'll add one more that's going to be Monday from 3 PM until 5 PM.

So now we're still running the entire time on Monday from 8 to 5, but we have three different settings. So we may say, 8 to noon's our base bid, noon to 3 is just great, we want to bid 45% higher in that time frame. Then back at three o'clock, we're back to our normal bid adjustment.

So now if it's noon to 3 in your account's time zone, then you can go ahead and set your bids automatically. So to see your account time zone, it's not listed down here. Sometimes it has been, sometimes it's not. But go back into your overall account settings, and you can see your time zone.

Our final bid adjustment is a device. So with the device, we can set our bid adjustments for mobile devices. So if you don't want to be on mobile at all, you can increase your bid by 100%. If you want to be on mobile, but mobile is not working, you can decrease your bid by 20%, which is what is currently recommended.

If you find mobile is perfect, and a lot of local businesses find mobile better than desktops, you can raise your bid by 25%. Now, at this point, we have bid adjustments for locations. We're bidding different by California and San Diego. We have an ad schedule bid adjustment, and we have a device bid adjustment.

So this is where if you look at the bid adjustment calculator, we can choose our options and say, San Diego's 30% higher and Mondays are 45% higher, and the device is mobile, final bid adjustments 136% in this particular case.

So we want to make sure that between all your bid adjustments, you haven't set some huge number.

So with your overall settings, this sort of lets you quickly see per campaign how all your settings are set up so you can change, whether it's search or display, you can do your segmenting by locations, by ad schedule, set up bid adjustments by devices.

This dictates and flows down to how all your ad groups within that campaign are set up in the overall targeting options.

In the next section, we will look at all Online Campaigns.

All Online Campaigns

Often, we end up with a lot of different campaigns. If you go to All online campaigns, and then Settings, you can quickly see all of your settings in a single interface for all of the campaigns. The overview of this is shown in the given below image.

all-online-campaigns-and-settingsNow, once we start working on accounts, we often end up within ad groups, and so we can click on the Ad Groups tab and choose a single campaign.

Now we see the ad groups within that campaign, and then if you want to change our CPCs, many of these items you can click on and change them in the interface.

So, it's easy to make quick changes. You can't set a bid larger than the budget; it's a nice feature since it's a demo campaign. It's just set with a daily dollar budget, and so what we've focused on in a lot of videos to date is segmentation at the ad group level of the keywords and ads.

If we look at this campaign, this was for a carpet cleaner; We have area rug cleaner, carpet cleaner, a basic ad group, carpet deodorizer, carpet protection, commercial carpet cleaning. They're granular, and if we pick one, we'll pick pet odor and stain removal.

Someone who searches pet odor and stain removal wants to see an ad that talks about pet odor and stain removal. They don't want to see carpet spot removal; they searched for pet odor.

Now, when we look at our keywords, and we look at our ads, they should be all targeted right around, in this case, the ad group names.

The ad groups are very specific, and that keeps the keywords and ads closely related, which increases click-through and conversion rates. If we look at our Pet Odor & Stain Removal and we look at our keywords.

They're all about rug pet stain removal, pet stain removal, rug pet odor removal, so all the keywords are really closely aligned to the ad group and then the ads are closely aligned to the ad group as well.

Pet Odor Stain Removal, Pet Odor Stain Removal, and, of course, you don't always have to have the actual keyword in the ad.

This is a demo account, but, when you think about segmentation, that's where the hard work comes into play.

If you ever want to know the status of something, there are conversation icons located throughout the interface you can hover over, and it tells you if the ad is running or not running, and so forth.

In this case, the ad is not running because it's a demo account, so you don't have billing details.

An as the URL when used, so it's been disapproved, but if it were an active account, and for some reason, it was not approved, you would be told why here, same for keywords. Go to our Keywords tab; we can hover over the icon.

It will tell us if the keyword is being displayed or not. Now we've made mentions in previous modules about search query data. The keyword is what's in your account; a search query is what someone typed into the actual search engine. If you're on the Keywords tab, it doesn't matter.

This is, again, the amount of data you're looking at, and you choose keyword details, see either selected terms.

If you wanted a keyword, you could see selected terms, or all the terms, then you will be displayed with the actual words that someone typed into the engine, so this is how you can see the search query data.

Now, let’s discuss placement data.

Placement Data

If we go to the display network tab as shown in the image below, we can also see the actual site where our ads were displayed.

automatic-and-managed-placements-in-placement-dataSo automatic placements are placements where Google has placed you across the display network based upon your keywords or topics or the targeting methods that you've used.

They've matched you to certain pages across their display network. Managed placements are placements that you have chosen to be on. So managed placements are ones we set, we want to be on these actual pages.

So this is a demo account, but we've added managed placements, hence why you have ones here because I've chosen these specifically. Where this account hasn't spent any money yet, so of course there are no automatic placements yet because Google hasn't had a chance to place anywhere.

If we go into an ad group and we hit change display targeting. This is where we can always collapse these columns to be able to view everything. This is where we can see the targeting the Venn diagram of where we are being displayed across the display networks.

So, your campaign settings are global settings for all the keywords, whether it's search or display or you're being placed. You can manage your display targeting at the ad group level.

So we could add keywords, we could add our placements, and each ad group could add a different targeting type to it.

Let us now understand how we can customize the data.


Beyond the basic data that's displayed, we can always go in and hit the Columns button and customize the columns that are being displayed. This is shown in given below image.

customizing-the-data-in-adwordsSo we might want to see conversion data. If we want to see conversion data we can go ahead and add the columns. You’ll see they've been added.

If we have certain columns we don't want to see, then we can remove them. We can drag and drop the order around so that they're in specific orders we want to see them, and then Apply the data, and now the information is in a different view state. So, all the tabs you can customize the columns of what's being displayed.

If you want to get more granular data, we'll get into a lot more how to use this in a future module, but we can always segment the information.

We can segment it up by a time range, conversion type, devices, so mobile versus desktops and some of the different levels of the account will have different segmentation types.

So if we go back to all of our campaigns, we have different segmentations, whether it's top versus side, the network types, etc. So when you want to customize data, the settings are handy.

If you want to get into really granular data, the Dimensions tab holds data by time frame, by your reach and frequency.

Geographic data is good to look into. If we see certain kinds of we want, we can hit the Download Report button, and whatever's on the screen, we'll go ahead and download.

We could segment the output if we wanted to as well. And then we'd have a file which we can use to examine the data.

By default, it's an Excel or CSV file. But, if we're sending this to a client, we can download a PDF of information that can be emailed. So, then you can download whatever you've looked at, which is, the tab, the date range, and the amount of data, and then you can download it.

So that's the basic walk of how the account works.

What you want your Google Adwords Account to accomplish?

When you're thinking through what you want your adwords account to accomplish through, what you need to make sure you are using is conversion tracking. So if you go to Tools and Conversions, here's what we can create a new conversion type as shown in the image given below.

create-new-conversion-type-in-adwordsSo we're going to create the new conversion, and then, on the next page, we can choose a category. So this is a purchase sale, a sign-up, a lead, etc. Page security level by default it's HTTP. That's a nonsecure page.

If you're an e-commerce company and you have an SSL on your thank, your page, or you have a high-security level, make sure you chose HTTPS for secure for the script.

You then either have to put a graphic on the page that shows Google site stats, immediate feedback, it goes to the privacy policy. You can not add the notification and then adjust your privacy policy.

Also, we can add what our conversion value's worth. That way when a conversion happens, it will get passed back to our Google AdWords account that this keyword led to eight clicks and $20 in sales.

We can either email this to somebody, or we can go ahead and get the code ourselves, and this goes in the thank you page.

Demo – Monitor Your Conversions

So now that we have conversion tracking in place, we can always see what web pages a conversion is taking place on to make sure that it is being filtered correctly.

Also, if we link our Google Analytics account to our Google AdWords account, which this is a demo, so it's not here, there's a button to import from Google Analytics.

monitoring-your-conversions-in-adwordsYou can take a Google Analytics goal and use that as your conversion type inside of AdWords as well. So you could use the AdWords script or a Google Analytics goal. Now to do that we need to go to My Account.

So in your Google adwords account, you have access just like the My Client Center. So this is the same sort of thing to invite users to give them an access level. There is no admin access for an individual account because that's add removing users.

Standard access is everything, read-only, email only, the other options. If we go to Linked Google adwords accounts, we have Google Analytics.

So then if we have the same email login for our Google Analytics account, or at least our Google Analytics account has a user, which is the same login as our Google account for AdWords, we can then link our Google Analytics account to our Google AdWords account.

We can see a lot more data inside of AdWords, and our AdWords data is also put inside of Google Analytics for more data analysis.

In the next section, we will look at some more options in Google AdWords.

More Options

Few options in Google Adwords account are:

  • Billing Information

  • Tools and Analysis

Billing Information

The other tab you have in Google AdWords is billing information.

google-adwords-billing-information-optionAs we are looking into a demo Google adwords account so that it won't have billing. There are a few other tools that exist as well, most of these we've looked at through previous modules.

Tools and Analysis

Keyword tool: The keyword tool is a good place to get keyword ideas.

Traffic estimator tool: This will let you estimate what traffic will be in a network, a language, and a location.

The placement tool: The placement tool is what we use to find new placements.

So with quick and easy tools to use, just make sure the first one you set up is conversions so that you can do conversion tracking.

Now that we see this interface, when we want to add stuff, remove stuff, make changes, it's really easy. We can go to our ads tab, we can say create a new ad, and we can also choose our ad type. We can go to the Keywords tab; we can add new keywords.

The interface is pretty simple to use once you get the basic idea of the amount of data, type of data, and date range.

Once this is set up, and you've got conversion tracking in place for getting stats, log in to the Home tab. This is a place where you can get a quick snapshot of, there are any alerts that are going on, here's overall performance data, and you can customize what modules you see here.

So that you've got a quick snapshot of your adwords account to either find issues or see places where you're doing well. Then drill down into the specific campaigns, keywords, ads, so forth, to go ahead and make good decisions inside the adwords account.

The last thing to note is that if in our modules, we ever show a tab you don't see, the silver icon will show you additional tabs which are not displayed by default.

So ad extensions are additional items we can add to our ads, such as locations, calls, site links, etc., to spice up the ads and get more data into the ad from the adwords account.

We will now look at the Microsoft adCenter.

Microsoft adCenter

Microsoft adCenter is fairly similar as well from a layout standpoint. It is shown in the image given below.


You have your home tab which is a dashboard; you have your campaigns. Within a campaign, you have ad groups. So you can click into a campaign, see the ad groups within that campaign.

When you click on an ad group, you can see your keywords in one tab, your ads for that keyword in another tab. So the overall layout of adCenter is fairly similar to AdWords. You again also have your PPC account and billing information and other tools which we'll look at in the future.

So now that we've looked at all the settings, just the reminders we need to think about in regards to the structure are.

PPC Account Structure

PPC Account Structure is shown below.



At the account level, which is your global settings, you have Billing, contact information, notifications, time zone, linked accounts, etc.


At the campaign level, which is our targeting and budget options. So, within your campaign, this is really what you dictate if you're on search or display, bid adjustments you're using, the geographic's, your targeting.

With any campaign, we have our ad groups which our keyword ad copy combinations and the ad groups are dictated by how the campaigns are set up.

So, now that you're looking at the walkthrough, and looking at the overall structure.

You should be able to determine then based upon what you want to accomplish, how you need to structure your campaigns and then aggregates within the campaigns so that you can reach the goals you're trying to accomplish with your PPC accounts.


Let us summarize what we learned in this lesson:

  • By using different logins for each account, it gives you better security.
  • It is very useful to use a descriptive name for the campaign.
  • With quick and easy tools such as the placement tool and traffic estimator tool, make sure the first one you set up is conversions so that you can do conversion tracking.
  • With any campaign, we have our ad groups which our keyword ad copy combinations and the ad groups are dictated by how the campaigns are set up.


With this, we come to an to this Account Settings and UI Walkthrough lesson. In the next lesson, we are going to look at Campaign Settings, Part 1: Location and Language Targeting.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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