Google has made some changes to its My Client Center (MCC) for agencies that allow up to five different MCCs to be linked to a single AdWords account. The new feature, called multiple links, is meant to allow a variety of entities — agencies, SEMs, API developers and others — working for a single client to all manage the account.

The multiple links feature also means that Google will no longer distinguish between UI/API and API-only links, which means this option will disappear when you link a MCC to a child account.

It’s important to note, however, that there’s still only one active budget at a time. And each budget can only be associated with one Manager Defined Budget which is, in turn, only associated with one MCC. So, coordination between agencies will be important.

The same coordination, and clear definition of roles and responsibilities, will be critical because any of the MCCs attached to an account can make changes, raising the possibility of one agency making a change that is reversed by another.

To answer agencies’ questions about multiple links and optional-login accounts, Google will be hosting a webinar on Wednesday, June 8. Register here with the event password googleMCC.

Related Topics: Channel: SEM | Google: AdWords

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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