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Navigate and organise your manager account

Understanding your manager account tabs

Your manager account dashboard makes it easy to view a wide range of account statistics and information for all accounts directly or indirectly linked to the manager account. At the top of your manager account, there are three main tabs: Accounts, Campaigns and Reports.


If you have a very large number of accounts in your manager account, some of these features may not be available yet.

Guide me: New manager account features

Click the "Guide me" button below to go to your manager account and be guided through each new feature.

Guide me

The "Accounts" tab

The “Accounts” tab has three sub-tabs: “Performance”, “Budget” and "Admin". The “Performance” sub-tab lets you review performance metrics across all of your managed accounts. From the “Budget” sub-tab, you can access relevant billing information and account linking. The "Admin" tab lets you view and manage your account structure in one place.

The "Performance" tab

You can add more statistics columns to the "Performance" tab by clicking Columns, then Modify columns.

With the “Direct manager” and “Account” columns, you can quickly identify who’s managing the accounts listed. If you have a sub-manager account linked under your manager account, you can check your "Performance" tab to see all or only directly linked accounts by using the "Accounts" drop-down menu. The “Account labels” column lets you view and sort accounts by the custom account labels that you’ve created.

Just as you do in your managed accounts, you can also use the date range selector to limit or expand your view of account statistics to a particular time period that you choose.

Note for accounts managing multiple currencies

If you manage accounts with multiple currencies, all currency-related columns (such as "Cost" and "Avg. CPC") are sorted first by currency type, then by amount.

The "Budget" tab

The “Budget” tab displays relevant billing information to help you keep track of spending for all of your managed accounts.

Even if an AdWords account is linked to multiple manager accounts, only one budget can be active at a time. You determine which account is to be billed by setting up a “billing account” in your managed account. A billing account can be used to pay for multiple AdWords accounts. Find out more about setting up billing for your manager account.

Here are the available columns for the “Budget” tab. Some appear in the table by default, others youl need to add by clicking Columns, then Modify columns.

“Budget” tab column name Description
Budget columns  
Payments account The account to which the AdWords account’s costs are accrued and billed
Payments profile Contains the unique number assigned to the legal entity that will be billed for the managed account's costs. 
Purchase Order The number of the purchase order associated with the managed account, which appears on each invoice
Payment setting How the managed AdWords account is billed. Billing method options depend on the country where the AdWords account's billing address is located and the currency chosen. In most countries, you’re automatically charged after ads run (automatic payments). In a few countries, you have to fund your account before ads can run (manual payments).
Account Budget The spending limit specified by the budget for this managed AdWords account
Remaining account budget The amount of spending power left in the managed account’s budget
% spent The percentage of the managed account budget spent to date
Start date The date that the account budget was initiated
End date The date that the account budget is scheduled to stop. If no date appears, the account budget is set to run indefinitely
Total daily budgets The sum of all total daily budgets or total daily shared budgets for all active campaigns in this managed AdWords account
Account information columns  
Account name The name assigned to the managed AdWords account
Company name The name of the entity associated with the managed account
Account type Indicates whether the managed account is an AdWords or AdWords Express account
Account labels The account labels that you’ve assigned to this account to help you filter the information that you want to see
Alerts A summary of alerts for each managed account
Alerts description More detail about each alert


If you don't have a lot of time to spend setting up and monitoring individual campaign budgets, use shared budgets to allocate budget across multiple campaigns. Find out more about managing a shared budget across campaigns.

The "Admin" tab

The "Admin" tab lets you view and manager your account structure in one place. You can:

  • See your account structure in a hierarchical view
  • Create new linked accounts
  • Link and unlink existing accounts
  • Change managers
  • Manage your labels
  • Hide and unhide accounts

The "Campaigns" tab

Use this tab to monitor and manage the campaigns for your managed accounts. From here, you can:

  • View the full range of AdWords performance statistics for campaigns across all managed accounts.
  • Easily change your view to see just the accounts you're interested in.
  • Use filters and segments to see only the data you want.
  • Create new campaigns and make changes to existing ones.
  • Download campaign performance reports across accounts.

Find out more about managing campaigns from your manager account.

The "Reports" tab

The "Reports" tab lets you create, manage and schedule reports across all of your managed accounts. Find out more about manager account reporting.


Navigating and searching across accounts

It can help to think of a manager account as being like a tree. Each top-level manager account can branch out to manage individual accounts or other manager accounts. These manager accounts can then branch out to manage more individual accounts or other manager accounts, and so on.

Once you link a manager account to your top-level manager account, you can manage the account in the same way that you currently manage individual AdWords accounts. You can use the drop-down menu at the top of each account page to navigate through this structure. 

Bear in mind

An AdWords account can be linked to no more than 5 manager accounts, and your manager account structure can be no greater than 6 levels deep. Also, a manager account can't be directly managed by more than 1 other manager account.

To see which account you’re viewing, look in the top corner near the Google AdWords logo. There, you’ll see the account name and customer ID, as well as the role of the account that you’re viewing in relation to the account that you’re signed in to.

For example, when you’re signed in as a manager account and looking at your own account, you’ll see “Manager” in the top corner. When you’re viewing a manager account below you, you’ll see “Sub-manager”. If you’re looking at an individual AdWords account, you’ll see “Client” in the top corner.

To navigate to another account in your hierarchy:

  1. Click the drop-down menu in the top corner to open up the account navigation panel.

  2. Search by account name or Customer ID using the text field, or browse your account hierarchy. Click the arrows to see the accounts managed by other manager accounts.

  3. Click the account that you want to view.

To quickly find and create a filter for an account or for a set of accounts, type a search term into the text field above the table and click Search.

You can also click the links in the Account column to go to a managed account.

Filtering on the "Campaigns" tab

From your manager account’s “Campaigns” tab, there are a few ways in which you can quickly change the scope to see campaigns only from the accounts that you’re interested in:

  • When you first arrive on the “Campaigns” tab, you’ll see performance data for campaigns across all of your managed accounts. Click the All accounts drop-down menu to search by account name, browse through your account hierarchy or search by account label. You can then select or deselect your managed accounts to change which campaigns are displayed.
  • To quickly find and create a filter for an account or for a set of accounts, type a search term into the text field above the table and click Search.
  • You can also jump directly into a campaign in a managed account by clicking the campaign name in the table. Find out more about choosing accounts from the “Campaigns” tab.

Bear in mind

For particularly large accounts, we may not be able to display data for the default view showing all accounts. This may also occur for filtered accounts when the selection is still substantial. If this happens, we’ll ask you to refine your selection to a smaller set of accounts.

Searching across accounts

Search across all of your managed accounts in one go to pinpoint specific instances of a term or phrase. Rather than guessing which campaign or set of keywords you need to check, you can quickly search and navigate directly to specific accounts, campaigns, ad groups or ads.

Click Search across accounts from one of your manager account tabs to search across all parts of your account and all of the accounts beneath it. We display results that include your search terms anywhere that they appear within these accounts – in campaigns, ad groups, ads or placements.

For example, let's say that you want to find all Valentine's campaigns, so that you can pause them quickly. Just enter the search term "valentine" and we'll show you results that include:

  • valentine's
  • Valentine
  • Valentine's Day
  • my valentine
  • valentine's gifts for her

Narrow your search to "Valentine's campaign" and we'll only show you results that include both "valentine" and "campaign":

  • valentine's campaign
  • Valentine's Day campaign
  • Campaign on valentine's
  • valentine-related campaign

In other words, we show you all results that include your specific terms, regardless of capitalisation or the order of your terms.


To search for an exact phrase, put your entire search phrase in quotation marks. For instance, in the example above, if you wanted to find "Valentine's Day campaign" – in that particular word order – you'd need to enter that exact phrase in quotation marks.

Here are some additional things that you should bear in mind as you use this feature:

  • We only support whole word matches. So, for instance, a search for "valentine" will return "valentine restaurants" but not "valentines".
  • You'll get a maximum of 1000 results per search per tab (if there are more than 1000 results, the tab will display "(1000+)").
  • If there are no search results under a particular tab, you'll still see the tab, with a "(0)" displayed.
  • Under the Account, Campaign and Ad group tabs, we'll return enabled, paused and removed entries; for ads and placements, we’ll only return entries that are enabled or paused.
  • The “Ad type” column includes text, image, mobile and video.
Hiding and unhiding accounts

If your dashboard is cluttered with accounts that you're no longer using, you can hide them so that the page loads faster and shows a more relevant view of your managed accounts. When you hide an account, you're not unlinking it. Its campaigns will continue running normally. Hiding an account just moves it from your manager account views to the Admin tab, where you can view your hidden accounts and unhide them at any time. Bear in mind that you can't hide sub-managers.

Here's how to hide accounts:

  1. Sign in to your manager account at
  2. From the Performance or Admin tabs, tick the box next to the accounts you'd like to hide.
  3. Click the Edit drop-down menu and select Hide.

Here's how to unhide accounts:

  1. Sign in to your manager account at
  2. From the Admin tab, select All or Hidden accounts only from the drop-down menu at the top.
  3. Tick the box next to the account that you'd like to unhide.
  4. Click the Edit drop-down menu and select Unhide.
Using account labels to organise your accounts

You can use account labels to organise your managed accounts into meaningful groups, and find important accounts quickly and easily. For example, you can organise your accounts by industry, account manager or by using them to mark inactive accounts.

Bear in mind

In your manager account, "Account labels" are different to "Labels".


Account labels are created by a manager account and assigned to a sub-manager account or individual managed account. You can see the “Account labels” column from the “Performance”, “Budget”, and "Admin" tabs of your manager account, or any linked manager account. You can also find the account labels listed in the side navigation of your manager account. Only manager accounts can see account labels; they can’t be created or viewed at the individual AdWords account level.

Labels are created and assigned to campaigns in the individual AdWords account. You can use them to help you create meaningful groups of campaigns across your managed accounts. In your manager account, you can view campaign labels in the “Labels” column of your account’s “Campaigns” tab. The managed account can also view these campaign labels.

You can only create, edit, remove and apply campaign labels at the individual AdWords account level. If an AdWords account is unlinked from a manager account, the AdWords account retains the campaign labels. Find out more about using labels for individual AdWords accounts.

How to create, remove and edit account labels

Here’s how to create a new label and apply it to an account:

  1. From your manager account’s “Performance", “Budget” or "Admin" tab, click the Labels drop-down menu and select Create new label.
  2. Enter the name of your label and click Save. Your label will now appear in the “Labels” drop-down menu.
  3. Select the box next to the accounts that you want to apply this label to.
  4. Click the Labels drop-down menu and click the label name. The label now appears in the “Labels” column next to the accounts that you selected.

To remove a label from an account:

  1. Select the box next to the account.
  2. Click the Labels drop-down menu and select the label that you want to remove.

To edit a label or remove it entirely:

  1. Click the Labels drop-down menu and select Manage labels.
  2. Click on the label name to modify it, or select Remove to remove it.
How to change account names

Managers can update their account names as well as their managed accounts' names. Here's how to change your manager account name:

  1. Sign in to your manager account at
  2. Click Settings  and select "Account settings".
  3. Click Preferences on the navigation menu on the left.
  4. Click Edit in the "Display name for clients" section.
  5. Enter the new account name and click Save changes.

Keep in mind that users with access to the managed accounts can see and change their managed account names. Here's how to change your managed account names:

  1. Click the Accounts tab.
  2. Click the pencil  Pencil icon IMG1 next to the account that you'd like to rename.
  3. Enter the new name and click Save.

Moving accounts within a manager account

You can move a directly linked managed account to a sub-manager account within your account hierarchy. Here’s how:

  1. Sign in to your manager account at
  2. Tick the box next to the name of each managed account that you want to move.
  3. Click the Accounts tab.
  4. Click the Performance sub-tab.
  5. Click the Edit drop-down menu and select Change manager.
  6. Click the arrow next to your top-level manager account to show any linked manager accounts.
  7. Click the manager account that you want to move the accounts to. Note that you must move all selected accounts to the same manager account.
  8. Click Change manager.

After you've moved accounts to a new manager account, the manager account's statistics totals will be updated to reflect the addition of new managed accounts.

Please note that all the accounts and manager accounts you manage with API-only access cannot be moved to a new manager account using this process. If you need to move either of these account types, please contact us and we can assist you.

Important: If you move a managed account that’s on consolidated billing from one manager account to another, then it does not change the managed account’s billing settings. After you've moved the account, the new manager account won’t have access to the account budget. All active and pending budgets will remain active and the account's ads will continue to serve and be billed to the original account.

If you no longer want your manager account to be billed for the account that you’re planning to move, make sure you end all budgets under that manager account before you move it. If you move accounts before doing this, then you won’t have access to the billing page and will need to call Google directly to request assistance from Google support staff.

To end budgets prior to moving the account:

  1. From the managed account, click the gear icon and choose Billing & payments.
  2. Click the Budgets link. Then find the budget that you'd like to delete, end or edit.
  3. Once you've found the budget, look under the Actions column. To delete a budget that's pending activation or review, click Delete. To end an active budget, click End budget.
  4. When you've finished, click Submit.

If you will be moving the account to a manager account that you already have access to, then you don’t need to take any action since the same manager account will still be billed for the accounts under it.

Managing email notifications and alerts

You can manage the types of emails and alerts that you receive from Google AdWords for your manager account and your managed accounts.

Managing email notifications

You can opt in to email notifications when you create your account, and change your preferences at any time. Emails are sent to the email address associated with your manager account.

These are the types of emails that you can choose to receive:

  • Newsletters
  • Google market research
  • Customised help and performance suggestions
  • Reports
  • Special offers

Here's how to set and manage email preferences for your manager account:

  1. Sign in to your manager account at
  2. Click the gear icon in the top corner and select Account settings.
  3. Click on Notification settings from the side navigation.
  4. On the “Manager account settings” tab, you'll see a list of “Notification topics” for emails. Find the notification topic that you want to change and click within the “Email” column to change the setting as needed.

To change the address where your email notifications are sent, you’ll need to edit your Google account preferences. Here’s how:

  1. Sign in to your manager account at
  2. Click the gear icon in the top corner and select Account settings.
  3. Click on Preferences from the side navigation.
  4. Next to your email address, click Edit in Google Accounts and change as needed.

Bear in mind

To change the notification email address for another manager account, you must be signed in directly to the affected manager account, even if your manager account has administrative access to that manager account.

You can change the notifications settings for emails you receive about your managed accounts related to the following topics:

  • Billing
  • Disapproved ads and policy alerts
  • Campaign maintenance
  • Customised help and performance suggestions
  • Newsletters

Choose to receive all email notifications, only critical notifications or none, and change settings for individual client accounts or all of your client accounts at once.

Here’s how to change your client account email notification preferences:

  1. Sign in to your manager account at
  2. Click the gear icon in the top corner and select Account settings.
  3. Click on Notification settings from the side navigation.
  4. Click the Managed account settings tab. You’ll see a table with the different types of notifications.
  5. To change settings for individual client accounts, click in the column that you want to change for that account and select “All”, “Only critical” or “None”. To change settings for all of your client accounts at once, go to the “Update all clients” row and click Edit in the column that you want to change.
Managing alerts

Your “Alerts” page, which you can find in the side navigation from any page in your manager account, displays alerts for all the manager accounts that you manage and client accounts linked directly and indirectly to your manager account. MCC alerts help you to stay on top of important issues that may affect your manager account and the client accounts that you manage. Here are the different types of alerts:

  • Payment alerts (including for declined and expiring credit and debit cards)
  • Keyword and Creative alerts (including for underperforming keywords and disapproved ads)
  • Campaign alerts (including for campaigns that are ending or that have ended)
  • Budget alerts (including for account budgets that are running low or running out and account budgets that are ending)
  • Account alerts (including inactive accounts due to incomplete account information)


Bear in mind

Your manager account won’t display all the available alerts for your managed accounts. Drill down directly into your managed accounts to see all alerts for each account. You’ll see those alerts in the top corner of the managed account. Find out more about alerts and notifications for individual AdWords accounts.

To search for alerts within specific managed accounts, you can create filters to view only certain types alerts, those triggered at certain times and alerts for particular accounts.

Here's how to filter your alerts:

  1. Sign in to your manager account at
  2. Click Alerts in the side navigation.
  3. Click Filter alerts.
  4. Check the “Alert types” that you want to see.
  5. Choose a timeframe from the Time triggered drop-down menu.
  6. In the Show section, select which accounts to search by choosing one of the following options:
    • All client accounts: Search for alerts in all managed accounts that match the alert type and timeframe that you've set.
    • Only accounts that I manage: Search only those accounts that you directly manage, excluding those managed by sub-manager accounts within your top-level manager account.
    • Only these Customer IDs: Search within the specified managed accounts; just type the Customer ID numbers into the text box, one ID per line.
  7. Click Apply.

Dismissing alerts

To dismiss an alert, tick the box next to the alert you want to remove and click the Dismiss button. When you drill down into your managed accounts, you will no longer see the alerts you dismissed. However, users who log in through the individual AdWords account will still see these alerts unless they have also been dismissed by a user at the account level.

You can't dismiss critical (red) alerts but, as the related issues are resolved, the system updates will remove them. The frequency of these updates varies by alert type, but alert-related issues that you've resolved should be reflected in your client accounts within 24 hours or less.

Updating alerts

Alerts for manager accounts are updated at various times and frequencies throughout the day, depending on the type of alert. Most alerts shown on the “Alerts” page are updated throughout the day as our systems process the information that triggers these alerts. Among these are most payment alerts, and keyword and creative alerts.

Some alerts are updated daily at 2.00 a.m. in the advertiser's local time zone. These daily alerts include campaign ending alerts, budget alerts and payment alerts for no billing information entered and no bank transfer pre-payment received.

Alerts on the “Alerts” page show the date on which the alert was first triggered. In addition, the time-stamped message at the bottom of your “Alerts” page tells you when your alerts were last updated. Earlier alerts that haven't changed yet will remain in place despite this update.

Using automated rules in manager accounts

You can create rules that automatically make changes to the accounts that you’re managing based on conditions you select. These rules can help you to manage your bids, budgets or ad statuses. To create rules, just click the Automate button in your manager account. View and manage your automated rules by clicking on Automated rules in your manager account’s side navigation.

If you think about the frequent tasks that you do manually, it's easy to put together a list of work that you'd like automated rules to do for you. There are many common ways in which advertisers use automated rules. Here are a few examples:

  • Scheduling ads for special promotions or events
  • Pausing low-performing ads or keywords
  • Changing keyword bids to control average position
  • Adjusting budgets or scheduling budgets for certain days each week
  • Raising keyword bids to ensure ads show on the first page

Manager accounts can have 100 rules per user and can run rules on up to 1,000 accounts.

How to create automated rules

Here’s a step-by-step example of how to create a rule that raises your maximum CPC bids for keywords with an average position worse than 5 over the past day.

  1. From the “Performance” or “Budget” tab, click the Automate drop-down menu.
  2. Select one of the rules from the menu options (for example Change Max. CPC bids when...).
  3. Pick the currency that applies to the accounts for which you’d like to create rules. You can only choose one currency per rule.
  4. Enter your rule criteria and any requirements for the rule to be triggered. In this example, you can raise the bids by 3% for keywords that have an average position of worse than 5.
  5. Select how often you want your rule to run (for example daily or only once on a particular date and time) from the Frequency menu, along with the date range to evaluate your requirements. If you’re managing accounts in different time zones, the time at which your rule runs will be based on your manager account’s time zone, not that of your managed account. Find out more about time zones in automated rules.
  6. Select the accounts to which you’d like to apply the rule. You can only pick ad serving accounts in the currency that you originally selected.
  7. Enter a name for your rule, and choose how you’d like to be notified when your rule runs.
  8. Click the Preview results button to verify that you've set the rule up correctly. Previewing displays the time that you’ve chosen for the rule to run in groups according to your managed accounts’ timezones, and allows you to get a glimpse of the changes that the rule will make to the first account that you’ve selected. No permanent changes will be made.
  9. Click Save.
  10. After you’ve created your rule, it’s important to keep an eye on it to make sure it’s working the way that you want it to. To manage your rules, select Manage rules from the Automate drop-down menu, or select the Automated rules link in the side navigation panel of your manager account. There, you'll see a list of your rules; you can pause/enable/remove them (in the "Status" column) or edit them (in the "Actions" column). Find out more about managing rules.
  11. Each time that a rule runs, an entry will appear in the logs table. Click View details to see the managed accounts and statuses affected by that rule execution. Click View details again next to individual managed accounts to see which entities have been changed in that particular execution.
Currency and time zone settings for rules across multiple accounts

Choosing a currency

When managing multiple accounts, you have to choose a single currency for each rule that you create. After you pick a currency, accounts in any other currencies will be greyed out in the Accounts box, and you won’t be able to select them for your rule.

For example, if you pick Euros as the currency for your rule, you can only select accounts that are in Euros in the Accounts box.

Time zones and multiple accounts

If you’re managing accounts in different time zones, the time at which your rule runs will be based on your manager account’s time zone, not that of the selected managed accounts.


Let’s say that your manager account is set to the Pacific time zone, and you have a managed account that is set to Eastern time, which is three hours later. Your client is having a shoe sale that begins at 9.00 a.m. on Monday morning in their time zone, and you’d like to create a rule for them that will enable any ads with the text “shoe sale”. If you set the rule to run on Monday at 9.00 a.m., it will run at 9.00 a.m. Pacific time, which is actually 12.00 p.m. Eastern time.

Time zone is a particularly important consideration when you’re selecting a frequency for a rule with a time of day that extends across two days because of time zone differences.

Say that your account is set up in Eastern time but your customer’s account is in Pacific time. You set up a daily rule to run at 1.00 a.m. using data from the previous day. Because the rule runs according to your time zone but depends on your client’s data, it will run at 1.00 a.m. for you, which is 10.00 p.m. for your client. The rule will use data from the day before based on your client’s time zone, not yours, which could mean that the data used is two days old. You may wish to base a rule on “yesterday’s stats”, but remember that yesterday may be defined differently according to time zone.

You set up a daily rule. Today it runs at: From your client’s perspective, this rule runs at: Rule uses data from:
Friday at 1.00 a.m. Eastern Thursday at 10.00 p.m. Pacific Wednesday (Pacific time)
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