Adwords is a way to advertising offered by Google.com, whereby you sign up, and can bid to have your advertisemetn show on the Internet as related to specific words.
Example: You could pay to advertise when a page is related to Air Ticket.
The cost can range from five cents to up as high as 40 USD, according to the competion with other vendors.
My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. MCC is ideal for large advertisers with more than one account and for third-party agencies, such as search engine marketers (SEMs), search engine optimizers (SEOs), and automated bid managers (ABMs). You can think of MCC as an "umbrella" account with multiple AdWords accounts (a.k.a. "managed accounts") linked to it.
MCC users can:
- Easily view multiple managed accounts, including other MCC accounts, via the My Client Center view.
- See relevant information for all managed accounts in one place.
- Run reports across multiple managed accounts at once or download the My Client Center view into a .csv file.
- Use a single login to access all managed accounts.
- Create and link AdWords accounts from within your MCC account.
Owners of individual managed accounts can, as always, sign in to their AdWords accounts and maintain access to their login information.
When you talking to the agency they'll have all the info as they'll have an agency MCC account.
When you ask for their help all they'll need is your Google account number. They add that into their agency account and Google will email you asking for permission for that agency to access your account.
The ordering of the paid-for listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser's keywords. The minimum bid takes into consideration the quality of the landing page as well, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business. Though Google has released a list of full guidelines for sites, the precise formula and meaning of relevance and its definition is in part secret to Google and the parameters used can change dynamically.
The auction mechanism that determines the order of the ads is a generalized second-price auction. This is claimed to have the property that the participants do not necessarily fare best when they truthfully reveal any private information asked for by the auction mechanism (in this case, the value of the keyword to them, in the form of a "truthful" bid).