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So, you’ve decided to partner up with an MCM — that can be a great way to expand your options. But how do you tell the difference between providers? In this blog, we’ll show you the way forward.
One of the best ways to level up your site revenue is by graduating from AdSense, Google’s self-serve platform, to AdX, their premium tier. The problem is, very few accounts qualify for direct access to AdX. To get past the velvet rope, you either need an invitation from Google — or, more likely, to team up with a Google Multi-Customer Management (MCM) partner.
But how do you know which Google MCM partner is the one for you? In this blog post, we spell out exactly what you should be looking for in a Google MCM partner.
Case Study: find out how OKO was able to boost Loop Media’s revenue by 500% — on the first day.
Transparency With Numbers
The difference between a “partner” and a “middleman” is that a middleman tries very hard to keep you from seeing what he’s up to. Many industry partners will give you a flat “net revenue” number without elaboration, effectively gating you out of key decisions — and probably slipping more than a few hidden fees into the mix.
MCM partners that treat you like an equal, show you their performance metrics, itemize their fees, and explain their decision-making are partners in it for the long haul, not a quick cash-grab.
Expert Support
Piggybacking off the above, when you sit down to plan, optimize, make changes, and more, you want partners who can help. Being able to access AdX can’t be the only thing they’re bringing to the table, or at least it better not be. If you’ve got questions, aren’t satisfied with the numbers, or want advice for the next phase, you need an MCM partner who returns your calls. And when they do answer the phone, you don’t just want to be “handled” by a low-level representative — you want to talk to someone who knows what they’re doing, and is in a position to do it.
A Solid Track Record
Every MCM partner you talk to is going to tell you that they’re great at what they do — so how do you separate standard sales bluster from real results? See who’s willing to vouch for them. If they’ve been at this for a while, they should have accumulated reviews, testimonials, case studies, and more that they can point to as proof of their bona fides. And if they haven’t been at this for a while, maybe give them more time to accumulate those positive recommendations.
Access to Premium Demand
The more competitors you have in the marketplace, the higher the bids can go, and the more confident that you can be that you’re getting the best-possible CPMs for your inventory. Once again, simply having access to AdX isn’t enough — to truly optimize your ad stack, you need to have a variety of sources clamoring to give you their business.
GCPP Certification
And the last — but most important — thing you want to have out of an MCM partner is that they also be a Google Certified Publishing Partner (GCPP). While all GCPPs are also MCMs, only MCMs who meet the stringent requirements set forth by Google are invited to this upper level.
As Google says, “The Certified Publishing Partners badge lets you know you’re working with someone who has been carefully vetted by Google. Not only have they passed Google’s product certification exams, but they’ve also established a successful track record of helping publishers like you succeed.”
Final thoughts
In conclusion, you’ve got a lot of options out there when it comes to choosing a Google MCM partner. With these five categories in-hand, however, you should be able to narrow the search considerably and land on a partner who will operate with your best interests in mind.
If you’re a publisher looking to expand into AdX, OKO Digital is a solution that checks all five of these boxes. We’ve been gathering case studies and testimonials since our founding in 1996, and we’re a Google Certified Publishing Partner for a reason. If you’d like to learn more about what OKO Digital can do for you, you can get started today by reaching out to our team.
