What: On February 19th, Google announced the new remarketing feature that would allow advertisers to share audience lists across all of their accounts. Going forward, any remarketing lists created in a manager account will be automatically shared with all existing and future sub-accounts, speeding up the campaign management process.
Why: Before the new update, sharing audience lists from manager accounts would have required multiple steps to set up and took advertisers away from their actual campaign performance. Now, they can simply opt-in via the settings panel, save their changes and continue to optimise their accounts, though it’s still important to consider privacy policies and only use remarketing lists with proper consent.
The result: Accounts can receive lists from multiple manager accounts, and advertisers will remain in full control over which audience lists are active. According to the blog post, there will also be the option to share lists created in sub-accounts with a manager account in the next few months, presumably after they’ve gathered initial customer feedback.
