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Google Ads has launched a feature called ‘continuous audience sharing’ for manager accounts. This means that it is much faster for advertisers to share audiences across sub-accounts. The new feature is now available in your manager accounts via Google Ads. But what does this mean for you?


What is ‘Continuous Audience Sharing’?

Continuous Audience Sharing is the new feature for your manager accounts that allows you to share audience lists across accounts in a much faster way. Historically, sharing audience lists from a manager account required multiple steps. This option now allows you to share all of your audience lists that are available to the manager account to all sub accounts within the manager.

This means that when you opt-in, any remarketing list that you create in your manager accounts will automatically be available in all of your existing and future sub-accounts.

Google Ads continuous audience sharing

Credit: Google Ads Help, 2020

Google Ads Help has kindly put lots of points that you need to consider in your implementations of the continuous audience sharing which you can find here.


What does this mean for you?

It helps you to ensure that there are no gaps in accounts

By having this option, you can ensure that all of the accounts within your MCC have audiences. All you have to do then is make sure that your campaigns or ad groups have them applied!

Be careful, make sure that you have the correct permissions

If you opt-into this feature, it means that all accounts within your MCC will share the same audience pool. As a result, you’ve really got to make sure that all of the accounts that are sharing this audience pool are eligible. Make sure that you properly consider your privacy policies and you have the correct consent from users.

Is the future of search audience based?

We’ve discussed at length about this topic in the past. What we tend to see from Google is that they make it easier to opt-into a feature that they want you to use. They have simplified the process, so when it becomes more important than ever to apply audiences to your accounts, you should have no excuses in not being able to do so. Could this step, as small as it is for now, mean that we are yet another step closer to a world where all we do is bid on Broad Match keywords and apply audiences on top of this in Search campaigns? Why not? Other channels do it! We shall see what the future holds…


Continuous Audience Sharing FAQ’s

What is Continuous Audience Sharing in Google Ads?

Continuous Audience Sharing is the feature for your manager accounts that allows you to share all of your audience lists that are available to the manager account to all sub accounts within the Google Ads manager.

Dan Roberts
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