Set up remarketing list sharing

Google Ads manager accounts can share tags and remarketing lists that they’ve created with some, or all, accounts that are linked to and managed by these manager accounts. They can also share remarketing lists of their owned sub accounts with their other linked sub accounts. This article explains how you can set up sharing for remarketing lists.

Manager accounts were formerly referred to as My Client Center or MCC.

Before you begin

Sharing lists between manager accounts and their linked sub accounts starts with creating a manager account and linking manager accounts to sub accounts.

In order to set up the easiest list sharing between an individual sub account and the other sub accounts linked to the manager account, the manager account should be the owner account for that individual sub account.

To make the manager account the owner for a sub account, follow these instructions:

  1. Sign into the Google Ads sub account.
  2. Click the gear icon Settings for Settings and Billing in the top navigation menu.
  3. Select Account and Security under “Account”.
  4. Select the Managers tab.
  5. Make the manager account the owner account by selecting “Yes” for that manager account in the “Owner” column.
You can selectively share audience lists with non-owner manager accounts from within individual accounts. In order to do this, you’ll need to login to the individual account and enable “Remarketing list access” in “Audience Manager” “Settings”. Then, your lists can be manually pulled from your sub account in the “Audience Manager” page of the non-owner manager account.
When sharing remarketing lists across accounts, remember that you may be sharing confidential or proprietary data. You should only share remarketing lists with other accounts if you have obtained permission from accounts that own them and such sharing doesn't violate any agreements you have with those accounts. For additional requirements and details about remarketing lists for search ads, see the policy for remarketing lists for search ads.

Sharing remarketing lists and combined audiences using your Google Ads manager account

Summary

In order to share your lists with many Google Ads accounts, you will need to first share the lists upwards to the manager and then share the lists downwards to the other sub-accounts accounts.

  1. Share selected audience lists from specific sub-accounts accounts to MCC. If your lists already appear in the MCC Audience Manager, skip this step and go directly to #2.
  2. Share lists from MCC to all other sub-accounts accounts.
    • Option A - Automatic: All accounts will receive lists
    • Option B - Manual: Select specific accounts to receive lists

Start here: Share selected audience lists from specific sub-accounts to My Client Center (Sending lists upwards)

Step 1: Enable audiences to be shared in your Google Ads Account

For a manager account to access and share remarketing lists owned by its client accounts, list sharing must be enabled in each client account.

The steps below must be taken for each individual client account. Note that if your manager account has administrative ownership of this client account, you can complete these steps by navigating to the client account from the manager account, instead of signing in directly to the client account.

  1. Sign in to the client account.
  2. In the upper right corner of the account, click the tools icon .
  3. Under “Shared library”, click Audience manager.
  4. From the page menu on the left, select Settings.
    Note: The "Settings" link will only be available if the sub-account is in the manager's sharing pool. In the manager account, the manager can opt into continuous sharing mode, which will pull all the sub accounts into the sharing pool. Otherwise, the manager can set the "Audience manager account" to specific sub-accounts that can join the manager's sharing pool.
  5. Under “Remarketing list access”, click the toggle to share your remarketing lists. A blue toggle indicates that list sharing is on, while a grey toggle indicates that list sharing is off.

    When the toggle is switched off, the manager account will lose access to the client’s remarketing lists (this loss of access may take up to 4 hours to occur). Keep in mind, it may take a couple of hours for shared remarketing lists to show in other client accounts.

    If you want to check whether a client’s remarketing lists has been shared, you can always navigate to the client account within Audience Manager and click Audience lists from the page menu on the left. In the “Remarketing” tab, you’ll see, under each audience list name, whether that list has been shared with other accounts.

Step 2: Add audiences to the manager account sharing pool

  1. In the upper right corner of the account, click the tools icon .
  2. Under “Shared library”, click Audience manager.
  3. Click the plus button , then select Audiences from account.
  4. Click Select an account and select the account you want to pull the audience from.
    Note: Remarketing lists may be locked from sharing if the client account that owns the list hasn't allowed list sharing.
  5. Choose a client account.
  6. Under “Audiences”, select All current lists and combined audiences to add all of the remarketing lists from the selected accounts. To select only some lists, choose Select specific audiences.
    • If you choose Select specific audiences, click Combined audiences from the drop-down menu. Then select the audience you wish to share.
  7. Click Save. All accounts whose "Audience account" is set to the name of their actual Audience Manager will have access to these remarketing lists within a few hours.
Summary of accomplishments so far: now you're sharing audience lists with MCC. Go to the next section to share from MCC to all or some sub-accounts.

Share lists from MCC to all other sub accounts (sending lists downwards)

Choose Option A to share with all sub-accounts (continuous audience sharing) or Option B to share with specific sub-accounts.

Option A: Share lists with all sub-accounts (automatic)

  1. Sign in to your Google Ads manager account.
  2. From the page menu on the left, click Settings.
  3. Check the box next to "Add this manager as an audience manager for all sub-accounts" to share lists client by this manager account to all sub-accounts.

Option B: Share specific sub-accounts to receive lists (manually)

  1. Log in to your MCC.
  2. From the page menu on the left, click Settings, then click Sub-account settings along the top.
  3. In the Audience Manager account column, change account manager to the name of the manager you are currently in. Leave the other accounts that you DON'T want to share marked as "None".

You're done!

If you want to check whether a client's remarketing lists have been shared, you can always navigate to the client account within Audience Manager, and click Audience lists from the page menu on the left. In the "Remarketing" tab you'll see, under each audience list name, whether that list has been shared with other accounts.

Common scenarios

  • If a manager account shares tags and lists with a sub account, that sub account will continue to have access to any lists the manager account creates.
  • If a manager account is no longer the "Audience Manager" of a sub account, that sub account will no longer have access to the manager account tag or any lists associated with that manager account.
  • If a remarketing tag isn't correctly implemented, the tag won't add website visitors to remarketing lists. This may limit or stop ads from showing. Any sub accounts using these lists would be affected. Learn how to troubleshoot your tagging implementation
  • If a manager deselects a sub account, then the ad group and/or campaigns in other sub accounts using the audiences from this deselected account will stop running.

Keep in mind

  • Remarketing lists owned by a manager account, or shared with a manager account, will be shared and accessible for all sub accounts selected for list sharing.
  • Only the owner of a shared list can edit it.
  • Any changes made to a shared list will be applied across accounts.
  • The sharing of Video remarketing lists, DoubleClick (DFA) lists, or licensed lists is currently not supported.
  • To share Google Analytics lists, Google considers the Google Ads account to which the list was linked during setup. You can see the status of Google Analytics in the “Audience sources” tab of Audience Manager.
    • Note: Lists can only be shared with one other Google Ads destination account, so if you want to share them when importing from Google Ads to Google Analytics, set the manager account as the destination account.
  • List sharing happens automatically for dynamic remarketing parameters.
  • List owners can see which accounts have access to their lists by going to "Audiences" in "Shared library."
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