Set up remarketing list sharing

This article applies only to Google Ads accounts in the new Search Ads 360.

Google Ads manager accounts can share tags and remarketing lists that they’ve created with some, or all, of its Google Ads accounts or sub-manager accounts (other manager accounts). This article explains how you can set up sharing for remarketing lists using your manager accounts and other Google Ads accounts.

Before you begin

It’s important to know that manager accounts need permission from individual client accounts (Google Ads accounts) to share remarketing lists created and owned by a client account (detailed in the instructions below). If you have administrative access to the manager account, you'll be able to go through the entire process.

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.

Keep in mind

Only the owner of a shared remarketing list can edit it. Learn how to Pause, resume or remove a Google Ads campaign.
Remarketing lists owned by or shared with a manager account will be shared with and accessible to all client accounts that are set to 'This manager' under the same 'Remarketing account'.
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 that the list was linked to during setup. You can see the status of Google Analytics in the 'Audience sources' tab of Audience manager.
- 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 dynamic attributes (custom parameters).
List owners can see which accounts have access to their lists by going to 'Audience manager' in 'Shared library'.

Manage list sharing from your manager account

With the manager account as the owner account for linked sub accounts, you can manage all remarketing list sharing for these owned sub accounts from within the manager account.

Continuous audience sharing

To set up continuous audience sharing in your manager account, follow these steps:

Sign in to your new Search Ads 360.
Navigate to a manager account.
On the page menu, click Settings, then Manager account settings.
You’ll see a selection menu for “Continuous audience sharing”. Click on the down arrow .
Select the checkbox for “Add this manager as an audience manager for all sub accounts”. This ensures that all lists shared with or owned by your manager account will be shared with its sub accounts.
Click Save.
(Optional) Select the checkbox for “Access and share all audiences from specific sub accounts” to choose which specific sub accounts will share lists with your manager account and its linked sub accounts.
1. Click on the pencil icon to open the account menu.
2. Select the checkbox for all specific sub accounts that should share lists with your manager account.
3. Click Done.
4. Click Save.

It will take up to 4 hours for shared lists to appear in manager accounts and an additional 4 hours for those new manager account lists to appear in linked sub accounts.

Common scenarios

If a manager account shares tags and lists with a client account, the client account will have access to any lists the manager account creates (including future lists).
If a client account has shared lists with a manager account, the manager account can share those lists with its other client accounts.
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 client accounts using these lists would be affected. Learn how to troubleshoot your tagging implementation.
If a client account turns off list sharing, any campaign or ad groups in the other client accounts using the shared lists will stop running and will no longer be visible in your Audience manager.
If a client account's "Remarketing account" is changed from one manager account to another manager account, the client account will no longer have access to the manager account tag or any lists associated with it. Any ad groups or campaigns in these accounts that were using these lists will stop running as described above.
If a manager removes a client account from list sharing, the client account will lose access to the manager account's tag and lists. If the client account was sharing its own lists, this change would affect ad groups and campaigns in other accounts that are targeting these lists.

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