Promote and share conversions lists across paid search accounts


At some stage or another, anyone managing paid investigation at a service has probably handled a customer that had multiple accounts. Before issues are raised at the thought of double-functioning, I would like to clarify that we have lots of different valid rationales for this can occur, none of which encourage double-serving or are meant to game the system.

Here are a few of the scenarios that could induce a customer to go this path:

Divided investigation and screen accounts;
An account for each merchandise that is distinct;
a brand account and a non-brand account; or
accounts for distinct geographies.

These accounts are’t constructed to compete with each other; they’re only used to arrange big accounts with lots of efforts.

There are pros and cons of dividing things into multiple accounts — a discussion of which could be its own post — but among the preceding disadvantages was that it required you to put a short ton of labels. Fortunately, that’s not true now.

Happily, the engines have made it simpler to share labels across accounts that you just do in order to pull in data ’t need to put duplicative labels from every account. In this column, I’ll describe the best way to carry through this.

What can you share?

It’s possible for you to share conversion information and promote lists across reports, as opposed to setting up multiple labels to construct track conversions and lists in each account that is distinct.

The best way to execute

The execution procedure differs in Bing and Google –- and Google offers a couple of different choices — thus let’s walk through each

Sharing data in Bing

Sharing conversions and crowd lists in Bing is fairly clear-cut if the accounts are in exactly the same customer ID (CID).

When you set up your conversion occasion or crowd, the last question in the set up form inquires whether you’d enjoy audience or the conversion to be shared among other accounts. You just click the radio button by the report if you do’t need this. If you do, you click “Across all reports.”

By “All reports,” it means any accounts that are placed within the same CID — not the whole Account Overview (Bing’s language for its response to AdWords’ My Client Centre).


When you set up your labels, you should understand whether you think them to be shared across all accounts or to be used by one account, because once the labels are created, that setting cannot be altered. In order to alter it, start from scratch and you’d need to create a fresh label.

Setting up lists and conversions to be shared from a Google AdWords Supervisor account

Should you be creating a fresh My Client Center (MCC) with new accounts, the simplest thing to do will be to create these data points at the MCC degree, as opposed to creating them for each account.

To try it, follow these directions:

Set up your MCC with the Accounts that’ll use the information.
Go to the “Accounts” tablature in the MCC, and after that select “Crowds.” Set up the Promote label exactly the same manner that you simply would for any Google account. You’ll use this label as opposed to setting up promote labels that are distinct for each account.
Create your lists as you usually would.MCC Level Remarketing Tag
Make sure your accounts are set up to share lists by going back to the “Reports” section within the MCC and then choosing the Admin tab. Select the accounts which should share lists that are promote.
Click Edit and select “Remarketing account” > “Change to this supervisor.”
Sharing Remarketing Lists

Setting up conversions at the MCC degree is an equally straightforward procedure:

Simply go to the “Conversion activities” section within your MCC and set the conversion tag.
Set up conversions as you usually would.
Return to the “Reports” section within the MCC, and after that go to the Admin tab. Choose any accounts which you want to use the conversion activities that are set up at the MCC grade.
Then click “Edit” and select “Conversion account” > “Change to this supervisor.”

Note: It takes awhile for conversions and lists to appear in the report after you set them up, so do’t panic.

Sharing present conversion and crowds between client accounts

If you already have advertise lists set up in an account, then you likely do’t need to start over –- particularly if you’re working with a web site that just rolls out changes (aka new labels) one or two times per month. Once you have an audience you only need to use it, right?

If you understand what you do sharing information from one account to another is fairly simple in AdWords. If you do’t understand what you’re seeking, it’s’t almost as intuitive as in Bing, though.

If you’ve already set up advertise lists in one account that you’d like to share with other new or existing accounts, you may do so by following these steps:

Go to the MCC in which the explanations are included. You’ll should place them in one if you do have these accounts in an MCC.
Go ”, to “Accounts and then click the Admin tab.
Choose the accounts that you’d like to share or receive lists. Click the “Edit” dropdown and select the “Change to this supervisor” choice under “Remarketing account.”Sharing Remarketing Lists
Go into the account that you intend to share lists from. Go within Accounts Settings into the Account Access page. Toward the base of the the page, you’ll find a request to select this account into sharing lists. Alter the “Remarketing list sharing” alternative to “ON.”Remarketing_list_Sharing_On
Go back to the MCC. Within the MCC, go to the Crowds section (on the left hand panel) and select “Share lists” under “Existing lists.”Share An Existing List
Add lists to the sharing pool by selecting the account you want to share lists from.
Choose the lists and click “Share.”
Bonus: Importing information from Google Analytics

You may also import Google Analytics data effortlessly, along with sharing lists across AdWords accounts. There are lots of advantages to promote lists in Google Analytics and creating targets and importing them into other channels.

For one, you can create hyper-segmented audiences with all the data which you have at your fingertips. Also with conversions, Google Analytics offers lots of choices for setting up goals. An additional advantage of Google Analytics target-tracking, naturally, is that it lets you monitor performance across all channels with one consistent model that is attribution.

Moreover, you can get Google Analytics lists from multiple accounts without having to put added pixels. As though that Google chose an additional measure to make it even more easy to import data from Google Analytics to multiple client accounts.

With this change, you can link Google Analytics directly to your AdWords MCC using the set up wizard within the account settings section in AdWords.

This procedure lets you link Google Analytics and the MCC, as opposed to linking your AdWords accounts to Analytics one by one. This is useful if you need all the accounts in the MCC to be linked to the exact same Analytics Property (or properties). With this attribute, you can pull in advertise targets and lists one time for the entire MCC, as opposed to importing them one by one in each account.

If your accounts are in an MCC with other accounts, you can place them in a sub-MCC to make this work. You can select to link multiple AdWords accounts at one time, as opposed to Analytics to linking the entire MCC. It’s possible for you to find directions for linking choices, here.

Some views expressed in this post may be those of a guest writer instead of automatically Search Engine Land. Staff writers are recorded here.

Around The Writer

Amy has constructed and executed multi-channel digital strategies for many different firms crossing several business verticals from startups and small businesses to Fortune 500 and global organizations. Her expertise includes ecommerce, lead generation and localized website-to-shop strategies. Amy is now the Manager of Audits, Outbound and Training at Clix, where she spends most of her time auditing, strategizing, constructing and handling paid media efforts.

(Some pictures used under license from

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