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Last week Google rolled out a new feature for AdWords advertisers that allows users to share budgets across multiple campaigns.

Benefit Of Shared Budgets

With shared budgets you establish a single daily budget that’s shared by multiple campaigns in an AdWords account. This makes it easier to match your AdWords spending with how your business allocates marketing budget. And they can save you time and improve your AdWords results. Let’s see how with an example.

How Shared Budgets Work
Say you’re an automotive dealership and you’re currently running three campaigns:

  1. A desktop search campaign
  2. A mobile search campaign
  3. A remarketing campaign to reach people who have visited your site but didn’t convert

Your overall marketing plan allows you to spend $1,000 per day across your three campaigns. Without shared budgets, you’d next have to decide how to allocate the $1,000 daily AdWords budget across each of your three campaigns. Say you set a $600 daily budget for your desktop campaign, a $200 daily budget for your mobile campaign, and $200 to your remarketing campaign.

On most days, each campaign hits its daily budget and you’re satisfied with the ROI of each campaign. But on some days, your desktop search campaign sees fewer impressions and clicks than other days. So you only spend $900. On these days, your overall campaign results could be stronger if you were able to put an additional $100 into your mobile search campaign or remarketing campaign.

Using shared budgets allows automatic adjustments across campaigns, so you don’t have to constantly monitor and change individual campaign budgets throughout the day.