Share conversions and remarketing lists across paid search accounts

At some point or another, anyone handling paid search at an agency has likely managed a client that had multiple accounts. Before concerns are raised at the idea of double-serving, let me explain that there are a lot of different legitimate reasons for why and how this can happen, none of which promote double-serving or are meant to game the system.

Here are some of the scenarios that could cause a client to go this route:

1. separated search and display accounts;

2. an account for each different product;

3. a brand account and a non-brand account; or

4. accounts for different geographies.

These accounts aren’t built to compete with each other; they are just used to organize large accounts with a lot of campaigns.

There are pros and cons of splitting things into multiple accounts — a discussion of which could be its own post — but one of the previous cons was that it required you to place a ton of tags. Luckily, that’s not the case nowadays.

Thankfully, the engines have made it easier to share tags across accounts so that you don’t have to place duplicative tags from each account in order to pull in data. In this column, I’ll explain how to accomplish this.

[Read the full article on Search Engine Land.]