Google just released a new feature that enables advertisers to share budget (daily spend) across multiple campaigns in an Adwords account.
The feature is actually quite innovative. Say for example that an advertiser runs three campaigns – one for desktop, mobile and another for remarketing. Prior to the release of the shared budgets feature, advertisers needed to decide how/where their budget would be spent and hope that their allotted spend would be used up.
When the budget was not maxed out, advertisers risked negatively impacting their overall account performance – lowering the quality score and potentially being forced to raise their bids over time.
With the new Shared Budgets feature however, even if one of the account campaigns sees fewer impressions for the day, advertisers are able to automatically shift their marketing dollars to other campaigns (mobile or remarketing for example) without having to monitor and modify campaign budgets throughout the day.