Remarketing on the Broader Campaign Level
Google is now enabling AdWords advertisers to apply audience lists for remarketing at the campaign level.
It is quiet common for advertisers to have campaigns with multiple ad groups, so using RLSA (remarketing lists for search ads) and Customer Match in the past requires spending hours applying audiences to each one and then analyzing the results by ad group. Applying them at the campaign level however will not only save time for advertisers, but give them confidence that no ad group has been overlooked as well.
Campaign-level audience lists also make it easy to measure and change your bid adjustments. Instead of trying to change your bid adjustments for each individual ad group, you can confidently optimize at the campaign level where you’re more likely to have enough data to make an informed decision.