This should simplify day-to-day marketing. Google on its AdWords blog has announced a new shared budgets feature, enabling you to create a single daily budget that is shared by multiple campaigns in an AdWords account.

A shared budget should make it easier to match AdWords spending with how a business allocates marketing dollars (and if all goes well, should save time and improve campaign performance).

Google offers this example: If you are an outdoor furniture seller with one line of products, you may be spending on 1) a desktop search campaign, 2) a mobile search campaign and 3) a remarketing campaign to convert people who have visited your site but did not buy.

If your marketing plan allows for $100 across the three campaigns, you may use the shared budget feature to allocate that $100 across each (e.g., $60 a day toward the desktop campaign, and $20 each to the mobile and remarketing campaigns).

If on a given day the desktop search campaign garners fewer impressions and clicks, you spend less (perhaps $90 overall, between the three campaigns); but, your results could improve by putting that $10 toward the mobile search campaign or remarketing campaign.

The shared budget option allows for automatic adjustments across campaigns, so you need not constantly monitor and change individual campaign budgets throughout the day.

Creating a Shared Budget

Log into the AdWords interface and click Shared library, then select Budgets. Google provides a visual that outlines the steps in creating a new shared budget (see graphic).

Use Shared library to review aggregate performance metrics for multiple campaigns with a shared budget.