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Search Ads 360, Google's powerful tool designed to optimise search engine advertising campaigns, represents a significant advancement in the digital marketing landscape. With advanced features that elevate visibility and campaign performance, this platform not only ensures faster navigation, but also provides exceptional support across multiple advertising channels and search engines.
Discover how SA360 redefines ad management to deliver exceptional results in an increasingly competitive environment.
TABLE OF CONTENTS
Introduction to Search Ads 360
Search Ads 360 is a search engine ad management platform that helps advertisers manage advertising campaigns using different search engines and advertising channels.
The platform not only facilitates the creation and management of advertising campaigns on Google, but also analyses search engine ads and in turn improves campaign results.
Without Search Ads 360, each account manager would have to manage ads and keywords across all search engines, making it more difficult to analyse campaign performance across search engines.
How Search Ads 360 works
With Search Ads 360, it is possible to manage the search and social media campaigns of multiple advertisers in a single account (agency network).
Each advertiser has its own set of search accounts and campaigns, as well as its own set of users, who have access to view reports and edit settings.
Reporting can be done at the level of specific Search accounts, individual clients or even for the entire network of advertisers, depending on the permissions granted to the Search Ads 360 user account.
Search Ads 360 provides real-time response through up-to-the-minute data and bid optimisation, and creates linked campaigns so that in one place you can see the results your Search ads are achieving across all channels.
Key features of Search Ads 360
Search Ads 360 (SA360) offers a variety of key features designed to improve the management and optimisation of search engine advertising campaigns. Here are some of the key features:
Cross-Channel campaign management
Search Ads 360 provides a centralised platform to manage campaigns across multiple search engines, allowing advertisers to simplify their efforts and maintain consistency.
Bid management and optimisation
Advanced bidding strategies and algorithms help advertisers optimise bids for keywords according to specific objectives such as cost per click (CPC), cost per acquisition (CPA) or return on advertising spend (ROAS).
Reports and analysis
It is a reporting tool that provides detailed information on campaign performance, allowing advertisers to analyse key metrics, identify trends and make data-driven decisions.
Integration with other Google marketing platforms
Search Ads 360 integrates seamlessly with other Google Marketing Platform products, such as Google Analytics and Google Display & Video 360 providing a unified view of marketing performance across channels.
Cross-channel audiences with Search Ads 360
Cross-channel integration is a fundamental aspect of digital marketing that enables consistent collaboration and data exchange between different channels or search engines such as Google, Bing or Yahoo. This makes it easier to compare results across channels or even refer audiences to other platforms.
In the case of Google, Search Ads 360 integrates with other key Google platforms, such as Google Ads, Google Analytics and Google Display & Video 360, to improve the overall effectiveness of digital advertising strategies. Here's how SA360 integrates with these platforms:
Integration with Google Ads
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Campaign coordination: Search Ads 360 allows advertisers to manage and optimise search campaigns across multiple search engines, including Google. Integration with Google Ads allows search campaigns to be coordinated within a unified platform.
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Bid management: Advertisers can leverage SA360 to set advanced bidding strategies and manage keyword bids. The bid management process is linked to Google Ads, ensuring alignment with overall advertising objectives.
Connection with Google Analytics
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Unified data: SA360's integration with Google Analytics provides advertisers with a more complete view of user interactions and conversions. This unified data provides a better understanding of how users interact with the brand across channels.
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Attribution model: Search Ads 360 assigns the full value of each conversion to the last-click attribution model that directs the customer to the website. Google Analytics data can be used for SA360's advanced attribution model. This helps to assign credit to different touch points in the customer journey, allowing more informed decisions to be made about campaign effectiveness.
Synchronisation with Google Display and Video 360
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Unified ad campaigns: SA360 seamlessly syncs with Google Display & Video 360, allowing advertisers to create and manage display and video campaigns alongside your Search campaigns. This integration facilitates a holistic approach to digital advertising.
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Multi-channel reporting: Advertisers can access multi-channel reports within SA360, providing insight into the performance of display and video campaigns alongside search campaigns. These unified reports simplify analysis of overall campaign effectiveness.
Google Search Ads 360 saves you time, reduces the complexity of your tasks and gives you the ability to make better decisions and increase your search marketing ROI.