2022 Search ads 360 updates: What you need know

Google has just announced a major update to Search Ads 360. SA360 has become even more powerful than it was when it was launched over 10 years ago. This makes it easier for commercial businesses to manage their search ads.

Preview access to Search Ads 360 was granted to a select few users this month.

While the new platform experience will be available in the coming months, users can still access the old experience. This article will explain what’s new, and provide effective tips on how to maximize your inventory and budget in Search Ads 360.

1. Support for alternative channels is greater

Search Ads 360 Updates include greater support for other search engines like Yahoo! and Microsoft Ads. Japan.

Other advertising channels were neglected for many years. The result has been slow and tedious workarounds to link data or make bulk changes.

Google has announced that the update will allow you to do more work from one place.

SA360 now supports additional features for Microsoft Advertisers:

• 
  Response search advertisements
  
• 
  Extensions
  
• 
  Local inventory advertisements
  
• 
  Access to a wide range of audiences
  

Yahoo! Yahoo! Japan advertisers can now use dynamic search ads and site extension scheduling.

2. Get access to new features

Search Ads 360 now supports the latest features in Google Ads, including

• 
  Performance Max – A new campaign type that allows performance advertisers to access all their Google Ads inventory through a single campaign.
  
• 
  Discovery Campaigns – Allows advertisers to place ads in Google Discover Feeds to create highly visual and inspiring personalized ad experiences
  
• 
  Display and Youtube Advertising (previously, only on the platform)
  

Google also has advanced enterprise innovation features which will allow teams scale everyday tasks like:

• 
  Campaign management
  
• 
  Make automated rules
  
• 
  Multiple advertisers can use the same labels simultaneously
  

The addition of templates will bring together existing features such as inventory management and ad buildinger to create a unified, scalable experience.

Media managers spend hours creating forecasts. The new Performance Center will offer enterprise planning capabilities that include CPA, spend, and conversion forecasts.

3. Inventory management updated

The revamped inventory management software provides simplified workflows and greater control over how your ad space is used.

Using an inventory feed, SA360 is able to generate ready-to go paid search campaigns by using dynamic data like price, description and availability from your feed.

This tool can be especially helpful for industries with changing prices and availability, such as:

• 
  Airlines
  
• 
  Hotels
  
• 
  Live and Streaming Entertainment
  
• 
  Recruitment
  
• 
  Retail
  
• 
  Businesses that offer geo-specific services
  

How it works

1. Create high quality data and a list of attributes to your feed, such as product name and price.
2. 
   You can create templates for every type of output, such as a campaign or ad group. Tip: Start small! )
   
3. Use functions to create highly relevant ads.
4. 
   Optimize your output until you are satisfied with it.
   

In minutes you will have targeted campaigns that are ready to go in your account.

Marketers will be able manage templates across clients accounts in the new Search Ads 360 to make updates at scale.

4. Budget Management

Every media manager knows that budget management and pacing are two of the most important components of campaign management. This is especially true for large-scale campaigns.

Budget management will be enhanced and integrated with the new Performance Center as part of the Search Ads 360 latest release.

Google will provide full access to its planning tools later in the year. This will allow you to explore a range of media budget flighting scenarios.

Features

Here are some features of the budget management system currently in use:

• 
  Visual graphs that include target, estimated spend, and KPIs like CPA (cost per Acquisition) or revenue
  
• 
  Budget allocation and bid adjustments automatically set by your budget bid strategy
  
• 
  Forecasting capabilities that are based on historical performance data and which factor in seasonality
  
• 
  Based on historical data, estimated cumulative spend and likelihood of hitting target spend
  
• 
  Reports on Pacing at the daily and weekly levels
  

We can expect that Google will continue to add new features throughout the year.

A new look

The new Search Ads 360 experience closely matches the Google Ads platform, with similar navigation and a familiar experience.

After launching the SA360 platform you will see the same account overview dashboard that is found in Google Ads. This allows for seamless navigation between them.

In the future

The new Search Ads 360 update opens up Google’s doors to the next generation enterprise innovations that optimize performance.

These updates will allow you to do more work in one place, saving time and providing better cross-channel views for data-driven decision-making.

Learn all about the new tools by enrolling in Google’s Skillshop modules Search Ads 360.

Alex Medawar, Senior Media Manager at Performics, is the creator of AlexMedawar.com. Alex Medawar is a digital media veteran who specializes in B2B paid searches campaign management and strategy for global brands within the tech sector. Alex believes that small and large businesses can communicate with their customers and achieve results in the digital media landscape by using a data-driven approach.

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