2022 Search ads 360 update: What you need to know

Google has recently revealed a brand new version of the Search Ads 360 platform - and it's a huge one. SA360 has grown more effective since it was first introduced over ten years back, which has made it easier than ever before for companies to oversee their search advertising initiatives.

A few select Search Ads 360 users finally had access to previews in the last month.

The new experience for the platform will begin rolling out over the next few months while allowing users to use the traditional experience. In this post, I'll outline the new features and provide strategies to get the most out of your budget and inventory on Google's Search Ads 360 platform.

1. Greater support for alternative channels

The first of Search Ads 360 updates includes more support for other search engines, such as Microsoft Ads and Yahoo! Japan.

Other channels for advertising have been ignored for a long time. The result is the time-consuming effort to connect data and make large-scale adjustments.

With the upgrade, Google promises that you will be able to accomplish more of your tasks completed from one place.

To Microsoft Advertisers, SA360 will now be able to support additional features:

• Response search ads
• Call extensions
• Local inventory ads
• Access to a variety of audience types

For Yahoo! Japan advertisers, you are now able to use dynamic search ads as well as link extension schedulers.

2. Access to new features

Search Ads 360 will now provide support for the latest features available in Google Ads, including:

• Performance Max is a brand new goal-based type of campaign that allows performance advertisers to access their entire Google Ads inventory from a central campaign.
• Discovery campaigns allow advertisers to display ads on Google discover feeds, delivering high-quality, inspirational, and visually appealing advertising experiences.
• YouTube and Display Advertising (previously only available on the platform)

Google has added advanced enterprise innovations that will enable teams to take on more responsibilities, for example:

• Campaign management
• Automate the creation of rules
• Use labels for different advertisers simultaneously.

The introduction of templates will integrate current features like inventory management and an ad maker to provide a single and flexible experience.

Resources

Content Modular Content Is The Key To Customizing Experiences At Scale

Market Research The Semrush Content Writing Workbook  i

ng forecasts for their media companies, the Performance Center is a must. The Performance Center will include enterprise planning capabilities, including spending, CPA, and conversion forecasts for the coming months.

3. Updated inventory management

An updated inventory management system has been designed to streamline workflows as well as more effective controls on how you utilize your advertising space.

With the help of an inventory feed, SA360 can create ready-to-launch paid search campaigns using dynamic information like description, price, and the availability of your product via your feed.

This tool is particularly useful for industries with constantly fluctuating prices or availability, such as:

• Airlines
• Hotels
• Live and Streaming Entertainment
• Recruitment
• Retail
• Businesses offering geo-specific offers

How it works

1. Make sure you have high-quality data and create your list of attributes for your feed, such as the price, product name and the landing page.
2. Make templates for every type of output you'd like to generate, for example, a campaign, an ad group or a keyword. (Tip Start by making small steps!)
3. Use functions and attributes to produce highly relevant ads.
4. Review your output and adjust until you are satisfied with your result.

In a matter of minutes, you'll have targeted, pre-planned campaigns that can be launched.

In the new version of Search Ads 360, marketers can now manage templates across all client accounts, allowing them to make changes to ads on a size.

4. Budget management

Any media manager can inform you that managing budgets for accounts and pacing is among the most important aspects of campaign management but also among the more challenging, especially when it comes to scaling.

As part of the most recent Search Ads 360 release, budget management is improved and integrated into the brand new Performance Center'.

This calendar year, Google will provide all of these tools for planning that will allow you to play with a myriad of possible media budget-friendly flight scenarios.

Features

Here are a few of the features in the current system of budget management:

• Visual graphs that show estimates and targets and KPIs like CPA (cost per acquisition) or revenue
• Automated Budget allocations and bidding adjustments made according to your budget bid strategy
• Forecasting capabilities that are based on historical performance data which takes in the effects of seasonality
• Estimated cumulative expenditure and probability of meeting target spend Based on data from the past
• Reports on pacing at the weekly, daily, monthly, quarterly and at the annual level

As Google introduces new tools throughout this year, it is possible to be sure the tools to get more precise and efficient to help with enterprise planning.

New look

The brand new Search Ads 360 experience closely is similar to Google Ads. It is a close resemblance to the Google Ads platform, with the same navigation options and a familiar experience.

After launching SA360, once you have launched the SA360 platform, you'll look at the exact dashboard for your account that is available within Google Ads for seamless navigation between the two.

Into the future

With the latest Search Ads 360 update, Google opens the door to future generations of innovations for enterprises to improve performance.

The latest updates will allow you to accomplish more tasks all in one location, reducing time and also providing a greater multi-channel perspective for data-driven decisions.

To find out more about the new tools, sign up for Google's new Skillshop module in Search Ads 360.