What Is Search Ads 360 & Why You Need It?
What Is Search Ads 360 (SA360)?
Search Ads 360, SA360, or DoubleClick Search, is Google’s enterprise-level search management platform. It helps agencies and marketers efficiently manage and scale some of the largest search engine marketing campaigns in the world! Simply put, SA360 is Google’s advanced search engine management solution. It allows businesses to access multiple ad accounts and campaigns in Google Ads, across multiple search engines, in one single integrated interface. SA360 is not a free solution and advertisers are charged a platform fee plus a percentage based on your spend.
Without Search Ads 360, you’d need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines. You also wouldn’t have the automated bidding power of Search Ads 360 bid strategies. With Search Ads 360, you save time, reduce complexity, and have the ability to make better decisions and increase your Return on Investment (ROI) for search marketing.
Search Ads 360 Enhances SEM Campaign Management
SA360 and the respective SEM engine accounts—Google Ads and Microsoft Ads, for example—are NOT the same. While they have similarities in features, SA360 is an advertising technology that sits on top of and enhances the management of the engine account. SA360 is your level-up to Google Ads.
Large to mid-size businesses and agencies should consider using SA360 to evolve how they manage SEM in-house. Google Ads was built to be easy to use which is the perfect solution for self-serve advertisers while SA360 is an enterprise-level solution for larger ad accounts with dedicated paid search employees/teams.
Why Do You Need SA360 for Your Campaigns?
Centralized Operations
With the ability to manage all campaigns across all channels in one place, has the distinct benefit of giving you speed-to-market. In fact, timing is everything and could be the difference between your customer choosing you over your competitors.
2. Omni-Channel Optimizations
Imagine you make one small change to your strategy, and you have to make the update to each engine or channel individually. This is the reality for many advertisers. SA360 allows you to make changes across multiple marketing channels with the push of a button, thus saving your analyst time to make more optimizations to your marketing campaigns.
3. Automated Bidding
SA360 offers a Smart Bidding feature that uses machine learning to analyze and adjust the real-time performance of your ad campaigns. Thus, thiis tool automates keyword bidding to improve the performance and return on your Search Engine Marketing (SEM) digital campaigns.
4. Real-Time Reporting
In fact, search Ads 360 offers highly customizable cross-channel reporting. Allowing you to easily show and explain top-level paid search advertising performance by search engine. And by individual campaign level and keyword performance.
5. Ad Copy Testing
Search Ads 360 provides advertisers with a unique experiment tool. It allows you to test different types of ad copy to see what performs best for your marketing campaigns. In the past, this would require manually testing and data pulls. But with SA360 you can easily house and test live ad copy across multiple engines in one place.