Launch Of The New Search Ads 360 Experience 8211 Large Announcement
Management Summary
The enterprise SEM tool SA360
In this context, SEM stands for Search Engine Management and offers a wealth of additional options. The new Search Ads 360 stands out primarily because of these three main core areas:
- A new and at the same time familiar look for cross engine management from other engines
- GMP stack integration and deeper engine support with improved features
- Enterprise uses for agencies and advertisers
We’ll go into the individual areas and the respective innovations in more detail in a moment, but first let’s take a look at the history of SA360.
Search Ads 360
Almost 15 years ago, DoubleClick was bought by Google and has since been run as its own tech stack. With the renaming and merging of the DoubleClick Suite and the Google Analytics Suite to form the Google Marketing Platform, little has changed for DoubleClick Search other than the renaming to Search Ads 360. While the engine accounts at Google and Microsoft Ads were constantly evolving and introducing new automatic campaign types, SA360 was largely at a standstill or only individual features were being added.
This should now be over and a completely new experience should be created:
Similar Look & Feel for cross engine management with SA360
The interface and loading time of SA360 are no longer up to date, but it will be much nicer in the future & work faster. If you already know the Google Ads or Microsoft Ads interface, switching to the SEM Platform SA360 is much easier. That means you can see – it has a similarity that is already known. Well-known features such as the overview and recommendations are adopted, which work across different engine accounts to provide cross-engine insights. In short – scaled, cleaner, faster and significantly more functions.
Merging different engine accounts (e.g. Google Ads, Microsoft Ads, etc. but also social engines) in one platform and collecting, managing and preparing as much campaign data as possible for data-driven attribution models is one of the advantages of Search Ads 360. If we look at Google Ads, there are campaign types such as Google Display or Performance Max, which should also be supported with the new experience.
All of this makes comprehensive campaign management easier from one tool and significantly more tasks from daily business can be completed more easily.
Seamless GMP stack integration
The second big point – the GMP stack integration – is another plus point of the SA360 strategy & Vision. We see again and again that the entire Google Marketing Platform is constantly evolving, most recently with Google Analytics or Google Analytics 4. This should continue to work smoothly with SA360. An important step by Google is to invest in interlinking the entities on this platform in order to make optimal use of the synergies and so the technology behind Google Ads is to be more closely integrated with SA360. Long development cycles of two separate tech stacks should disappear so that, in the best case, new features can be supported seamlessly.
This means, for example, that you can implement the entire management and reporting from SA360 for campaign types such as Performance Max or Google Display campaigns. Also Microsoft DSA or Yahoo! Dynamic Ads for Search will be supported in the future. Audience management via SA360 is also part of optimizing the workflow. Announcements, some of which were made years ago, are finally becoming reality.
Enterprise tools for agencies and advertisers
And the last point is particularly exciting for agencies, but also advertisers themselves. Specific features are offered on top, with the help of which labels can be scaled and created across multiple advertisers and engine accounts. This simpler campaign management was not possible in one place or another or was only possible with greater effort.
>> Cross-advertiser reporting
Companies that use engine accounts for the respective markets that are split among advertisers (e.g. 1 account for Germany, 1 account for Austria, 1 account for Switzerland, etc.) will be able to do comprehensive reporting for specific campaigns in the future.
>> Search Ads 360 Reports
Executive reports, which have recently had a rather shadowy existence, are being replaced by a report editor – similar to the one already known from Google Ads with predefined and custom reports.
>> Performance Center
Budget Management is receiving a further upgrade and will be connected to the Google Ads Performance Planner to form the new Performance Center. This powerful tool enables even better forecasts and decisions in daily business, as well as easier handling of budget groups and budget plans.
