{"id":143813,"date":"2022-03-23T07:31:27","date_gmt":"2022-03-23T07:31:27","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=143813"},"modified":"2022-03-23T11:54:33","modified_gmt":"2022-03-23T11:54:33","slug":"2022-search-ads-360-update-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2022\/03\/23\/2022-search-ads-360-update-what-you-need-to-know\/","title":{"rendered":"2022 Search ads 360 update: What you need to know"},"content":{"rendered":"<h3><\/h3>\n<div class=\"well\">\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143815\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/2022-Search-ads-360-update-What-you-need-to-know.png\" alt=\"2022 Search ads 360 update What you need to know\" width=\"728\" height=\"256\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/2022-Search-ads-360-update-What-you-need-to-know.png 728w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/2022-Search-ads-360-update-What-you-need-to-know-300x106.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/2022-Search-ads-360-update-What-you-need-to-know-768x270.png 768w\" sizes=\"auto, (max-width: 728px) 100vw, 728px\" \/><\/h3>\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Search Ads 360 platform has seen one of its biggest updates in 10 years<\/li>\n<li>Performics&#8217; Senior Media Manager, Alex Medawar shares key highlights of the updates around budget optimization, performance monitoring, and inventory management<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Google recently <\/span><a href=\"https:\/\/blog.google\/products\/marketingplatform\/360\/introducing-new-search-ads-360\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">announced<\/span><\/a><span style=\"font-weight: 400;\"> a new update to its Search Ads 360 platform \u2013 and it\u2019s a big one. SA360 has gotten even more powerful since it was first launched over 10 years ago, making it simpler than ever for commercial enterprises to manage their search advertising efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A select number of Search Ads 360 users finally gained preview access this past month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The new platform experience will start rolling out over the coming months while allowing users to continue access in the classic experience. In this article, I outline <\/span>what&#8217;s new and share effective ways to make the most of your budgets and inventory in the Search Ads 360 platform.<\/p>\n<h2><b>1. Greater support for alternative channels<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the Search Ads 360 updates includes greater support for alternative search engines such as Microsoft Ads and Yahoo! Japan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other advertising channels have been neglected for years, and the consequence has been time-consuming workarounds to link data and make bulk changes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result of the new update, Google promises that you will now be able to get more of your work done from the same place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Microsoft Advertisers, SA360 will now support additional features:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Response search ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call extensions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Local inventory ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Access to a variety of audience types<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For Yahoo! Japan advertisers, you can now utilize dynamic search ads and site link extension scheduling.<\/span><\/p>\n<h2><b>2. Access to new features<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Search Ads 360 will now offer support for the newest features in Google Ads including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817\" target=\"_blank\" rel=\"noopener\">Performance Max<\/a> &#8211; a new goal-based campaign type that lets performance advertisers access all of their Google Ads inventory from a centralized campaign.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9176876\" target=\"_blank\" rel=\"noopener\">Discovery campaigns<\/a> &#8211; allows advertisers to run ads in <a href=\"https:\/\/searchenginewatch.com\/2022\/02\/17\/is-your-business-optimized-for-google-discover-this-guide-is-for-you\/\" target=\"_blank\" rel=\"noopener\">Google discover feeds<\/a> to deliver highly visual, inspiring personalized ad experiences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Display and YouTube Advertising (previously only in the platform)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google has also added advanced enterprise innovation features that will allow teams to scale everyday tasks such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campaign management<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create automated rules<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use labels across various advertisers simultaneously<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The addition of Templates will combine current features like<\/span> <span style=\"font-weight: 400;\">inventory management<\/span><span style=\"font-weight: 400;\"> and<\/span> <span style=\"font-weight: 400;\">ad builder<\/span><span style=\"font-weight: 400;\"> for a unified and scalable experience.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143817\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/new-features-in-the-Search-Ads-360-update-inventory-management-and-ad-builder.jpg\" alt=\"new features in the Search Ads 360 update - inventory management and ad builder\" width=\"700\" height=\"335\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/new-features-in-the-Search-Ads-360-update-inventory-management-and-ad-builder.jpg 700w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/new-features-in-the-Search-Ads-360-update-inventory-management-and-ad-builder-300x144.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For media managers who spend hours crafting forecasts, the new Performance Center will include enterprise planning capabilities with spend, CPA, and conversion forecasts in the coming months.<\/span><\/p>\n<h2><b>3. Updated inventory management<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A revamped inventory management system provides streamlined workflows and more powerful controls over how you use your ad space.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Utilizing an inventory feed, SA360 can generate ready-to-go paid search campaigns using dynamic data such as price, description, and availability of your product from your feed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This tool is especially useful for industry verticals with frequently changing prices and availability such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Airlines<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hotels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Live and Streaming Entertainment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recruitment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retail<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Businesses with geo-specific offers<\/span><\/li>\n<\/ul>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143820\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/inventory-management-in-Search-Ads-360-update.jpg\" alt=\"\" width=\"392\" height=\"482\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/inventory-management-in-Search-Ads-360-update.jpg 392w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/inventory-management-in-Search-Ads-360-update-244x300.jpg 244w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/h3>\n<h3><b>How it works<\/b><\/h3>\n<ol>\n<li><span style=\"font-weight: 400;\">Provide<\/span><a href=\"https:\/\/support.google.com\/merchants\/answer\/188489\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">high-quality data<\/span><\/a><span style=\"font-weight: 400;\"> and make a list of attributes for your feed such as product name, price, and landing page.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Create templates for each type of output you want generated such as a campaign, ad group, ad, or keyword. (Tip: start small!)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Utilize<\/span><a href=\"https:\/\/support.google.com\/searchads\/table\/4421343\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">functions<\/span><\/a><span style=\"font-weight: 400;\"> and attributes to generate highly relevant ads.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Check your output and optimize until you are happy with the results.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Within minutes, you&#8217;ll have ready-to-go, targeted campaigns in your account that ready for launch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the new Search Ads 360, marketers will be able to manage templates across client accounts to update ads at scale.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143819\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/budget-management-in-Search-Ads-360.jpg\" alt=\"budget management in Search Ads 360\" width=\"700\" height=\"401\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/budget-management-in-Search-Ads-360.jpg 700w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/budget-management-in-Search-Ads-360-300x172.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2><b>4. Budget management<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Any media manager will tell you that managing account budgets and pacing is one of the most critical components of campaign management and also one of the most difficult, especially at scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As part of the latest Search Ads 360 release, budget management will be improved and integrated with the new &#8216;Performance Center&#8217;.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Later this year, Google plans to provide complete access to these planning tools, allowing you to experiment with a variety of potential media budget flighting scenarios.<\/span><\/p>\n<h3><b>Features<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The following are some of the features included in the present budget management system:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visual graphs that include target and estimated spend, plus KPIs such as CPA (cost per acquisition) or revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Automatic budget allocation and bid adjustments set by your chosen budget bid strategy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Forecasting capabilities based on historical performance data that factors in seasonality<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Estimated cumulative spend and likelihood to hit target spend based on historical data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pacing reports at the daily, weekly, monthly, quarterly, and annual level<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As Google adds new features throughout the year, we can anticipate that these tools will become more accurate and streamlined for enterprise planning.<\/span><\/p>\n<h2><b>New look<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The new Search Ads 360 experience closely resembles the Google Ads platform with similar navigation and a familiar <a href=\"https:\/\/searchenginewatch.com\/2021\/04\/12\/ux-an-important-seo-ranking-factor\/\" target=\"_blank\" rel=\"noopener\">user experience<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Upon launching the SA360 platform, you can see the identical account overview dashboard found in Google Ads for seamless navigation between the two.<\/span><\/p>\n<h2><b>Into the future<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With the new Search Ads 360 update, Google opens doors for the next generation of enterprise innovations to optimize performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The new updates will help you get more work done in one place saving time and providing a better cross-channel view for data-driven decision making.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn all about the new tools, enroll in Google&#8217;s<\/span><a href=\"https:\/\/skillshop.exceedlms.com\/student\/path\/396050-get-started-with-search-ads-360\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">new Skillshop modules<\/span><\/a><span style=\"font-weight: 400;\"> for Search Ads 360.<\/span><\/p>\n<hr \/>\n<p><i><span style=\"font-weight: 400;\">Alex Medawar is Senior Media Manager at Performics and creator of <a href=\"http:\/\/alexmedawar.com\" target=\"_blank\" rel=\"noopener\">Alex Medawar.com<\/a>. <\/span><\/i><i><span style=\"font-weight: 400;\">As a seasoned digital media expert, Alex Medawar focuses on B2B paid search campaign management and strategy for global brands in the tech space. Utilizing a data-driven approach, Alex believes that both small businesses and large enterprises alike can speak to their audience and drive results within the digital media landscape.<\/span><\/i><\/p>\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/searchenginewatch.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\">Search Engine Watch newsletter<\/a><\/strong><strong>\u00a0for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.<\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/groups\/61126\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/sewatch\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get more work done in one place, save time and access a better cross-channel view for data-driven decision making<\/p>\n","protected":false},"author":1092,"featured_media":143815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,5],"tags":[28156,27723,28137,37,11066,588,58,28157,22,4654],"content_type":[],"class_list":["post-143813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-seo","tag-budget-management","tag-campaign-budget-optimization-cbo","tag-expert-commentary","tag-google","tag-inventory-management","tag-paid-search-ads","tag-ppc","tag-search-ads-360-update","tag-seo","tag-yahoo-japan"],"acf":{"tad_independentcommercial":"Independent","tad_content_format":"Expert commentary"},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/2022-Search-ads-360-update-What-you-need-to-know.png","category":"PPC","timeago":"4y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143813","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=143813"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143813\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143815"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=143813"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=143813"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=143813"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=143813"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}