Google has revamped Search Ads 360, a search management platform, the company announced on February 8th. This update and refresh of this platform includes support for some newer Google Ads features such as Discovery campaigns and Performance Max, search engine support for other brands, a new interface for the platform as well as workflow improvements. The refreshed UI will start rolling out over the next few months. Google plans to share the timeline of migration as the year goes on.
What is Search Ads 360?
Defined directly by Google, “Search Ads 360 is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels.” The pros of this platform has been streamlined workflow and reporting features that enable buyers to run their campaigns more efficiently, and automated bidding is included as well to improve campaign performance. Built-in integration with the Google Marketing Platform allows buyers to manage and track digital campaigns across a single platform, enabling rich, cross-channel buying, reporting and attribution.
What’s new in Search Ads 360?
Supports new Google features. The new version of Search Ads 360 was redesigned and relaunched using the same technology that powers Google Ads, the newer platform between the two. Having this common technology as the foundation enables support for most new Google Ads features, such as Performance Max and Discovery campaigns.
Support for other search engines. One of the main selling points for the updated 360 platform is the ability to manage your ads across different channels, including other search engines. Search Ads 360 allows Google to add support for more features from other search engines.
For example, the updated platform now supports additional Microsoft Advertising features, which includes responsive search ads, call extensions, and additional Microsoft audience types like customer match. Support for Yahoo! Japan’s Dynamic Ads for Search and sitelink extension scheduling are also now available.
Google will continue to add more features and channel support in the coming quarters.
New advanced features for enterprises. In addition to support for existing features, Google is also rolling out completely new features for Search Ads 360.
“For instance, the new Search Ads 360 takes enterprise workflows to the next level by giving you new ways to centralize and scale your day-to-day tasks and key activities — like campaign management, automated rules and labels — and you’ll now be able to make these changes across multiple advertisers at the same time,” Google said in the announcement.
The company is also making upgrades to existing features: The “Performance Center,” which will become available later this year, is touted as an improved budget management planner with support for enterprise planning capabilities, like improved forecasting across search engines.
And, the existing inventory management and ad builder tools will be unified into one feature, which will be called “Templates.” Templates is also expected to become available later this year.
Refreshed UI. Google also updated the interface of Search Ads 360, borrowing elements from the Google Ads and Microsoft Advertising UIs. This may make navigation more efficient since advertisers may already be familiar with it.
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