2022 Search ads 360 update: What you need to know

Google recently announced a new update to its Search Ads 360 platform – and it’s a big one. SA360 has gotten plane increasingly powerful since it was first launched over 10 years ago, making it simpler than overly for commercial enterprises to manage their search razzmatazz efforts.

A select number of Search Ads 360 users finally gained preview wangle this past month.

The new platform wits will start rolling out over the coming months while permitting users to protract wangle in the archetype experience. In this article, I outline what’s new and share constructive ways to make the most of your budgets and inventory in the Search Ads 360 platform.

1. Greater support for volitional channels

One of the Search Ads 360 updates includes greater support for volitional search engines such as Microsoft Ads and Yahoo! Japan.

Other razzmatazz channels have been neglected for years, and the magnitude has been time-consuming workarounds to link data and make zillion changes.

As a result of the new update, Google promises that you will now be worldly-wise to get increasingly of your work washed-up from the same place.

For Microsoft Advertisers, SA360 will now support spare features:

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

For Yahoo! Japan advertisers, you can now utilize dynamic search ads and site link extension scheduling.

2. Wangle to new features

Search Ads 360 will now offer support for the newest features in Google Ads including:

• Performance Max – a new goal-based wayfarers type that lets performance advertisers wangle all of their Google Ads inventory from a internal campaign. 
• Discovery campaigns – allows advertisers to run ads in Google discover feeds to unhook highly visual, inspiring personalized ad experiences
• Display and YouTube Razzmatazz (previously only in the platform)

Google has moreover widow wide enterprise innovation features that will indulge teams to scale everyday tasks such as:

• Campaign management
• Create streamlined rules
• Use labels wideness various advertisers simultaneously

The wing of Templates will combine current features like inventory management and ad builder for a unified and scalable experience.

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.

3. Updated inventory management

A revamped inventory management system provides streamlined workflows and increasingly powerful controls over how you use your ad space.

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.

This tool is expressly useful for industry verticals with commonly waffly prices and availability such as:

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

How it works

1. Provide high-quality data and make a list of nature for your feed such as product name, price, and landing page.
2. Create templates for each type of output you want generated such as a campaign, ad group, ad, or keyword. (Tip: start small!)
3. Utilize functions and nature to generate highly relevant ads.
4. Check your output and optimize until you are happy with the results.

Within minutes, you’ll have ready-to-go, targeted campaigns in your worth that ready for launch.

In the new Search Ads 360, marketers will be worldly-wise to manage templates wideness vendee finance to update ads at scale.

4. Upkeep management

Any media manager will tell you that managing worth budgets and pacing is one of the most hair-trigger components of wayfarers management and moreover one of the most difficult, expressly at scale.

As part of the latest Search Ads 360 release, upkeep management will be improved and integrated with the new ‘Performance Center’.

Later this year, Google plans to provide well-constructed wangle to these planning tools, permitting you to experiment with a variety of potential media upkeep flighting scenarios.

Features

The pursuit are some of the features included in the present upkeep management system:

• Visual graphs that include target and unscientific spend, plus KPIs such as CPA (cost per acquisition) or revenue
• Automatic upkeep typecasting and bid adjustments set by your chosen upkeep bid strategy
• Forecasting capabilities based on historical performance data that factors in seasonality
• Estimated cumulative spend and likelihood to hit target spend based on historical data
• Pacing reports at the daily, weekly, monthly, quarterly, and yearly level

As Google adds new features throughout the year, we can visualize that these tools will wilt increasingly well-judged and streamlined for enterprise planning.

New look

The new Search Ads 360 wits closely resembles the Google Ads platform with similar navigation and a familiar user experience.

Upon launching the SA360 platform, you can see the identical worth overview dashboard found in Google Ads for seamless navigation between the two.

Into the future

With the new Search Ads 360 update, Google opens doors for the next generation of enterprise innovations to optimize performance.

The new updates will help you get increasingly work washed-up in one place saving time and providing a largest cross-channel view for data-driven visualization making.

To learn all well-nigh the new tools, enroll in Google’s new Skillshop modules for Search Ads 360.

Alex Medawar is Senior Media Manager at Performics and creator of Alex Medawar.com. As a seasoned digital media expert, Alex Medawar focuses on B2B paid search wayfarers management and strategy for global brands in the tech space. Utilizing a data-driven approach, Alex believes that both small businesses and large enterprises unwrinkled can speak to their regulars and momentum results within the digital media landscape.

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