What is it?
Search Ads 360 (DoubleClick Search) is Google’s advanced search management platform, housing a suite of tools to help advertisers take search campaign performance to the next level. SA360 saves time, reduces complexity, and provides state of the art measurement and optimisation features that will ultimately help you achieve your business objectives through Search.
Engine Accounts Hub:
DS allows multiple accounts to be managed from one interface. Advertisers can report on and optimise their AdWords, Bing, Baidu and Yahoo Japan accounts from one place, as well as tracking floodlight data for other engines including Naver and Yandex. An intuitive, easy to use UI allows for clear measurement between accounts and straightforward campaign optimisation at scale. Utilise floodlight tracking to use a single pixel across engine accounts and de-duplicate against other marketing channels.
SA360’s bid management tool uses complex algorithmic bidding to achieve your conversion goals. It is highly flexible and allows bidding towards different goal types, engine accounts, custom metrics and a host of attribution models, including SA360’s own Data Driven Attribution Model. Not only will the bidding tools optimise keyword and product group level bids, but device, RLSA and location adjustments can all be automated within a single, holistic bidding strategy. SA360’s bid management will not only save you time but make data driven changes at a scale not possible through human management.
Faster, Robust Administration and Reporting:
Keep your accounts in order with automated rules to control everything from campaign activation and keyword labelling to performance anomaly alerts and bid strategy application. Formula columns allow you to create in depth custom metrics to surface data as you want to see it, whilst features such as pre-saved views, custom attribution columns and a host of additional segments and dimensions allow advertisers to analyse their data in even greater detail.
In terms of reporting tools, SA360 has it covered. Utilise web query reports for automated downloads into Excel dashboards for in depth analysis or create visually appealing Executive report dashboards to give key stakeholders a clear overview of top level performance in an easily shareable format.
All advertisers, e-commerce or not, can create hugely scalable search campaigns using the enhanced inventory management tool. Plug in your feed to DS and use a host of templates and functions to create vast campaigns at massive scale, with dynamic attributes that will ensure you still deliver the most relevant message to your user. Inventory management will build out new entities as they enter your feed and pause objects that leave, to ensure your coverage is as up to date as it can be. Take a look at some of our case studies to see how users have leveraged this immensely powerful tool to deliver extraordinary results.
Use learnings and key information from within your own business to drive insights and automation. Business data can be used to segment and splice reports suited to your business but perhaps not as applicable to your complex search campaign structure. For campaign management, business data can be used to automate actions in SA360 and by integrating with inventory management feeds, business data can be dynamically changed to alter your campaigns as your business demands.
Integration and Attribution:
Under the guise of DS, SA360 sat as part of the wider DoubleClick stack, which allows reporting and attribution to be taken to the next level. Now as part of the wider Google Marketing Platform, SA360 will continue to work in harmony with Display & Video 360 and the platform measurement tools, to provide an in depth, holistic view of your data to driver better activation decisions.
Want to know more?
We’d love to speak to you about how Search Ads 360 can help your business, so get in contact to find out more.