Search Ads 360 (SA360) is an advanced enterprise-level solution designed to manage search marketing campaigns across multiple search engines and media channels. As part of the Google Marketing Platform, SA360 offers marketers a comprehensive tool to optimize performance, simplify operations, and deliver measurable results. With SA360, marketers can effectively manage bidding and budgets, achieving a 10% to 30% increase in conversion volumes. 

This article outlines Search Ads 360 and its potential for search marketing campaigns.

Key benefits of Search Ads 360 over Google Ads

While Google Ads provides a solid foundation for search advertising, SA360 elevates campaign management with enterprise-grade capabilities.

• Streamlined campaign management: centralize reporting and insights across multiple search engines and obtain enhanced metrics and reporting views to simplify complex campaign strategies.
• Advanced bidding strategies: utilize sophisticated algorithms to optimize budget allocation, predict performance impacts, and improve return on investment (ROI) through real-time adjustments.
• Enhanced integration with Adobe Analytics: combine search performance data with deep customer insights from Adobe Analytics. This integration provides a comprehensive view of campaign performance, enabling data-driven optimizations. For Adobe Analytics users managing Google Ads campaigns, Search Ads 360 is an invaluable resource for achieving superior results.

Unique functionalities of Search Ads 360

SA360 offers a rich array of features tailored to optimize campaign performance and streamline operations.

• Precision tracking with Floodlight: track and report campaign performance across various channels using Floodlight, a robust conversion tracking system within the Google Marketing Platform.
• Multi-search engine management: manage campaigns on platforms like Google Ads, Microsoft Advertising, Yahoo! Japan, and Baidu from one interface, which reduces manual effort and connects audiences across channels.
• Advanced bid modifiers: adjust bid strategies dynamically across dimensions like audiences, locations, and devices to obtain unparalleled flexibility and precision in campaign management.

These capabilities empower marketers with greater control and efficiency, enabling them to achieve optimal outcomes and maximize ROI.

Search Ads 360 integration capabilities

SA360 connects with leading tools, including:

• Google Analytics and Adobe Analytics for comprehensive performance tracking; and
• BigQuery and Data Studio for large-scale data management and reporting.

These integrations support cohesive data flow, facilitating informed decision-making and effective campaign strategies across your technology stack.

Efficiency and incremental performance of Search Ads 360

SA360 minimizes the time and effort needed to manage large-scale campaigns by automating routine tasks and enabling real-time optimizations. This efficiency allows marketers to concentrate on strategy and long-term goals while driving incremental performance improvements.

Proven success stories

Our team at adviso has seen the potential of Search Ads 360 at work for many clients and business sectors.

Financial services

SA360’s weighted bid management strategies were leveraged to achieve a 25.8% increase in mobile transactions and a 78% improvement in impression share lost due to rank. This approach maximized efficiencies and exceeded business expectations​.

Hospitality

Search Ads 360 Smart Bidding was used to optimize campaigns, resulting in a 147% revenue growth and a 13% improvement in return on ad spend within one month. This enabled the team to focus more on strategic planning while driving outstanding results​.

Consumer goods

SA360’s cost-per-action bidding strategy was applied to increase time spent on a client’s website, achieving a 27% boost in overall conversion rates and a 21% reduction in cost per session​.

These examples demonstrate the measurable impact SA360 can have on marketing success.

Future-proof your digital marketing

Advertisers using Google Ads are eligible to adopt Search Ads 360, which offers scalability for businesses of all sizes—whether they are aiming for rapid growth or optimizing performance with smaller budgets.

As an official Google Marketing Platform partner, we specialize in Search Ads 360 integration and optimization. Let us help you unlock new growth opportunities, integrate SA360 into your marketing stack, and achieve exceptional results.

Contact us today to explore how Search Ads 360 can revolutionize your search engine marketing and drive meaningful revenue growth.

Written by Jean-François Chevalier and Nicolas Villeneuve