Although Google Ads has built-in bidding algorithms and optimization features, some advertisers and PPC advertisers still rely on Google’s Search Ads 360 (SA360) to manage complex campaigns.
This article discusses three key best practices and integrations that can help maximize the value of using SA360:
Leveraging data integrations with Google Analytics and BigQuery. Leveraging advanced bid optimization features such as value-based bidding and custom variables. Use of templates and feed automation to streamline ad creation and management processes.
What is Search Ads 360 (SA360)?
Search Ads 360 is a search management platform owned by Google that helps agencies and marketers manage large search marketing campaigns. through various engines and media channels.
You can use Search Ads 360 to create, manage and report on search campaigns in:
Google Ads Microsoft Ads Yahoo! Products sponsored by Japan Baidu
SA360 is for complex accounts and brands, especially retailers that have product feeds with ongoing inventory updates.
Below are best practices to help you get the most value from SA360.
1. Take advantage of data integrations with Google Analytics and BigQuery
Two-way data sync ensures everything is consistent. Using Google Analytics conversions to feed bidding models establishes a single source of truth across platforms.
Feeding the data into BigQuery makes the analysis more robust. Some use cases include:
Analysis of seasonal trends
Brands can analyze historical SA360 data stored in BigQuery to identify seasonal trends in search queries and bookings. This information can guide them in adjusting their ad spend and targeting strategies to take advantage of peak booking periods.
Multi-channel performance
By integrating data from SA360 and other advertising platforms into BigQuery, brands can understand the role of search ads in the broader context of their multi-channel marketing efforts, optimizing the mix for better ROI.
Lead quality analysis
A lead generation company can use BigQuery to analyze SA360 data combined with lead quality data from its CRM. This allows them to identify which keywords and search campaigns generate high-quality leads and adjust their bidding strategies accordingly.
2. Take advantage of advanced bid optimization features
Value-based bidding helps advertisers target not just one conversion event, but multiple events (email signup, conversion, finding a location, etc.).
Setting the different values for each event helps the algorithm have a wider set of data and actions to optimize. Additionally, you can create a weighting between these various conversion events in SA360 to help create the optimal mix of these events.
There is also the ability to set custom variables using Floodlight tags. These include products, location, loyalty programs and other personalized variables, which can be very important to businesses.
Isolated variations may not seem to mean much, but when stacked on top of each other, you can see significant differences.
Take, for example, profit margin per product. Let’s say you sell a $200 printer and a $200 digital camera. Even though the revenue is $200 in both scenarios, the printer’s profit margin might be 30% and the digital camera’s only 10%. So the $200 printer is the preferred sale because it generated $60 in profit, while the digital camera only generated $20.
Other items that have significant business can be shipping costs that can vary based on product weight, or products that generate subscription revenue versus one-time purchases. These are the kinds of updates and sophisticated rules you can help establish in SA360 that can really make a difference.
This includes getting sophisticated help for new campaigns, called a “cold start.” These campaigns try to balance learning mode with not over reaching for a high position and unnecessary spend.
While it still takes up to two weeks to get enough data out of this mode, this “cold start” mode does a much better job of starting campaigns.
Google specifically states that it overrides the bid strategy’s primary objective, such as CPA, ERS, ROAS, position, and any monthly spend amount set for the bid strategy. However, it does not override minimum/maximum bids or campaign budgets.
Dig deeper: How each Google Ads bid strategy impacts campaign success
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3. Use templates and feed automation to streamline ad creation
There are many businesses beyond retailers that have a variety of campaigns, products, and variations that could save a lot of time and effort by being automated and converted to templates.
The following example for an airline helps show how these variations can be used to create dynamic ads for the consumer.
When you set them up, you can maximize their use by optimizing your feed. Remember, “garbage in, garbage out.” You need to make sure your foundation is solid to fully utilize these automated features.
These templates can be found in the SA360 Shared Library. The following example shows how the feed should be configured.
Leveraging SA360 for advanced PPC campaigns
Search Ads 360 is a powerful tool accessible only through a certified third-party vendor. Search marketing experts can leverage their advantages effectively.
However, like any tool, it requires experience to get the most value.
Just as you wouldn’t buy a high-priced laptop just for web browsing, you need to deeply understand your business to use this tool effectively. Custom variables, templates and data integrations are crucial to success, especially in competitive markets.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
