What is Search Ads 360?
Google’s Search Ads 360, formerly known as Doubleclick Search, is a marketing platform that allows marketers to manage large search campaigns. Search Ads 360 allows advertisers to run these campaigns across multiple engines and media channels. With its built-in integration to the Google Marketing Platform, this program simplifies managing and tracking multiple campaigns to just one platform, which eases cross-channel buying, reporting, and attribution.
What was updated?
Search Ads 360 was updated on 2/8/2022, this allowed Google to attempt to fix some issues that were noted since it was first developed over ten years ago. There were three main focus points that all started with them rebuilding on a proven platform. It is now powered by the same technology as Google Ads, which allows it to manage more data than before.
The first point that they focused on updating was the platform’s interface. Google created an interface that closely resembles that of Google Ads or Microsoft Advertising. Since advertisers are likely to be more familiar with this layout, it allows users to navigate through the platform quickly and confidently, compared to the old interface.
Another point that Google focused on in their update was offering improved support for the multiple support engines available on Search Ads 360. This improvement was added so that users are able to complete more tasks in one place. This program allows advertisers to get support from one source, and not have to switch between the different engines that they are running the campaigns on. Google has already included support for several of engines and promised to continue adding more in the future, based on feedback.
Lastly, the third major point that Google focused on in this recent update was adding new features. The goal was to add certain features that were unique to Search Ads 360.
Search Ads 360 vs. Google Ads
Although Google Ads offers similar features to Search Ads 360, there are a few key differences between them. The main difference is the engines that the search ads are served on. Currently, Google Ads only serves on Google search sites and partners, such as the Google Play Store, Google Maps, and YouTube. On the other hand, Search Ads 360 can serve ads on all of the same engines as Google Ads, but also Microsoft Advertising, and some Yahoo! engines. This allows Search Ads 360 campaigns to reach a larger audience compared to Google Ads.
Along with serving ads on different engines, Search Ads 360 also makes managing and analyzing these ads easier for the user. Without it, users would have to go to each platform individually to make any changes or pull any performance data. Search Ads 360 allows the user to do all of this in the same place, which saves time and effort.
Another difference between the two platforms is the performance of each. Search Ads 360 gives the user more specific automated bidding than Google Ads by allowing the user to set maximum/minimum CTA and ROAS, unlike Google Ads. This is because the campaigns that are running on it are likely to be larger campaigns, which brings up another point. Due to the campaigns being larger, about 20 conversions per week are required for Search Ads 360 to properly perform, while Google Ads can perform well with 30 conversions per month.
Search Ads 360 is a good platform for advertisers to use if they are running larger campaigns. The newly updated platform now has a more friendly user interface, improved support for different search engines, and some new features that are exclusive to the new program. Some things that set this platform apart from Google Ads are the ability to serve ads on different platforms, while also making changes and pulling data from the different platforms all in one place.
This does not mean that it will be better than Google Ads for everyone though, as smaller campaigns that are not getting 20 conversions per week will not be able to perform as well on Search Ads 360 compared to Google Ads. When it comes to where to run a search campaign, there are many options, and Search Ads 360 should be strongly considered due to its recent updates.