10 Mar Google Search Ads: Search Ads 360 vs. Google Ads
Search engine marketing (SEM) is the backbone of great digital marketing campaigns, so it is crucial to make sure you select the best optimization processes and platforms for your organization. Google SEM includes both Google Ads and Search Ads 360.
Google Ads Fundamentals
Advertisers usually associate paid search with Google Ads (i.e.Google Adwords) Google’s search advertising platform.
With Google Ads, businesses can run their marketing campaigns across Google Search Network and search partners. However, enterprise companies that advertise on a larger scale leverage other search engines like Google Ads, Yahoo, Bing (Microsoft Ads), Baidu, and Yahoo Japan.
Google Ads is a great solution for smaller advertisers who don’t necessarily need sophisticated management and flexibility. It has a limited API functionality and no access to multiple ad networks, DMPs, and DSPs.
Running large scale search marketing campaigns requires additional efforts and resources for planning, set up, reporting, and optimization. This is where the Search Ads 360 comes into play.
What is Search Ads 360?
Search Ads 360 (Google SA 360) is Google’s enterprise search management platform where businesses can run their global search marketing campaigns across different media channels and search engines, including Google Ads, Bing, Yahoo!, Baidu, and Yahoo! Japan – all in one place. Formerly called DoubleClick Search, Search Ads 360 is just one of the tools that are now a part of the enterprise-level analytics and advertising solution called Google Marketing Platform.
Search Ads 360 helps marketers:
– Save time on campaign management with simplified workflow and superior reporting capabilities
– Improve campaign performance with advanced automated bidding
– Leverage native integration with Google Marketing Platform to build attribution and execute cross-channel ad buying.
How To Decide If You Need Google Search Ads 360
Evaluate your current marketing mix in terms of channels and investment. If you’re running a small campaign in a single channel, then you won’t need the simplified workflow provided by Search Ads 360. However, if you’re running a number of campaigns across multiple platforms Search Ads 360 offers tremendous optimization opportunities.
Step 1: Identify your business needs
Determine the marketing needs of your organization and identify any gaps in the ROAS optimization loop. Start by evaluating KPIs and bottom-line metrics, laddering up tracking/reporting, then back to media spend.
Step 2: Unify all data sources in a single place
Unify tracking/reporting from disparate channels within a single comprehensive attribution model via Google Analytics 360 or a similar tool. This will help unlock the true value of your marketing spend, eliminates wasted spend and so that you can see the ROAS of each marketing touchpoint.
Step 3: Fuel ML algorithms with valuable conversion signals
Once you complete the ROAS loop, you can start feeding valuable conversion signals back to the SEM campaigns, which fuels machine-learning algorithms and unlocks exponential growth. This is where Search Ads 360 shines as a solution.
Step 4: Build advanced audiences with Search Ads 360
Finally, you can build advanced audiences based on attribution data and cross-channel remarketing with Search Ads 360. For example, you can target users who are searching for what you’re selling on Google by targeting those same users with display ads, even if they never clicked your ad or came to your website. Such is the power of these cross-channel remarketing capabilities.
Google Paid Search Advertising: Bottom Line
To recap, start with understanding your current marketing mix and evaluate the progress towards your unique marketing goals. This ultimately helps to define what your organization needs in terms of SEM optimization capabilities. On the other hand, Search Ads 360 is a logical and valuable next step for advertisers with healthy SEM campaigns and investments who are ready to take their performance to the next level. Want to learn more about Search Ads 360 and Google Ads? Check out part 2 comparing features of Google Ads and Search Ads 360, and part 3 detailing the best features of Search Ads 360 in our Search Ads 360 and Google Ads series, and fill out the form below to download the full comparison guide. DELVE is your Search Ads 360 specialist.