Level Up Your Google SEM Campaign: Google Search Ads 360 or Google Ads

Managing global advertising activity across multiple search engines and media channels is challenging without a powerful solution. It’s all about time efficiency, smarter optimization, advanced automation, reporting, and targeting capabilities. 

Google’s online advertising platform Google Ads (formerly Google Adwords) has a standard set of features for basic campaign management, including ad copy and extensions, Google Analytics integration, smart bidding, and conversion tracking. 

However, Search Ads 360 (the new name for DoubleClick Search) possesses enhanced functionalities that simplify the complex campaign management so that you can reach the next level of your SEM efficiency, faster.

Let’s take a closer look at Search Ads 360 benefits in more detail, and walk through some of the missing features of Google Ads that search ads covers instead.

Missing Feature #1: Ability to run ads on multiple search engines

– With Google Ads, you can run your search marketing activity only on Google search engine and its search partners.

– Search Ads 360 allows you to run marketing campaigns on Google search network as well as Bing, Baidu, Yahoo, and Yahoo Japan and media channels like Facebook, Instagram, and Twitter.

Missing Feature #2: Adaptive Campaigns

Adaptive Campaigns in Search Ads 360 automatically adjust location, remarketing targets, and product groups for manual Google Ads campaigns that help to improve and optimize campaign performance. This option also works for the Bing search engine, from Microsoft Advertising. It adapts product groups in Shopping campaigns.

Missing Feature #3: Machine Learning Algorithms

Google’s standard machine learning algorithms determine the likelihood of users’ actions based on different signals, including time, device, location, and previous users’ behavior.

Search Ads 360’s advanced machine learning algorithms allow you to set up bidding strategy specific goals which define the bidding strategy type, such as Ad position, and Impression share that tap into Google Ads, Bing, and Yahoo! Japan campaigns. You can also identify the bidding strategy type for the number of clicks, and Return on investment (ROI). 

Note that ROI requires Google Analytics Floodlight implementation so that you can create Smart Bidding in Search Ads 360 and optimize conversions at a cost per action (CPA), effective revenue share (ERS), or return on advertising spend (ROAS).

Missing Feature #4: Ad Builder Templates

Search Ads 360 includes an Ad builder tool directly in the UI that helps to create and edit ad copy throughout ad groups in a more simple way. The standard process of campaign management requires the usage of large spreadsheets. With Search Ads 360 Ad builder, you can place ads to any number of ad groups.

Missing Feature #5: Cross-channel Remarketing

Remarketing lists include users who’ve previously engaged with your site. As mentioned earlier, Search Ads 360 works across multiple search engines and media channels; hence you can also build and run remarketing lists across search and social channels. Being a part of Google Marketing Platform Search Ads 360 allows you to build the remarketing lists and share them in Display & Video 360 without additional tags.

Missing Feature #6: Attribution Models

Attribution models help determine how much credit to assign user engagements on their conversion path. 

The user conversion path includes multiple interactions with your site, like paid search clicks associated with exact or generic keywords, shopping campaigns, and other campaign items. These engagements can help you see that some of the campaign items may have a greater impact on conversions compared to what a simple last-click action determines. Applying bid adjustments to valued interactions allows you to allocate your SEM budget more efficiently.

Search Ads 360 attribution assigns conversion credit to the last click interaction by default. However, you can import basic attribution models from Google Analytics or Campaign Manager to Search Ads 360, as well as create custom models in Google Analytics or Campaign Manager and add them to Search Ads 360. 

In Search Ads 360 you can also use Search Ads 360 data-driven attribution which is built on real data-driven by your search campaign. It’s entirely separate data-driven attribution from attribution models you can generate in Google Analytics and Campaign Manager. Both have their own data-driven attributions that you cannot import into Search Ads 360.

Keep in mind: Search Ads 360 attribution model applies to future data and data from the last 60 days of the historical campaign performance.

You can use Search Ads 360 and Campaign Manager attribution models on conversions recorded by Floodlight.

The model you create in Search Ads 360, including basic models and any custom models, don’t count display ads impressions. To include display ads impressions data in attribution models, use the same attribution models but in Campaign Manager instead. When you build custom models in Campaign Manager, it will include the display ads impressions as well.

Attribution models don’t always involve search ads impressions. This applies to both Search Ads 360 and Campaign Manager basic and custom models.

Missing Feature #7: Budget management in Search Ads 360

In Search Ads 360, you can avoid exporting data to spreadsheets with the budget management feature, which takes care of budgeting, planning, and reporting all within the tool. 

Search Ads 360 budgeting lets you create budget groups and organize campaigns into a proper business structure, and it also allows you to set up budget plans to manage your spending. Budget groups can link campaigns from various search engines and campaigns from other types of accounts.

Missing Feature #8: Cross-channel conversion tracking

Search Ads 360 allows conversion tracking across search engines and Google Marketing Platform properties (Campaign Manager and Display & Video 360) with a single set of Floodlight tags that gives you insight into user’s engagements. 

Floodlight is a Google Marketing Platform’s conversion tracking system that contains tags to track website activity. 

Since the Floodlight records cross-environment conversion data, this data is available for any search engine accounts in Search Ads 360. 

Missing Feature #9: Import Bing Data (Microsoft Ads) into Google Analytics Reports

With Search Ads 360 and Google Analytics 360 reporting integration, you can link your Microsoft Advertising (Bing search engine) account with Google Analytics to access the Microsoft Advertising metrics in Google Analytics. This way you can view all your PPC account’s metrics, including costs, along with overall site metrics, in a single centralized dashboard.

Bottom Line

Before making the final decision on which search marketing platform is the right choice for your business analyze your actual SEM activity. Ask your marketing team if your current search platform features are enough to streamline your SEM strategy, or you need to fuel it with Search Ads 360 smart functionalities. 

Search Ads 360 empowers search advertising activity and can ultimately help to take the next step towards your SEM strategy growth. Want to learn more about Search Ads 360? Fill out the form below to download the full guide, or read our previous blog post covering Search Ads 360 and Google Ads basics, or our blog featuring a comparison table of Search Ads 360 and Google Ads how you can scale up your SEM with Search Ads 360.


Ready to take your ads to the next level? 
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Marketing Platform and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right.
DELVE Experts
delve.experts@delvepartners.com


Level Up Your Google SEM Campaign: Google Search Ads 360 or Google Ads

Managing global advertising activity across multiple search engines and media channels is challenging without a…

Level Up Your Google SEM Campaign: Google Search Ads 360 or Google Ads

Managing global advertising activity across multiple search engines and media channels is challenging without a powerful solution. It’s all about time efficiency, smarter optimization, advanced automation, reporting, and targeting capabilities. 

Google’s online advertising platform Google Ads (formerly Google Adwords) has a standard set of features for basic campaign management, including ad copy and extensions, Google Analytics integration, smart bidding, and conversion tracking. 

However, Search Ads 360 (the new name for DoubleClick Search) possesses enhanced functionalities that simplify the complex campaign management so that you can reach the next level of your SEM efficiency, faster.

Let’s take a closer look at Search Ads 360 benefits in more detail, and walk through some of the missing features of Google Ads that search ads covers instead.

Missing Feature #1: Ability to run ads on multiple search engines

– With Google Ads, you can run your search marketing activity only on Google search engine and its search partners.

– Search Ads 360 allows you to run marketing campaigns on Google search network as well as Bing, Baidu, Yahoo, and Yahoo Japan and media channels like Facebook, Instagram, and Twitter.

Missing Feature #2: Adaptive Campaigns

Adaptive Campaigns in Search Ads 360 automatically adjust location, remarketing targets, and product groups for manual Google Ads campaigns that help to improve and optimize campaign performance. This option also works for the Bing search engine, from Microsoft Advertising. It adapts product groups in Shopping campaigns.

Missing Feature #3: Machine Learning Algorithms

Google’s standard machine learning algorithms determine the likelihood of users’ actions based on different signals, including time, device, location, and previous users’ behavior.

Search Ads 360’s advanced machine learning algorithms allow you to set up bidding strategy specific goals which define the bidding strategy type, such as Ad position, and Impression share that tap into Google Ads, Bing, and Yahoo! Japan campaigns. You can also identify the bidding strategy type for the number of clicks, and Return on investment (ROI). 

Note that ROI requires Google Analytics Floodlight implementation so that you can create Smart Bidding in Search Ads 360 and optimize conversions at a cost per action (CPA), effective revenue share (ERS), or return on advertising spend (ROAS).

Missing Feature #4: Ad Builder Templates

Search Ads 360 includes an Ad builder tool directly in the UI that helps to create and edit ad copy throughout ad groups in a more simple way. The standard process of campaign management requires the usage of large spreadsheets. With Search Ads 360 Ad builder, you can place ads to any number of ad groups.

Missing Feature #5: Cross-channel Remarketing

Remarketing lists include users who’ve previously engaged with your site. As mentioned earlier, Search Ads 360 works across multiple search engines and media channels; hence you can also build and run remarketing lists across search and social channels. Being a part of Google Marketing Platform Search Ads 360 allows you to build the remarketing lists and share them in Display & Video 360 without additional tags.

Missing Feature #6: Attribution Models

Attribution models help determine how much credit to assign user engagements on their conversion path. 

The user conversion path includes multiple interactions with your site, like paid search clicks associated with exact or generic keywords, shopping campaigns, and other campaign items. These engagements can help you see that some of the campaign items may have a greater impact on conversions compared to what a simple last-click action determines. Applying bid adjustments to valued interactions allows you to allocate your SEM budget more efficiently.

Search Ads 360 attribution assigns conversion credit to the last click interaction by default. However, you can import basic attribution models from Google Analytics or Campaign Manager to Search Ads 360, as well as create custom models in Google Analytics or Campaign Manager and add them to Search Ads 360. 

In Search Ads 360 you can also use Search Ads 360 data-driven attribution which is built on real data-driven by your search campaign. It’s entirely separate data-driven attribution from attribution models you can generate in Google Analytics and Campaign Manager. Both have their own data-driven attributions that you cannot import into Search Ads 360.

Keep in mind: Search Ads 360 attribution model applies to future data and data from the last 60 days of the historical campaign performance.

You can use Search Ads 360 and Campaign Manager attribution models on conversions recorded by Floodlight.

The model you create in Search Ads 360, including basic models and any custom models, don’t count display ads impressions. To include display ads impressions data in attribution models, use the same attribution models but in Campaign Manager instead. When you build custom models in Campaign Manager, it will include the display ads impressions as well.

Attribution models don’t always involve search ads impressions. This applies to both Search Ads 360 and Campaign Manager basic and custom models.

Missing Feature #7: Budget management in Search Ads 360

In Search Ads 360, you can avoid exporting data to spreadsheets with the budget management feature, which takes care of budgeting, planning, and reporting all within the tool. 

Search Ads 360 budgeting lets you create budget groups and organize campaigns into a proper business structure, and it also allows you to set up budget plans to manage your spending. Budget groups can link campaigns from various search engines and campaigns from other types of accounts.

Missing Feature #8: Cross-channel conversion tracking

Search Ads 360 allows conversion tracking across search engines and Google Marketing Platform properties (Campaign Manager and Display & Video 360) with a single set of Floodlight tags that gives you insight into user’s engagements. 

Floodlight is a Google Marketing Platform’s conversion tracking system that contains tags to track website activity. 

Since the Floodlight records cross-environment conversion data, this data is available for any search engine accounts in Search Ads 360. 

Missing Feature #9: Import Bing Data (Microsoft Ads) into Google Analytics Reports

With Search Ads 360 and Google Analytics 360 reporting integration, you can link your Microsoft Advertising (Bing search engine) account with Google Analytics to access the Microsoft Advertising metrics in Google Analytics. This way you can view all your PPC account’s metrics, including costs, along with overall site metrics, in a single centralized dashboard.

Bottom Line

Before making the final decision on which search marketing platform is the right choice for your business analyze your actual SEM activity. Ask your marketing team if your current search platform features are enough to streamline your SEM strategy, or you need to fuel it with Search Ads 360 smart functionalities. 

Search Ads 360 empowers search advertising activity and can ultimately help to take the next step towards your SEM strategy growth. Want to learn more about Search Ads 360? Fill out the form below to download the full guide, or read our previous blog post covering Search Ads 360 and Google Ads basics, or our blog featuring a comparison table of Search Ads 360 and Google Ads how you can scale up your SEM with Search Ads 360.


Ready to take your ads to the next level? 
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Marketing Platform and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right.

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