Google Marketing Platform Essentials: Search Ads 360 overview

Summary

Melanie Roland, Senior Account Executive at Google, introduces Search Ads 360, a powerful tool within Google Marketing Platform. With 14 years at Google, she highlights how Search Ads 360 helps large global advertisers and agencies drive efficiency, save time, and simplify campaign management. Featuring automation, machine learning, and Google’s data-driven attribution, it streamlines tasks, saves time, and offers deep support across engines. The platform’s user-friendly interface and robust features have saved clients like e.l.f. Cosmetics and Media.Monks hours of work while boosting results. For those not yet using it, starting with Search Ads 360 is easy, and Google provides plenty of resources to assist.

Takeaways

• 😀 Search Ads 360 is a comprehensive enterprise search solution within the Google Marketing Platform (GMP), designed to streamline and optimize campaign management.
• 😀 Search Ads 360 leverages Google Ads' powerful auction-time bidding and data-driven attribution to drive efficiency in ad performance and decision-making.
• 😀 The platform enables users to manage all their advertising efforts across search, display, video, and social media in one central location, saving time and improving results.
• 😀 The redesigned Search Ads 360 platform provides deeper support across multiple engines and unifies the media stack, offering a more cohesive view of paid media.
• 😀 Automated bidding powered by machine learning and data-driven insights helps clients optimize their campaigns in real-time, reducing manual intervention.
• 😀 Time-saving features in Search Ads 360 include automated reporting, bulk changes, and easy-to-use budget forecasting tools, all accessible from a single interface.
• 😀 The platform's flexible and open architecture allows advertisers to integrate important data sources and make real-time adjustments based on that data.
• 😀 One of the key benefits of using Search Ads 360 is the ability to reduce complexity and improve workflow efficiency, as demonstrated by a 20% reduction in workload at OMD New Zealand.
• 😀 The platform's user-friendly interface is designed to resemble other familiar search tools like Google and Bing, making it easier for enterprise marketers to navigate.
• 😀 Search Ads 360 can significantly save time, with companies like Media.Monks reporting 2-3 hours saved per week after adopting the new system.
• 😀 For those not already using Search Ads 360, it’s easy to get started by accessing the Google Marketing Platform’s help center, signing up for live sessions, or exploring on-demand resources.

Q & A

What is Search Ads 360 and why is it important for businesses?

Search Ads 360 is an enterprise search solution within the Google Marketing Platform (GMP) that allows businesses to centralize and scale their day-to-day advertising tasks. It helps advertisers drive efficiency, save time, and manage complex campaigns across multiple platforms like Google, Bing, and Facebook.

How has Search Ads 360 evolved over the years?

Search Ads 360 was redesigned and rebuilt using the same technology that powers Google Ads, providing significant improvements. This upgrade, which was the biggest in 10 years, offers better tools for enterprise search advertisers, including deeper support for engines and more powerful bidding and attribution capabilities.

What are the three main benefits of using Search Ads 360?

The three main benefits of using Search Ads 360 are efficiency, time savings, and ease of use. It helps streamline bidding and reporting, saves time with automation, and provides a user-friendly interface that simplifies campaign management.

How does automated bidding in Search Ads 360 work?

Automated bidding in Search Ads 360 uses Google Marketing Platform’s data-driven attribution to make search decisions based on the full media stack, including search, display, and video. This allows for better performance and results, as bidding is optimized across various channels in real time.

Can Search Ads 360 integrate with other platforms outside of Google?

Yes, Search Ads 360 is open and flexible, allowing for integration with other platforms like Bing, Facebook, and Google Analytics. This integration provides a cohesive view of all paid media campaigns, enabling more informed decisions.

How does Search Ads 360 save businesses time?

Search Ads 360 saves time by automating tasks like bidding, reporting, and budget forecasting. It allows businesses to perform bulk changes quickly, create ads at scale, and move from manual to automated bidding, all within one user interface.

What specific results have businesses seen using Search Ads 360?

Businesses using Search Ads 360 have seen measurable results. For example, e.l.f. Cosmetics increased their return on ad spend (ROAS) by 41%, and OMD New Zealand reduced their workload by 20% due to enhanced budget forecasting, reporting features, and reduced complexity.

How does the user interface of Search Ads 360 enhance ease of use?

The user interface of Search Ads 360 has been redesigned to closely resemble popular search engine tools like Google and Bing. This makes it easier for enterprise marketers to navigate and manage campaigns efficiently, improving the overall user experience.

What kind of companies benefit the most from using Search Ads 360?

Large advertisers and agencies are the primary beneficiaries of Search Ads 360, as it allows them to consolidate media, drive efficiency, and save time on managing complex, multi-platform campaigns.

How can businesses get started with Search Ads 360?

Businesses interested in using Search Ads 360 can start by visiting the Google Marketing Platform help center or signing up for live sessions and on-demand content at g.co/learnwithgmp. They can also reach out to their Google rep or platform specialist for more information.