Enhance Your PPC Strategy: Discover 3 Best Practices for Advanced Marketers on Search Ads 360
Are you a PPC marketer or advertiser looking to take your strategy to the next level? While Google Ads offers built-in bidding algorithms and optimization features, some marketers still rely on Google’s Search Ads 360 (SA360) for managing complex campaigns. In this article, we will discuss three key best practices and integrations that can help you maximize the value of using SA360.
What is Search Ads 360 (SA360)?
SA360 is a search management platform owned by Google that helps agencies and marketers manage large search marketing campaigns across multiple engines and media channels. It allows you to create, manage, and report on search campaigns on platforms like Google Ads, Microsoft Ads, Yahoo! Japan Sponsored Products, and Baidu. SA360 is especially useful for complex accounts and brands, particularly retailers with ongoing inventory updates.
Best Practice 1: Leverage data integrations with Google Analytics and BigQuery
One of the key advantages of SA360 is its ability to integrate with Google Analytics and BigQuery. By syncing data bidirectionally, you can ensure consistency across platforms. Using Google Analytics conversions to feed bid models establishes a single source of truth. But the real power comes from feeding the data into BigQuery for more robust analysis.
There are several use cases for leveraging this integration. For example, brands can analyze historical SA360 data stored in BigQuery to identify seasonal trends in search queries and bookings. This insight can guide them in adjusting their ad spend and targeting strategies to capitalize on peak booking periods. By integrating data from SA360 and other advertising platforms into BigQuery, brands can also understand the role of search ads in the broader context of their multi-channel marketing efforts, optimizing the mix for better ROI. Additionally, a lead generation company can use BigQuery to analyze SA360 data combined with lead quality data from their CRM, enabling them to identify which search keywords and campaigns generate high-quality leads and adjust their bidding strategies accordingly.
Best Practice 2: Take advantage of advanced bid optimization features
SA360 offers advanced bid optimization features like value-based bidding and custom variables. Value-based bidding allows advertisers to focus on a variety of conversion events beyond just one, such as email sign-ups, finding a location, or conversions. By setting up the various values of each event, the algorithm has a broader set of data and actions to optimize against. Custom variables, set up through floodlight tags, include products, location, loyalty programs, and other important variables for businesses. These variables may seem insignificant individually but can make a significant difference when stacked together. For example, considering the profit margin by product can help prioritize sales that drive higher profits.
SA360 also provides sophisticated help for brand-new campaigns with a feature called “cold start.” This mode balances learning with not overreaching for a high position and wasteful spend. Although it takes up to two weeks to gather enough data, the cold start mode does a better job of getting campaigns started. However, it is important to note that this mode overrides the bid strategy’s primary goal but does not override minimum/maximum bids or campaign budgets.
Best Practice 3: Use templates and feed automation to streamline ad creation
Automating ad creation can save a lot of time and effort for businesses with a variety of campaigns, products, and variations. SA360 offers templates and feed automation to streamline this process. By optimizing the feed and ensuring a solid foundation, you can maximize the use of these automated features. Templates can be found in the shared library within SA360 and can be customized based on your specific needs.
In conclusion, SA360 is a powerful tool for advanced PPC campaigns. However, it requires expertise and understanding of your business to fully utilize its advantages. By leveraging data integrations with Google Analytics and BigQuery, taking advantage of advanced bid optimization features, and using templates and feed automation, you can enhance your PPC strategy and achieve better results in competitive markets. Remember, SA360 is accessible only through a certified third-party seller, so be sure to work with skilled search marketers to make the most of this tool.
