Google Ads has dominated the e-commerce advertising space, allowing advertisers to reach their customers efficiently on various channels. However, the dynamic nature of the marketplace constantly introduces new platforms and technologies to support advertising. To support advertisers managing large scale ad campaigns, Google Search Ads 360 was introduced.
Search Ads 360 (or SA360) was created to enhance and provide additional capabilities to Google Ads for managing large-scale search marketing campaigns across multiple search engines.
To provide you with a detailed overview of both, we’ll explore Search Ads 360’s and Google Ads’ distinctive features, highlighting how each caters to the distinct needs of modern advertisers. Read on!
Table of Contents
Understanding Google Ads
Google Ads (formerly AdWords) is the company’s online advertising platform that lets companies run ads on YouTube, search engine results pages (SERPs), and other websites in Google’s advertising network.
Google Ads has grown to be a pillar of e-commerce marketing, offering key components such as keyword targeting, bidding strategies, Quality Score, ad extensions, and conversion tracking. These features give marketers powerful ways to reach their target audience while measuring performance through detailed metrics like CTR, CPC, ROAS, and conversions.
Key Features of Google Ads
- Keyword Targeting: Advertisers can bid on specific keywords to have their ads appear when users search for those terms.
- Ad Formats: Google Ads supports different ad formats, such as text, display, video, and shopping ads.
- Ad Extensions: Advertisers can add features to ads like site links, call buttons, and location information to increase their effectiveness.
- Audience Targeting: Advertisers can target specific demographics, interests, and behaviors.
- Performance Tracking: Detailed analytics and reporting tools help advertisers evaluate the effectiveness of their campaigns and make data-driven decisions.
- Flexible Budgeting: Advertisers can set daily budgets and bids to control their revenue.
Scope of Advertising Options in Google Ads
With a full range of advertising choices, Google Ads enables companies to customize their campaigns for various channels and goals. Within Google Ads, the primary ad categories include:
- Search Ads: Text ads that appear on Google’s SERPs when users search for specific keywords. These are ideal for businesses looking to capture high-intent traffic actively searching for their products or services.
- Display Ads: Visual ads (images or media) that appear on websites within Google’s Display Network. These can help brand awareness campaigns reach a broader audience across websites.
- YouTube Ads: Video ads that appear on YouTube before, during, or after video content. These ads help engage users with visual and audio content, suitable for brand storytelling and product demonstrations.
- Shopping Ads: Product listings that appear in Google Shopping results and on the SERPs, featuring product images, prices, and merchant information. E-commerce businesses can showcase their products directly to users searching for related items.
Introducing Search Ads 360
Search Ads 360 (formerly DoubleClick Search) is designed for enterprise-level advertisers and agencies that manage large-scale search marketing campaigns across multiple search engines.
It offers a single platform for managing and optimizing search campaigns across search engines and uses Floodlight tags to keep track of sales and report on them. A Floodlight tag is an iframe or image tag that sends conversion data to Search Ads 360 when a customer lands on the conversion page.
This product will be especially helpful for advertisers who require sophisticated administration features and thorough reporting to manage complicated campaigns effectively.
Key Features of Search Ads 360
Search Ads 360 provides advertisers with the following major features:
- Cross-Engine Campaign Management: Advertisers can manage search campaigns across multiple search engines from a single interface. It simplifies the organization and optimization of campaigns on multiple platforms. It supports Google Ads, Microsoft Advertising, Yahoo! Japan Sponsored Products, Baidu, etc.
- Automated Bidding Strategies: Campaign objectives like increasing revenue and conversions use machine learning to automatically modify bids, enhancing performance.
- Ad Copy Testing and Optimization: Tools for writing, testing, and refining several ad copy variants to find the most successful messaging are provided. (Read more about how to write effective Google Ads copies).
- Unified Reporting: Unified reporting provides an all-encompassing picture of campaign performance by combining data from several search engines.
- Attribution Modeling: Support for advanced attribution models helps to understand how different touchpoints influence conversions, providing a deeper comprehension of the customer journey.
Integration with Google Marketing Platform Products
Search Ads 360 seamlessly integrates with other products in the Google Marketing Platform. Some of the fundamental integrations include:
- Google Analytics 360: Google Analytics 360 enables data sharing between Search Ads 360 and Google Analytics 360. It provides a clearer view of user behavior and campaign success, enhancing the ability to optimize using detailed information.
- Campaign Manager 360: It makes it easier to run search campaigns along with display and video ones. This allows for consistent measurement with a single approach across several advertising platforms.
- Display & Video 360: It links display and video campaigns with search advertising initiatives. This encourages a more coordinated strategy and message for e-commerce marketing across all mediums.
Search Ads 360 Vs. Google Ads: Comparison of Features
Let’s compare the features of both Google Ads and Search Ads 360 to get a better understanding of their differences:
| Feature | Google Ads | Search Ads 360 |
| Campaign Management |
Within the Google ecosystem, users can produce and oversee search, display, YouTube, and shopping advertising. When managing individual campaigns and ad groups, targeting, budgeting, and bidding are all completely under the advertisers’ control. |
Search Ads 360 offers sophisticated campaign management for Yahoo, Bing, and Google, among other search engines. It is ideal for marketers running complicated, large campaigns on multiple platforms. The platform enables centralized search campaign administration by providing tools to build, modify, and refine campaigns from a single interface across several search engines. |
| Cross-Platform Integration |
As part of the Google ecosystem, users can quickly link with other Google services such as Google Analytics, YouTube, and Google Merchant Center. Google’s offerings primarily limit integration, potentially restricting advertisers who wish to manage campaigns on other platforms. |
With its ability to link other search engines and Google Marketing Platform products, Search Ads 360 shines at cross-platform integration. Among these are Campaign Manager 360, Display & Video 360, and Google Analytics 360. This integration helps businesses optimize their marketing campaigns across several platforms and channels. |
| Data Tracking and Reporting Capabilities |
Google Ads delivers a range of metrics and data visualizations, together with reporting tools that provide insights into campaign effectiveness. Inside the Google ecosystem, users can monitor conversions, impressions, and other important performance metrics. Uses can create dashboards and reports to track specific parameters. |
Search Ads 360 combines data from several search engines to give a comprehensive picture of campaign performance. Support for sophisticated attribution models and almost real-time data updates provides deeper insights into the customer journey. The platform integrates with Google Data Studio to offer configurable reporting and visualization. |
| Automation and Optimization Tools | Google Ads offers machine learning-based performance-optimizing automated bidding techniques and Smart Campaigns products. Features like dynamic search advertisements and ad rotation help advertisers improve their campaigns on an ongoing basis. | Advanced automation tools available with Search Ads 360 include inventory control and cross-engine bid strategies. The platform optimizes bids and budgets across several search engines using advanced machine learning algorithms. Tools like executive reports and budget management enable better resource allocation and decision-making. |
Pros and Cons of Using Search Ads 360
Let’s explore the advantages and disadvantages of both to get more insight into which tool is more suitable for your needs:
Pros
- Cross-Platform Management: With one interface, Search Ads 360 enables search campaign administration across Google, Bing, and Yahoo search engines.
- Enhanced Automation: The platform increases performance and efficiency by automatically bidding and optimizing across several search engines using sophisticated machine learning.
- Inventory Management: Inventory management is especially useful for e-commerce companies because it enables dynamic ad generation and adjustments depending on inventory levels.
Cons
- Cost: Smaller companies may not be able to afford Search Ads 360 due to its primary design for enterprise-level marketers.
- Complexity: Experienced marketers and agencies will find Search Ads 360 more appropriate because of its steeper learning curve and extensive features.
- Overhead: To fully use Search Ads 360, cross-platform campaign management might need to deal with more complications and overhead, requiring specialized staff to fully use Search Ads 360.
Pros and Cons of Using Google Ads
Pros
- Ease of Use: Companies of all sizes, even those with little experience in marketing, can easily use Google Ads.
- Targeted Reach: The platform offers many targeting options—keyword, demographic, and interest-based—so businesses can successfully target specific groups.
- Diverse Ad Formats: Text, display, video, and retail ad types are just a few of the ad formats that companies can produce to broaden their marketing strategies.
- Cost Control: Many find the pay-per-click (PPC) model affordable because it ensures that companies only pay for real interactions.
Cons
- Limited to Google Network: Google Ads may be a drawback for companies seeking a more all-encompassing strategy because it does not offer tools for managing campaigns across other search engines.
- Complexity with Scale: Without additional platforms or tools, maintaining campaigns within Google Ads can be difficult.
- Learning Curve for Advanced Features: While intuitive, learning Google Ads’ capabilities and strategies can take a lot of effort and experience.
Google Ads Vs Search Ads 360: The Right Platform for Your Needs
Let’s look at some fundamental factors that will heavily influence how both platforms effectively enhance your marketing operations:
Considerations for Small vs. Large Businesses
- Small Businesses: Google Ads is normally the better option for smaller firms or those who are new to e-commerce marketing. With its affordable PPC model, user-friendly interface, and integration with other Google services, it is an accessible tool for targeting specific audiences.
- Large Businesses: Search Ads 360 may prove more helpful for larger businesses and those with larger marketing staffs. Advanced capabilities for handling massive, multi-platform campaigns give complex advertising plans the tools they require.
| You might also like to read: What is PMAX in Google Ads Google Discovery Ads vs. Display Ads |
Importance of Cross-Platform Campaigns and Complex Marketing Needs
- Cross-Platform Campaigns: Search Ads 360 provides a centralized way to manage and optimize campaigns if your marketing plan calls for advertising on several search engines (e.g., Google, Bing, and Yahoo).
- Complex Marketing Needs: Search Ads 360 offers better tools and integrations for companies needing sophisticated optimization techniques, thorough reporting, and advanced automation.
Budget Considerations and Expected ROI
- Budget Considerations: Because Google Ads is more reasonably priced, it’s appropriate for companies with tight advertising budgets. Daily budgeting and bidding techniques assist with efficient spending management.
- Expected ROI: Search Ads 360’s features and cross-platform reach allow companies with larger budgets and the need for complex campaign management to reach a higher ROI. But this costs more, so you have to compare the required expenditure to the possible rewards.
Integrating Search Ads 360 and Google Ads
It can be beneficial for companies that can afford to use both Google Ads and Search Ads 360. Google Ads manages simple, Google-centric ads, while Search Ads 360 handles more intricate, cross-platform efforts. This dual strategy allows for specialized management, maximizing the advantages of each platform.
Final Words
Google Ads Vs Search Ads 360: both have special advantages designed to meet the needs of businesses.
Google Ads is affordable and easy to access for smaller businesses, providing wide exposure in the Google ecosystem. In contrast, Search Ads 360 is tailored for larger enterprises needing cross-platform capabilities and advanced campaign management.
So, using the best platform to optimize your advertising efforts will depend on matching your decision with your strategic objectives.
FAQs
What are the main differences between Google Ads and Search Ads 360?
Google Ads is mainly designed for advertising within Google’s search and display networks. However, Search Ads 360 provides more, including cross-engine administration of advertising campaigns across several platforms.
How does the bidding process differ between Google Ads and Search Ads 360?
Bidding tactics from Google Ads include automated choices like Target CPA and manual CPC. Search Ads 360 adds more complex features, such as portfolio bid strategies and automated bidding.
Can Search Ads 360 handle large-scale advertising campaigns more effectively than Google Ads?
Because of its features and capacity to manage complex campaign management tasks across several search engines and advertising platforms, Search Ads 360 is usually more suited for handling large-scale campaigns. This is perfect for big advertisers who require comprehensive and in-depth marketing plans.
What are the benefits of using Search Ads 360’s advanced reporting and analytics?
When compared to Google Ads, Search Ads 360 provides more configurable reporting capabilities, which improves companies’ ability to obtain a more in-depth understanding of their advertising success. These solutions enable data-driven decision-making and more thorough cross-channel reporting.
Does Search Ads 360 offer any unique features that Google Ads does not?
Search Ads 360 incorporates automated, cross-engine bidding and Floodlight tags for conversion tracking, which are not found in Google Ads. This allows for better attribution of conversions to specific ads and strategies and more precise campaign optimization.
How do Google Ads and Search Ads 360 integrate with other platforms?
Both platforms offer strong integration capabilities with Google Analytics and Google Merchant Center, two additional Google marketing tools. However, SA360 offers a smoother data management experience across several advertising platforms and uses the larger data from these integrations to improve campaign performance and bidding tactics.
