What is Search Ads 360?

Ryan Jones

Head of PPC


The Google Marketing Platform is a suite of enterprise-level advertising and analytics tools that gives brands the ability to make more from their digital marketing. The individual tools can be used alone, or combined together depending on your objectives and goals.

Part of the Google Marketing Platform, Search Ads 360 is Google’s premium search ads management tool. In this blog, we shed light on SA360’s key features and benefits, so you can to gain a stronger understanding of what it can offer your business.

What is Search Ads 360?


Search Ads 360 is Google’s advanced search management solution. It allows businesses to access multiple ad accounts and campaigns, across several search engines, in one integrated interface.

The features of SA360


Google Search Ads 360 has a host of features that can improve the performance of your ad campaigns, reduce management time, and help to run cost-effective ad campaigns more efficiently.


Unified reporting


Search Ads 360 offers highly customisable cross-account reporting, allowing you to easily report on top-level paid advertising, per search engine, and individual campaign level performance.

Real time, de-duplicated and cross-account data gives clear insights on keyword attribution. This can help to identify where and how budget can be used to maximise your ROI.

Centralised operations


Google searches make up for nearly all the user searches that take place online. As such, we often see brands focusing their attention on Google Ads, neglecting other search engines like Bing. These ad accounts tend to be updated periodically and then left to fend for themselves, unlike Google Ads which get strategy reviewed and constantly improved.

With Search Ads 360, you can implement an ad campaign and roll it out across all connected search engines with bulk sheets. This ensures all your ad campaigns are up-to-date, without having to invest extra time into recreating and maintaining several campaigns in different interfaces. It also means your ad accounts can benefit from the more advanced features available on Search Ads 360, such as Smart Bidding.

Automated bidding


Search Ads 360’s Smart Bidding feature uses machine learning to analyse the performance of your ad campaigns and automates keyword bidding to improve your campaign performance. Using SA360 (over individual platforms) ensures a unified approach across all your ad accounts.


Bid strategy forecasts


Search Ads 360’s bid strategy forecasting uses historical campaign data to project the forecasted performance of your bid strategies. This gives your the ability to look at:

  • Conversions
  • Revenue
  • Cost per acquisition (CPA), effective revenue share (ERS) or return on advertising spend (ROAS) targets

A screenshot taken from Google SA360 'Explore target spend and compare estimates' page.

Once you have a baseline performance target, you can use bid strategy forecasts to see how small changes to your campaigns are likely to affect cost and conversions.


Auction-time bidding


Auction-time bidding uses machine learning to set bids at the time of auction. It analyses user intent, as well as signals such as device, browser, language and time of day, alongside your account history, to anticipate when a conversion is most likely to occur and adjust bids appropriately.

Budget management


Search Ads 360’s budget management allows you to seamlessly plan and manage your campaigns’ budgets. You can use the feature to create a budget plan including:

  • What goals you want to achieve
  • What timeframe you want to achieve them in
  • How much you want to spend

SA360 then uses historical data to estimate spend and performance and review the campaigns against these forecasts. This means you can adjust bids as needed, in order to stay within your budget.

A screenshot of the Google Search Ads 360 pages which look at 'Target spend' and 'Revenue'.

Individual budget groups can be set up, allowing you to manage the spend for different campaigns separately. These can be reported on individually as well as collectively.

Conversion tracking

Search Ads 360 uses Floodlight tags to track conversions – the same pixel tracked by all Google Marketing Platform tools. This means SA360 can track conversions from display advertising and search advertising, which prevents duplication of cross-channel conversions, and paints a more accurate picture on the contribution of paid.


Inventory management

SA360’s inventory management feature allows you to automatically create search campaigns, ads and keywords for your products using feeds. Once you have set up the inventory plan, Search Ads 360 applies the template to all of your inventory data. Campaigns are automatically updated when new products get added or removed, or when the product’s price point changes.

We are an SA360 certified company


Working with a Search Ads 360 Certified Company, such as Search Laboratory, ensures your SA360 campaigns are managed by experts who understand how to create results-driven ad campaigns.

Interested in buying a Search Ads 360 licence?Contact our GMP experts

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