What is Search Ads 360?


Jonny Simpson

PPC Account Manager


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 goals and objectives.

Part of the Google Marketing Platform, Search Ads 360 is Google’s premium search ads management tool. In this article, we explain on the key features SA360 has to offer, giving you a more detailed understanding of what it can offer your business.

What is Search Ads 360?


Search Ads 360 is Google’s advanced search management solution. SA360 lets businesses to access multiple ad accounts and campaigns in one integrated interface across multiple search engines.

The features of Search Ads 360


The features SA360 has to offer can help to run cost-effective ad campaigns more efficiently, reduce management time and improve ad campaign performance.


Unified reporting


Search Ads 360 has highly customizable cross-account reporting. This allows for easy reporting on individual campaign level performance along with top-level paid advertising, per search engine.

SA360 also delivers real-time, de-duplicated and cross-account data, giving clear insights on keyword attribution. This data helps to identify where and how budget can be used to maximize your ROI.

Centralized operations


Google makes up for almost all searches carried out online and because of this, brands tend to mainly focus their attention on Google Ads, neglecting ads on other search engines like Bing. While Google Ads get constant attention and reviewed strategically, accounts on other search engines are often only updated periodically and instead left to fend for themselves.

What Search Ads 360 allows you to do is implement an ad campaign and roll it out across all connected search engines with bulk sheets. This ensures that ad campaigns are all up-to-date on every different interface, without needing to invest extra-time in recreating and maintaining campaigns. It also means that all your ad accounts can benefit from the more advanced features available on Search Ads 360, such as Smart Bidding, even if these are not directly available.

Automated bidding


Search Ads 360’s Smart Bidding feature uses machine learning to analyze ad campaign performance, as well as automate keyword bidding to improve campaign performance too. Using SA360 (over individual platforms) ensures a unified approach across all your ad accounts.


Bid strategy forecasts


SA360 bid strategy forecasting uses historical campaign data to project forecasted performance of your bid strategies. What this does is give you the ability to look at:

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

A screenshot of the 'Explore target spend and compare estimates' in SA360.

Once you have a baseline performance target, you can use bid strategy forecasts to see how small changes to your SA360 campaigns are likely to affect cost and conversions.


Auction-time bidding


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

Budget management


Search Ads 360’s budget management allows you to seamlessly plan and manage your campaigns’ budgets. You can use this 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 use historical data to estimate spend and performance and review the campaigns against these forecasts. This means that you can adjust bids as needed, helping you to stay within your budget.

A screenshot of the 'Target spend' and 'Revenue' sections of Search Ads 360.

Individual budget groups can be set up and this allows you to manage spend for different campaigns separately. These results can also be reported on individually, as well as collectively.

Conversion tracking


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


Inventory management


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

Download our SA360 webinar to learn about:


  • The benefits of Search Ads 360
  • How it integrates with the rest of the Google Marketing Platform
  • Different auto-bidding strategies and how to implement them
  • How using Search Ads 360 with Google Data Studio unifies reporting
  • How to improve ad performance and run cost-effective ad campaigns
  • Examples of how these steps can be put into action

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