Google’s SA360 (former DoubleClick Search) is the essential tool for all marketers and advertisers who want to reach potential customers through digital platforms. It’s a powerful performance analytics platform that provides actionable insights that can help improve campaigns, boost performance, and increase ROI.
The platform offers flexible inventory management tools, ad groups, and campaign settings. Additionally, users can benefit from advanced bid strategies like automated bidding and auction time bidding, as well as insight into their audience with customer data platforms.
Google SA360 is an excellent choice for any marketer or advertiser looking to optimize their campaigns and drive more conversions. With its comprehensive suite of features, marketers can get the most out of their campaigns and get results.
Table of Contents
Google SA360 Benefits
The Google Marketing Platform provides an easy way for customers to access many different aspects of their digital marketing campaigns. With Google’s 360, users can quickly and conveniently manage all aspects of their online presence from one comprehensive dashboard. Here are some of the major benefits of using Google’s SA360 platform:
- Visibility: Customers can keep track of their campaigns with real-time reporting and analytics, allowing them to make more informed decisions about their campaigns
- Flexibility: With a wide range of features, marketers can customize their users to fit their individual needs
- Single Platform: SA360 helps customers simplify their day-to-day operations by consolidating various data sources and tools into one platform
- Optimized Advertising Spends: SA360 allows customers to optimize their advertising spends by providing them with insights into how their money is being spent
- Reduced Cost: By leveraging the power of automation, SA360 can reduce costs associated with manual processes, such as setting up campaigns or tracking data
- Integration: SA360 integrates with multiple search engines and other marketing platforms, allowing customers to manage campaigns across multiple channels
Overall, SA360 offers a powerful tool for customers to manage their digital marketing campaigns. With its integrated features and easy-to-use tools, customers can save time and money while getting better results from their campaigns. Whether it’s simplifying campaign management, optimizing performance, or gaining better insights, SA360 is the perfect solution for businesses looking to take their campaigns to the next level.
How Does Google’s SA360 Work?
Google’s SA360, or Search Ads 360, allows advertisers to manage their search campaigns across multiple search engines and social media platforms like Google Search Ads and Facebook Ads. Through its comprehensive platform, advertisers are able to manage campaigns, set budgets, create ads, and reach targeted audiences. This enables marketers to be more efficient and accurate in their search campaigns.
Google Search Ads 360 Basics
The SA360 platform is simple to use and is organized into sections. To start, there is the Performance Center, where marketers can view their posts, compare performance metrics, and build out new campaigns. Next, marketers use Campaign Manager to define goals, segment audiences, and make budget decisions. Finally, ads are created with Ad Groups, which allows for specific targeting of audience lists, custom bid strategies, and budget allocations.
Additional Features and Integrations
Data Studio is also integrated within the SA360 platform, allowing for data insights to inform decisions and gain insights on current and past performance. This data can also be easily exported into Google Sheets for further analysis. Marketers can also use advanced tools for automated bidding, audience lists, custom attribution models, and new Performance Max campaigns for increased performance.
The SA360 platform also enables marketers to integrate with Google Display Network to set up campaigns for both search and display purposes. Tag Manager is also included within the platform, allowing marketers to embed codes into websites to track performance and activate pixel audience lists.
Through this comprehensive platform, advertisers are able to tailor their campaigns, set goals, increase performance, and measure results. These features enable marketers to effectively run successful campaigns that are tailored to their desired outcomes.
Learning More About Performance Center
Google’s SA360 is an all-in-one platform designed to give advertisers, marketers, and business owners an integrated view of the performance of their campaigns. To provide this information, SA360 offers a Performance Center that allows users to get a better understanding of their campaigns and how they are performing.
Performance Center Metrics
The Performance Center is built upon various metrics to help users analyze their campaigns holistically. Looking at each individual metric separately will not provide an accurate picture of performance, so the Performance Center puts it all together and makes it easy to compare campaigns across different channels. This allows users to easily identify areas of improvement or opportunities for optimization.
The Performance Center covers four key metrics – reach, clicks, impressions, and cost-per-click (or CPC):
- Reach indicates the number of people who saw an ad
- Impressions indicate the total number of times an ad was seen
- Clicks refer to the number of times someone interacted with the ads
- Cost-per-click shows the cost of the ad divided by the clicks it received
By combining all four metrics, the Performance Center allows users to quickly see the efficiency of their campaigns, along with any cost savings they may have achieved. Additionally, looking at the performance of campaigns from different channels can also give insights into different strategies and different approaches that could be used.
As an integrated part of Google’s SA360 platform, the Performance Center provides an easy-to-understand overview of campaign performance. It allows users to understand which areas need to be improved and which are running efficiently, enabling them to make necessary changes and maximize their return on investment.
Utilizing Campaign Manager and Running Flexible Inventory Management
Through its Campaign Manager, users can quickly set up advertising parameters and configure targeting for ads using a flexible inventory management system. SA360’s campaign manager allows you to break down your campaign into different ad groups with specific keywords, ad copies, and bid strategies.
Once your campaigns are set up, you can manage and optimize them through the platform’s advanced targeting options. Here’s how Campaign Manager can help your paid search campaign:
- SA360 offers powerful tools that allow you to control where and when your ads appear and who views them based on interests, geographical location, and demographics
- With the flexibility of SA360’s inventory management system, you can customize your campaigns according to your goals and target audience
- The ability to adjust the settings and bid strategies of individual ad groups gives you more control over how your campaigns are performing. This helps you find the best combination of settings and strategies that will yield the most successful campaigns
- You can also use automated bidding strategies to simplify the process and let the system do the bidding for you
- Aside from the Campaign Manager, SA360 also offers tools like Audience Lists that allow you to further segment your campaigns and hone in on a more targeted audience. With this feature, you can create lists of existing customers or predicted customer segments to focus on the most relevant people
- Finally, you can access comprehensive analytics and performance metrics so you can track the success of your campaigns in real-time. This gives you the insights you need to continuously improve your campaigns and maximize your return on investment
With Campaign Manager, you can easily streamline SEA campaigns and gain the most value for your dollar.
Using Ad Groups, Ad Copies, and Digital Marketing
To create a successful search ad, you should first understand the differences between some basic terms, such as ad group, ad copy, and digital marketing. Each one of these elements, in its own right, can have an impact on the performance of your new search ads.
Ad groups play an important role in digital marketing, allowing you to structure and organize your campaigns. An ad group consists of a set of ads, keywords, and bids with the same objective for a given campaign. This allows you to optimize your campaigns and target more specific audiences by setting up different ad groups for each of your goals.
Ad copies are the visual parts of your ad that will be seen by potential customers online. The rightpost can help you to attract the right audience to your website. It’s important to have clear messaging in your ad copy, including a call-to-action and a unique value proposition to drive clicks and conversions.
Digital marketing is the practice of promoting products and services using digital technologies, such as websites, search engines, social media, email, and mobile apps. An effective digital marketing strategy can help you reach new customers, increase brand awareness, and improve your overall business performance.
When using ad groups and ad copies for your digital marketing campaigns, it’s important to remember that they should be tailored to meet the needs of your target audience. Thinking of your customer’s needs first allows you to create ads that are more likely to be clicked on and result in conversions.
Implementing Winning Bid Strategy and Auction Time Bidding
Google Ads (former Google AdWords) and Microsoft Ads (former Bing Ads) offer highly customizable bidding strategies to help advertisers increase their return on investment (ROI). These strategies include auction time bidding, cost-per-click (CPC) bidding, maximum cost-per-mile (CPM) bidding, and targeted cost-per-acquisition (CPA) bidding.
Auction Time Bidding
With auction time bidding, advertisers set bids manually or allow Google or Microsoft to adjust the bidding for each individual auction. This method optimizes campaigns by automatically optimizing bids based on current market conditions.
For example, if impressions become more valuable due to increased competition, Google or Microsoft may adjust the bids to capture a higher click-through rate. This automatic optimization helps advertisers reach the most people at the lowest possible cost.
Cost-per-click (CPC) bidding is another option for advertisers who are looking for a more hands-on approach to bidding. This allows you to directly control your maximum bid for each individual keyword or ad group. The higher the bid, the better the chances of being placed at the top of the search engine listing.
Maximum Cost-per-Mile (CPM) bidding is the ideal option for campaigns that prioritize brand awareness or impressions over clicks. With CPM bidding, you can set a maximum cost-per-thousand (CPM) of impressions, and then Google or Microsoft will automatically adjust the bids to reach that CPM as efficiently as possible.
Targeted Cost-per-Acquisition (CPA) bidding is an advanced bidding strategy designed to drive sales and conversions. When using CPA bidding, advertisers specify a target CPA, which is the maximum they’re willing to pay for a conversion. This allows advertisers to focus their efforts on driving actions that have a high value.
These are just a few of the bidding strategies that are available through Google Ads and Microsoft Ads. Choosing the right strategy for your business can be difficult, so it’s important to research each type and determine which one will best meet your goals.
Understanding Google Search Ads and Microsoft Advertising
Search engine advertising is one of the most popular digital marketing strategies used by businesses to reach their target audience. It involves placing advertisements on search engine result pages with the goal of generating more traffic and, ultimately, more sales. Both Google and Microsoft offer SEA services.
Google Search Ads
Google Search Ads is an advertisement program hosted within the Google Ads platform. It works by displaying your ads when users search for specific keywords in the search engine. You pay only when someone clicks on the ad. The program offers advanced targeting options, such as device-specific targeting, location targeting, and demographic targeting.
Microsoft Advertising is Microsoft’s own search engine advertising platform. It offers similar features to Google Search Ads, such as advanced targeting options and search engine optimization tools. It also offers several unique features, such as automated bidding and audience lists.
Both Google Search Ads and Microsoft Advertising are powerful tools for businesses looking to improve their online presence and drive more sales. Depending on your specific needs and budget, either platform can be an effective option for marketing your products or services.
Utilizing the Data from Data Studio, Google Sheets, and Customer Data Platform
Unlocking the data contained within the SA360 platform is a key part of success when utilizing it for marketing purposes. As marketers, we need to be able to access and manage data with ease, understand the meaning behind the numbers, and make informed decisions on how to proceed. This means that utilizing the data from Data Studio, Google Sheets, and Customer Data Platform is critical to any successful marketing strategy.
Data Studio is a great tool for visualizing data and providing in-depth analysis. It enables users to create compelling stories and dashboards, using real-time data to see the bigger picture. Moreover, it provides detailed insights into campaign performance, enabling marketers to identify opportunities.
Google Sheets, too, provides a simple way to store and manage data in an organized fashion. With its spreadsheet capabilities, it makes data easily accessible and manageable. While this isn’t the same type of comprehensive tool as Google Analytics, it can still help during paid campaigns.
Customer Data Platform
The Customer Data Platform (CDP) helps marketers connect various data sources, such as other platforms, ad networks, and CRMs. By utilizing the CDP, marketers are able to effectively understand consumer behavior, analyze their data, and use this information to drive better decision-making. Furthermore, marketers can combine insights from different data sources to acquire a holistic view of the customer journey.
By unlocking the power of the SA360 platform with these data tools, marketers are able to gain valuable insights into customer behavior and make informed decisions on how best to promote campaigns. This ultimately delivers greater efficiency and improved results for businesses.
Setting Up Campaigns with the Google Display Network (GDN)
Google’s Display Network (GDN) is a powerful tool for digital marketers who are looking to get the most out of their campaigns. It can help target potential customers so marketing messages are seen by the right people. By using GDN, businesses have the ability to control their budget and ensure that they are only paying for the most effective campaigns.
- When setting up a campaign with Google Display Network, the first step is to select specific ad groups. Each ad group should have its own combination of keywords, targeting options, ad copies, and bid amounts. This gives marketers the flexibility to tailor their campaigns and make sure that each ad group is reaching the correct audience
- Once the ad groups are set up, marketers should choose the specific targeting options they want to use. Google’s targeting options let advertisers target their ads to various types of audiences, such as people who are interested in a certain product or service, people who have recently visited a website, or people who live in a certain geographic area. This allows marketers to craft more targeted campaigns and ensure their ads are being seen by the right people
- After the targeting options have been selected, marketers can then create their ads and set their bids. With Google’s automated bidding strategy, advertisers can set up their bids based on their desired performance goals. This allows them to get the most out of their campaigns without having to manually manage bids
- Once the campaigns are set up, marketers can track their performance and make adjustments as needed. Google’s Data Studio provides detailed insights into campaign performance, allowing marketers to track and analyze key metrics. This makes it easy for marketers to see which campaigns are performing well and which ones need to be adjusted
With the Google Display Network, marketers have access to powerful targeting options and an automated bidding system. Setting up campaigns with the GDN can be a great way to reach the right audience and achieve desirable results. By taking the time to refine their campaigns, marketers will be able to get the most out of their advertising budget.
Tag Managers and Attribution Models for Marketers
When marketers start building campaigns, they have to think about the tools and resources that can help them track performance and make sure their campaigns are on the right track. This is where tag managers and attribution models come into play.
Tag managers are pieces of software used to manage and keep track of tags, or snippets of code, used by websites. By tracking and controlling these tags, marketers can measure the effectiveness of their digital campaigns. Through the use of tag managers, marketers can set up, update, and maintain data within each campaign without involving developers.
Attribution models offer insights into how successful different marketing tactics can be. They provide a detailed analysis of which channels are driving conversions and provide a holistic view of the customer journey and how each channel contributes. Different models offer varying levels of complexity, allowing marketers the flexibility to choose one that works best for their individual campaigns.
Utilizing both tag managers and attribution models allows marketers to monitor their campaigns in real-time, optimize their strategies, and make changes when needed. Having access to this data helps marketers understand which channels are the most successful and provides a better understanding of the customer journey. As a result, marketers can make more strategic decisions to achieve their goals.
By using tag managers and attribution models, marketers will have the information and insights needed to ensure their campaigns are successful and efficient. These tools help marketers measure performance and gain valuable insights, allowing them to make data-driven decisions that can drive more effective outcomes.
Using Performance Max Campaigns
With Performance Max campaigns, marketers can track the key performance indicators at each stage of the process, from click-through rate to cost per click. Using smart bidding, marketers can tailor their campaigns to target their fullest potential.
Using automated bidding also allows for bid adjustments that are tailored to unique audiences and their behaviors. This means that marketers can adjust their campaigns based on time of day, device usage, location, and other targeting parameters. By doing this, they maximize their impression share, which increases brand awareness and reach.
Social Media Campaigns
Social media marketing can be part of these Performance Max campaigns. Marketers can use the same performance metrics to measure the success of social media ads as they do with search ads. Minimizing cost per acquisition and optimizing click-through rate are important criteria when developing an effective social media campaign.
It is also important to optimize for multiple search engines. Google is the biggest search engine, but other engines such as Bing, Yahoo, and DuckDuckGo still generate substantial volumes of traffic. To optimize for SEO, ensure your content is visible across all search engine results pages.
By keeping track of all of these metrics, marketers can identify trends, make adjustments, and ensure their campaigns are optimized to achieve the best results. With the increasingly complex nature of digital marketing, the use of performance metrics and automated bidding is becoming increasingly important for success.