30-second summary:
Search Ads 360 platform has seen one of its biggest updates in 10 years Performics’ Senior Media Manager, Alex Medawar shares key highlights of the updates around budget optimization, performance monitoring, and inventory management Google recently announced[1] a new update to its Search Ads 360 platform – and it’s a big one. SA360 has gotten even more powerful since it was first launched over 10 years ago, making it simpler than ever for commercial enterprises to manage their search advertising efforts.A select number of Search Ads 360 users finally gained preview access this past month.The new platform experience will start rolling out over the coming months while allowing users to continue access in the classic experience. In this article, I outline what’s new and share effective ways to make the most of your budgets and inventory in the Search Ads 360 platform.1. Greater support for alternative channelsOne of the Search Ads 360 updates includes greater support for alternative search engines such as Microsoft Ads and Yahoo! Japan.Other advertising channels have been neglected for years, and the consequence has been time-consuming workarounds to link data and make bulk changes.As a result of the new update, Google promises that you will now be able to get more of your work done from the same place.For Microsoft Advertisers, SA360 will now support additional features:Response search ads Call extensions Local inventory ads Access to a variety of audience types For Yahoo! Japan advertisers, you can now utilize dynamic search ads and site link extension scheduling.2. Access to new featuresSearch Ads 360 will now offer support for the newest features in Google Ads including:Performance Max[2] – a new goal-based campaign type
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