Google announces new features for Search Ads 360

Google has revamped Search Ads 360, its enterprise campaign management platform, the company announced Tuesday. The update includes support for some newer Google Ads features (like Performance Max and Discovery campaigns), greater support for other search engines, a refreshed UI as well as workflow improvements.

The new experience will start rolling out over the next few months. Google will share migration timelines as the year goes on.

Why we care. Centralization of data and controls should save time for enterprise search marketers by allowing more work to get done in one place. Sharing common technology with Google Ads should also make things easier.

Support for most new features. The new Search Ads 360 was redesigned and rebuilt using the same technology that powers Google Ads. Having this common technology as the foundation enables support for most new Google Ads features, such as Performance Max and Discovery campaigns.

More support for other search engines. One of Search Ads 360’s main selling points is the ability to manage your ads across different channels, including other search engines. Search Ads 360’s updated infrastructure allows Google to add support for more features from other search engines.

For example, the updated platform now supports over 10 additional Microsoft Advertising features, including responsive search ads, call extensions, local inventory ads and additional Microsoft audience types like customer match. Support for Yahoo! Japan’s Dynamic Ads for Search and sitelink extension scheduling are also now available.

Google will continue to add more features and channel support in the coming quarters.

New advanced features for enterprises. In addition to support for existing features, Google is also rolling out completely new features for Search Ads 360.

“For instance, the new Search Ads 360 takes enterprise workflows to the next level by giving you new ways to centralize and scale your day-to-day tasks and key activities — like campaign management, automated rules and labels — and you’ll now be able to make these changes across multiple advertisers at the same time,” Google said in the announcement.

The company is also making upgrades to existing features: The “Performance Center,” which will become available later this year, is touted as an improved budget management planner with support for enterprise planning capabilities, like improved forecasting across search engines.

And, the existing inventory management and ad builder tools will be unified into one feature, which will be called “Templates.” Templates is also expected to become available later this year.

Refreshed UI. Google also updated Search Ads 360’s interface, borrowing elements from the Google Ads and Microsoft Advertising UIs. This may make navigation more efficient since advertisers may already be familiar with it.