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Unpacking the business benefits of Google’s Search Ads 360

By Hannah Spence-Ealham​ | Senior marketing executive

Search Laboratory


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November 9, 2021 | 5 min read

As we step further into a post-cookie era, cross-channel performance and visibility is a growing focus for businesses. This is made even more apparent with the blocking of third-party cookies on commonly used web browsers such as Safari and Firefox, as well as many consent initiatives allowing users to opt out of tracking.

Search Laboratory has put together a whitepaper discussing the business benefits of Search Ads 360 (SA360). Including case studies and analysis, the paper outlines the platform’s features and how they can help achieve your business goals, focusing on cross-channel integration, scalability and centralized operations.

Cross-channel audience targeting

Supported by native integration with Analytics 360, Google Ads and Display & Video 360 (DV360), audiences can be shared and targeted across search and display. The customization within the platform promotes a personal depth and ease for both the user and your business.

Search Laboratory provide a detailed guide of SA360, highlighting the platform’s features and how they can help marketers achieve business goals.

Search Laboratory shares a detailed guide of Search Ads 360, highlighting the platform’s features

For example, it is possible to set up SA360 to add cookie IDs to a remarketing list when a user clicks through a specific set of search ads. You can then set DV360 to either target relevant display ads to these users, exclude these users from seeing your ads or combine them with DV360 audiences.

Targeting users based on where they are in the customer journey creates the opportunity to showcase various USPs, or direct them toward more relevant content, avoiding an unreliable one-size-fits-all approach.


Adjusting your strategy in response to demand, budget and new products is key to growing your business online. SA360 hosts a number of innovative tools that make it easier than ever to scale your search campaigns, without needing to invest additional time and resources.

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Several customizable features within the platform are focused on reducing admin time and boosting efficiency, including automation and smart bidding strategies. Metro-focused strategies focus on maximizing conversions while staying within a target ROAS or target CPA, while budget-focused strategies maximize either conversions or revenue while adhering to a strict budget.

Both strategies can also be personalized by adding constraints, KPIs and targets that best suit your needs. Google’s advanced machine learning capabilities analyze past campaign performance and use the data to optimize bids, freeing up time for higher-level strategy.

Agile attribution and reporting

Today’s customer journeys are very intricate, with engagement often spread across numerous channels and devices before conversion. Up to ten flexible attribution models can be imported from Google Analytics and Campaign Manager, providing deeper insight into the customer journey.

Custom, data-driven models can also be built if the available models are not appropriate, ensuring in-depth analysis across all channels. For example, credit can be directed to specific touchpoints in the customer journey, such as shopping or display ads.

This modular visibility of your audience creates a more holistic view of how marketing activity contributes to performance, integrating channels and simplifying budget management.

Download our SA360 whitepaper for information on the business benefits behind centralizing operations and automating reporting.

Hannah Spence‑Ealham​, senior marketing executive at Search Laboratory.

Media Agency

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