Google just announced major changes to the Search Ads 360 (SA360) platform, with a new user interface and enhancements to the management, automation, and optimization capabilities.

A Streamlined User Interface

The new Search Ads 360 user experience is designed to be faster and more efficient to navigate, with a look, feel, and navigation familiar to search engine platform users.

The new interface is designed to help surface curated, relevant performance insights automatically across all levels of your account hierarchy.

Scalable Management Features

In the new Search Ads 360, advertisers can manage campaigns across the entire agency and generate performance reporting across all advertisers or within individual client accounts as needed. It’s all about centralizing key management and reporting functions. You can also use workflow tools, such as labels, custom columns, and automated rules, across advertisers or an entire agency parent account.

You’ve taken the time to develop internal best practices, conventions, and automation practices – now, with the new Search Ads 360, it’s easier to apply them consistently across your clients or your in-house organization.

New Naming Conventions

A couple of fundamental changes you will see when your account is activated for the new user experience relate to naming.

Currently, your parent account is called the Agency ID with a corresponding Agency Name. That changes to Manager. The current Advertiser ID becomes the Sub-Manager, and the Engine Accounts transition to Client Accounts in the new Search Ads 360 experience. You’ll have plenty of time to get up to speed in the new experience before being fully transitioned from the old platform – in fact, your team will have access to both the Classic and the New experience as we help you fully onboard the new features and functionality.

More Enterprise Features

As the revised naming conventions suggest, the new Search Ads 360 is also designed to go beyond search management to provide management and optimization features across most, if not all, of the buys you execute through your ‘search’ platforms, such as Google Ads, Microsoft Advertising, and smaller players, such as Yahoo! Japan.

Expect to see more integrated support for different ad formats, like dynamic search in Yahoo!, and responsive search ads in Microsoft Advertising.

The new Performance Center takes key elements of the planning tools from the Google Ads platform and combines them with the budget tools from classic Search Ads 360 to provide you with increased flexibility around budget planning, budget management, and performance forecasting, ultimately providing more options for you to manage spend along with bid strategies for performance.

The new Search Ads 360 experience represents one of the most significant upgrades to the SA360 platform we have seen in recent years, and the roadmap for this platform continues this investment in our changing advertising ecosystem.

Here are a few screenshots of what you’ll see in the new Search Ads 360 interface:

Image 1: A new look and feel with easily digestible performance metrics and trends.

Image 2: An updated naming convention/hierarchy, with Manager and Sub-Manager replacing Agency and Advertiser.

Image 3: Account-wide, cross-advertiser reports built into the reporting interface.

Image 4: Clearly marked performance ‘notifications’, identified as opportunities to fix/edit/improve directly from the list, make account improvements easy to uncover and prioritize.

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