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What’s the Difference Between Google Search Ads and Search Ads 360?

With the ever-increasing importance of online advertising, businesses are constantly seeking effective platforms to promote their products and services. Google Search Ads and Search Ads 360 are two such platforms offered by Google, but what sets them apart?

While both platforms aim to drive traffic to websites through search engine advertising, there are key differences in their capabilities and functionalities. In this discussion, we will delve into the distinctions between these two advertising tools, exploring their platform overview, advertising capabilities, targeting options, reporting and analytics, as well as cost and pricing structure.

By understanding these nuances, businesses can make informed decisions on which platform best suits their advertising needs and ultimately maximize their online presence.

Platform Overview

The Platform Overview of Search Ads 360 (SA360) encompasses its scalable workflows, advanced reporting capabilities, and automated bidding features, making it a comprehensive platform for managing and optimizing Google Ads content.

SA360 provides advertisers with a centralized hub to efficiently manage their campaigns across various search engines, ensuring maximum visibility and reach. With SA360, advertisers can easily track and analyze search engine traffic, allowing them to make data-driven decisions to optimize their marketing strategies.

One of the key features of SA360 is its automated bidding capabilities. Through its value-based bidding system, advertisers can optimize their search campaigns to achieve their desired goals. SA360 uses a conversion tracking system to measure the performance of campaigns, allowing advertisers to track and analyze important performance data such as conversions, clicks, and impressions. This data can then be used to make informed bidding decisions, maximizing the return on investment of advertising investments.

SA360 also offers advanced reporting capabilities, providing advertisers with in-depth insights into the performance of their campaigns. The platform allows for customizable reporting, enabling advertisers to focus on the metrics that matter most to them. These reports can be easily exported and shared, facilitating collaboration and communication among marketing teams.

Advertising Capabilities

With its comprehensive suite of tools and features, Search Ads 360 (SA360) offers advertisers powerful advertising capabilities to effectively manage and optimize their campaigns. SA360 allows advertisers to leverage various bid strategies, including automated bidding, to enhance campaign performance. It also provides the ability to manage ads across multiple search engines, making it a versatile search management platform.

One of the key advertising capabilities of SA360 is its advanced automated bidding strategy, known as Smart Bidding. This feature utilizes machine learning to optimize bids in real-time, maximizing performance and efficiency. By leveraging the power of Smart Bidding, advertisers can achieve better results with their paid search campaigns.

SA360 also offers comprehensive reporting and attribution features. It allows advertisers to track and analyze campaign performance, and with the integration of Campaign Manager 360’s Custom Channel Groupings, it enables cross-channel reporting and data-driven attribution. This capability provides advertisers with valuable insights to guide their optimization efforts and make data-informed decisions.

Targeting Options

To further enhance advertising capabilities, Search Ads 360 (SA360) offers advanced targeting options to effectively reach and engage with the desired audience. With SA360, advertisers have access to a wide range of targeting options that can be customized to their specific needs.

Here are some of the key targeting features offered by SA360:

  • Location, device, and remarketing bid adjustments: SA360 allows advertisers to optimize their bids based on the user’s location, device type, and previous interactions with their ads. This helps advertisers target their ads to the most relevant audience and maximize their return on investment.
  • Custom budget bid strategies: SA360 provides bid strategies with enhanced bidding algorithms that can be tailored to different campaign goals. Advertisers can create custom bid strategies to optimize their bidding based on their specific business objectives.
  • Conversion credit across major search engines: SA360 allows advertisers to build up to five Data-Driven Attribution (DDA) models, which distribute conversion credit across multiple search engines in one engine account. This helps advertisers analyze different search engines’ contribution to their conversions and make better decisions about their advertising strategies.
  • Geographic bid adjustments: SA360 offers the ability to set bid adjustments based on specific geographic locations. This allows advertisers to bid more aggressively in areas where they have a higher likelihood of converting and adjust bids downward in less profitable regions.

With these advanced targeting options, SA360 empowers advertisers to optimize their advertising campaigns and effectively reach their target audience. This sets it apart from Google Ads and provides additional capabilities for advertisers to make the most out of their advertising budgets.

Reporting and Analytics

SA360 offers a comprehensive suite of reporting and analytics tools that enable advertisers to track and optimize their search campaigns effectively. With SA360, advertisers can create campaigns and reports that provide an accurate picture of their digital advertising performance. The platform allows for data-driven attribution (DDA), which helps advertisers gain insights into the effectiveness of their campaigns across different channels.

SA360’s reporting and analytics capabilities go beyond basic metrics and provide advanced insights into campaign performance. The platform offers cross-channel reporting, allowing advertisers to see how their search campaigns are performing in conjunction with other advertising channels. This holistic view helps advertisers make informed decisions about their marketing strategies.

Additionally, SA360 provides the ability to generate reports that are customized to meet specific business needs. Advertisers can choose from a wide range of reporting options and metrics to track their campaign performance effectively. This flexibility allows advertisers to focus on the data that matters most to their business goals.

Cost and Pricing Structure

The cost and pricing structure for Search Ads 360 (SA360) is based on a percentage of the advertising spend, offering flexibility that aligns with the scale of media spend and advertising activity.

This pricing structure allows advertisers to pay based on the amount of money they invest in their advertising campaigns through SA360.

Here are some key points to understand about the cost and pricing structure of SA360:

  • SA360 pricing is typically calculated as a percentage of the total media spend managed through the platform. This means that the more advertisers spend on their campaigns, the higher the cost of using SA360.
  • Google Search Ads, on the other hand, typically charges advertisers based on a pay-per-click (PPC) model, where they pay for each click their ads receive.
  • SA360’s cost and pricing structure may make it more suitable for large-scale advertising campaigns with higher media spend. Advertisers with significant budgets can benefit from the flexibility and scalability that SA360 offers.
  • SA360 allows advertisers to manage their bids, keywords, and campaigns across multiple search engines, providing a comprehensive solution for optimizing their search ads.

Frequently Asked Questions

What Are the Benefits of SA360 Vs Google Ads?

SA360 offers enhanced performance, advanced reporting, cross-channel integration, efficient campaign management, enhanced targeting options, improved attribution modelling, better budget control, enhanced campaign optimisation, streamlined workflow, and access to additional data sources compared to Google Ads.

What Is the Difference Between Search Ads 360 and Google Analytics?

The difference between Search Ads 360 and Google Analytics lies in their primary focus and features. Search Ads 360 is a platform for search ad targeting, reporting, attribution modelling, automated bidding, advanced campaign management, cross-channel advertising, data visualisation, ad performance tracking, and customisation options. On the other hand, Google Analytics is a comprehensive web analytics tool that provides insights into website performance, user behaviour, and conversion tracking.

What Is the Difference Between Google Ads and Search Ads?

Google Ads and Search Ads 360 differ in integration capabilities, automated bidding sophistication, cross-channel functionality, and advanced reporting and attribution features. These platforms offer different options for paid versus organic, ad targeting, cost per click, ad placement, ad extensions, ad formats, ad scheduling, ad tracking, ad bidding, and ad budgeting.

What Is the Use of Search Ads 360?

Search Ads 360 is a powerful platform that offers performance tracking, campaign optimisation, cross-channel integration, multi-channel attribution, advanced reporting, bid management, audience targeting, automation capabilities, data visualisation, and collaboration and workflow management for managing and maximising search ad campaigns.


In conclusion, Google Search Ads and Search Ads 360 are both advertising platforms offered by Google, but they have distinct differences.

While Google Search Ads focuses on optimising one search engine account at a time and offers basic automated bidding capabilities, Search Ads 360 integrates multiple search engines, display, YouTube, and social media.

It provides more advanced automated bidding capabilities, data-driven attribution, auction-time bidding, and comprehensive reporting and attribution across channels.

This makes Search Ads 360 a more powerful tool for managing and optimising advertising campaigns.