SA360 vs Google Ads: Benefits and Features

SA360 vs Google Ads: Benefits and Features
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Wondering about Search Ads 360 vs Google ads?

You’re in the spot!

In this blog post, we’ll delve into the face-off between Google Ad and SA360.

Ultimately, we’ll determine which one can boost your marketing endeavors.

Think about the time and energy you put into your campaigns.

Yet the results may not meet your expectations.

It can be disheartening, right?

But don’t worry: you’re not alone!

Many marketers struggle to pick the right platform to supercharge their ROI.

In this guide, we delve into the pros and cons of SA360 and Google Ads. We aim to offer you insights to assist in your decision-making process. We will delve into the features of each platform to highlight their strengths and limitations.

Come along with us as we assist you in determining which platform best supports your journey, towards marketing success. Let us guide you in adopting decision-making based on data. It’s time to take your marketing strategy to a level.

Short Summary:

Google Ads and SA360 are both marketing platforms each offering features and benefits. It’s important to understand the distinctions between Google Ads and SA360 to determine which platform best fits your search marketing strategies. Both platforms have their advantages.

The list includes:

  • Auction time bidding or smart bidding strategies
  • Handling campaigns on a large scale
  • Methods for maximizing campaigns
  • Options for targeting audiences

Google Ads is free to use, while SA360 has a platform fee. Using SA360 and DDA models can enhance your search marketing performance.

SA360 vs Google Ads

In the realm of advertising, SA360 and Google Ads emerge as standout platforms known for their ability to enhance ad performance. What precisely are SA360 and Google Ads? How do they set themselves apart? Let’s delve into each platform extensively to uncover insights.

Google Search Ads 360, commonly referred to as SA360, is a tool created by Google to manage advertising campaigns. Marketers value its ability to plan, execute, and improve their new search ads projects. This tool simplifies the management of campaigns on search engines. The centralized interface of SA360 helps in monitoring performance and analyzing data making it easier to optimize campaigns and make changes promptly.

What is SA360?

Google Ads is a tool for advertising that allows you to make display and video advertisements. These advertisements can be displayed on networks managed by Google Cloud, such as search engine result pages, google display networks, and video platforms. Using Google Ads, marketers can focus on keywords, demographics, and interests to reach their desired audience and generate targeted traffic for any website. It provides the opportunity to launch campaigns, on YouTube or performance max campaigns.

search ads 360 vs google ads

Differences between SA360 and Google Ads

Below, you can find just a few differences between SA360 and Google Ads that can help you understand the differences between these two types and determine which one you need more. 

Scope and Scale:

SA360 is tailored for advertisers and corporations with features optimized for managing campaigns. It offers a variety of tools, such as bid management, automated bidding choices, DDA models and advanced reporting. In contrast Google Ads targets medium businesses by providing advertising functionalities at a more approachable level.

Integration and Data Accessibility:

SA360 connects with tools in the Google Marketing Platform, including Google Analytics. This linking feature helps marketers gain insights while making their advertising strategies more efficient. SA360 excels in data collection compared to Google Ads.

In addition, Google Ad Manager provides advertisers with information to track campaign performance effectively. This feature empowers you to make decisions to optimize your campaigns.

When it comes to streamlining and automating tasks, SA360 really shines in what it can do. It uses bidding strategies, machine learning, and real-time data to boost effectiveness. While Google Ads offers optimization tools well, it doesn’t quite match the level of automation that SA360 provides.

When selecting a platform, for advertising purposes both SA360 and Google Ads are used choices. They offer features to improve ad performance. However each platform has its characteristics that advertisers should consider in order to determine which one best fits their requirements.

Let’s delve into the comparison between SA360 and Google Ads focusing on their features and capabilities. SA360 is a high tier platform tailored for overseeing and enhancing campaigns.

It provides bid management, automated regulations and cross channel campaign administration. It enables channel retargeting for Facebook Ads. Additionally it facilitates channel social analytics and integrates Twitter Ads (X). However as of 2023 it lacks support for platforms such as TikTok ads, Pinterest ads or Reddit.

SA360 also comes with connections to Google tools and third party applications. Making it a robust option for advertisers dealing with data. In contrast, Google Ads is a platform for advertisers of all sizes offering a wide selection of ad formats such as search ads, display ads, video ads and shopping ads. One of the standout features of Google Ads is its keyword targeting skill and access to Google network of websites and apps.

SA360 functions as a platform designed for managing large scale campaigns at an enterprise level while Google Ads provides a beginner platform, with a diverse range of advertising formats.

Campaign Management and Optimization

SA360 empowers advertisers to enhance performance tracking across different channels and campaigns through CM360. For example, you could upload offline Salesforce conversion data and tie it back to an online ad.

It includes bidding strategies, audience targeting options, and automated rules for optimized ad performance. SA360 can support bulk changes and edits with ad templates. The platform provides reporting and analytics for an in-depth campaign analysis.

On the other hand, Google Ads simplifies the campaign management process through its sleek user interface. This allows advertisers to create and launch ad campaigns quickly.

It offers bidding choices and keyword suggestions to help advertisers optimize their campaign performance. While it might not have the level of detail as SA360, Google Ads provides tools for improving ad performance. The main point is that SA360 offers campaign management capabilities and detailed reporting.

However, Google Ads has a user interface and automated optimization tools. In terms of cost and pricing structure, SA360 is a paid tool. It’s expensive compared to Google Ads. This is due to enterprise-level features and extensive campaign management capabilities.

Small advertisers would find it cumbersome, whereas, for advertisers with big budgets and complex campaign requirements, this is impossible. Choosing the right platform is very important when running an online marketing campaign. With hundreds of choices coming your way, it may indeed be helpful to know which one suits your needs the best. We will now compare the elements of SA390 (new Search Ads360) and Google Ads.

SA360 (which used to be called DoubleClick Search) will be a strong platform that offers scalability and complex features. It’s only for large-scale and comprehensive advertising endeavors. It is customizable to manage ramp-up campaigns and do reporting, as well as scalable optimizations.

SA360 Features

There are many features that SA360 offers, which you should be aware of from the start.

1. Integrations with Google products

SA360 has been incorporated with GA4,Display & Video 360, and Google Tag Manager 360 seamlessly. This system presents a single view for campaign management..

2. Managing campaigns across channels

SA360 allows you to run and control your campaigns by orchestrating them with all search engines such as Google, Bing, and Yahoo. With this, you can expand your reach as well as the number of people that get touched by this media.

3. Advanced bidding strategies

SA360 provides a diverse range of strategies, such as automatic bid management and enhanced bid management. In addition, they can use different techniques such as tROAS, tCPA, and portfolio bid strategies, among others. These strategies employ ML algorithms to help you optimize bids for you to obtain your specific ROI goals.

4. Data-driven insights

SA360 features performance metrics reporting and analytics, such as dashboard and attribution modeling. Due to these insights, PR campaign effectiveness can be evaluated. This allows you to determine data-informed choices to make the best practices successful.

5. Google Ads: Simplicity and Reach

Google Ads is the advertising platform (which was formerly called Google AdWords). The latter provides a friendly user interface that fits all types of companies. It allows you to have the means to gain reach based on your budget. With Google Ads, you will be able to hit 90% of the target audience. The interface is very user-friendly, and the learning curve is very smooth.

SA360 vs. Google Ads: How to Choose?

When considering which platform to choose, there are factors to keep in mind:

1. Setup and management

Google Ads users greatly appreciate the convenience and ease of use provided by its efficient and intuitive tool. So, are you an advertising beginner and looking for a place to start? Don’t worry! This will be done very effortlessly as you will get the ad campaigns page. Our platform is dedicated to walking members of the community through the campaign creation process. We also provide users with best practice guides for campaign execution.

2. Wide audience reach

With Google Ads, you can choose Search Network, Display Network, YouTube, and Partners sites for your ad campaign. As a language learning enthusiast and a technologist myself, I am deeply concerned about the potential impact these developments could have on language fluency, cultural understanding, and the evolution of our language skills in the digital age. The virtuous distance from this campaign not only guarantees a wide range of receivers but also offers access only to potent and uncompromising ones. Therefore, the result is that you will be able to multiply your ROI.

3. Diverse ad formats

In this regard, Google Ads offers a capacity for choosing from its variety of advertising formats.

You can choose from:

  • Text ads
  • Display ads
  • Video ads
  • Shopping ads
  • App ads

You can choose the type that fits bled for reaching the objectives of the campaign in a better manner.


sa 360 vs google ads comparison


The Benefits of Utilizing SA360 for Your Search Marketing Campaigns

With regard to search marketing, perfecting the combination of unique tactics like these key techniques is what ensures productivity is enhanced. In the industry, one of the best tools is the SA360 from Google. On the whole, using this tool may skyrocket the effectiveness of your SEO campaigns as it is able to do the following:

1. Streamlined campaign management

Within the SA360 control panel, advertisers can monitor various campaigns’ performances by engines. Besides simplifying campaign management across those engines it helps marketers to achieve their goals.

Through the ease of use of 1 interface, you can now create and optimize your campaigns. You will be able to follow the progress of your campaigns and save time spent in one place, allowing you to manage multiple accounts simultaneously.

2. Complete insights across channels

In contrast to Google Ads, SA360 has reporting capacities across the board, enclosing channels like Search, Display, Video, and Social. This holistic vision permits you to obtain a deeper understanding of the customer journey. It enables you to have exact information that can be used to improve your search marketing strategy.

3. Advanced bid automation

The effective bidding tool of SA360 is set to enhance campaigns. Through AI algorithms and machine learning, the platform constantly monitors the bids in real-time and adjusts accordingly. It is an AI-driven platform that offers better bid optimization. This will feature your ads in high-profile locations. This automation is done in a way that optimizes the allocation of your budget and amplifies your ROI.

4. Attribution modeling

Apportioning the credit for your marketing efforts is best done using advanced attribution modeling. SA360 goes beyond the click attribution by providing us with different attribution models. Choose from last-click or first attribution. It will thus be easy for you to apportion credit to all the stages of the customer journey. DDA modeling is a state-of-the-art modeling technique.

DDA emphasizes the precision of measuring the effectiveness of your campaign at the same time. It also helps you set up more efficient budgets.

5. Integration with the Google Marketing Platform

SA360 seamlessly links with the Google Marketing Platform features like Campaign Manager, DV360, and Google Analytics. Thus, the integration enables you to share your data in a fast way. It delivers an understanding of many marketing channels. Doing so helps you create more consistent and successful campaigns.

Key takeaway: 

SA360 offers advantages that can supercharge your sea campaigns. These include:

  • Effortless campaign management
  • Enhanced insights across channels
  • Advanced automation for bidding
  • Advanced attribution modeling
  • Seamless integration with the Google Marketing Platform


The Benefits of Using Google Ads for Your Search Marketing Campaign

Bid strategies are certainly among those that are able to maximize performance in SA360 and Google Ads as the medium for advertising optimization. On the one hand, both the platforms have bidding strategies, but the marketers should also look for the differences. What bidding strategies do we have in SA360 and Google Ads? And we can also talk about how they are very relevant regarding the success of your current campaigns.

1. Manual Bidding

In the brand bubble, manual bidding in SA360 gives the marketers the ability to control their bids. They can set the bid levels manually with respect to their quality and intended objectives. Meanwhile, Google Ads also provides a bidding option. In AdWords, ads are bidded at either ad group or keyword levels depending on campaign goals and available budget.

2. Enhanced CPC (eCPC)

The SA360 presents a special form of CPC called eCPC. This means that the bids are automatically adjusted according to the probability of a conversion. It allows us to have automated bidding during each auction to maximize the conversions. Google Ads goes further by applying ECPC bidding, which uses machine learning algorithms to dynamically adjust bids. This means priority is given to clicks that have a higher chance of converting.

3. Cost Per Acquisition (CPA) Targeting

Through SA360, advertisers can set their desired cost per acquisition (CPA). It is in this manner that the platform will customize bids based on data and machine learning. This is how it can accomplish that goal. Similarly, Google Ads has a Target CPA bid strategy. It auto-adjusts bids to reach the desired CPA. It does that by taking advantage of user data and contextual signals. Last but not least, SA360 provides more of its own signals in bidding. The specific case of a bus stop user with a good signal compared to being underground with a bad one.

4. Return On Ad Spend (ROAS) Targeting

Target ROAS is one of the bidding strategies that is available on the platform, and it is offered by SA360. Therefore, it enables advertisers to achieve maximum ROAS (return on ad spend) by defining the exact ROI (return on investment) target that has to be achieved. Then, the system makes the necessary bid adjustments until the goal is reached automatically.

Google Ads also offers the Target ROAS bid strategy among various other strategies. It executes data and machine learning to optimize bids with the goal of achieving conversion value. This way the platform strives to get to the required ROAS level.

Bid strategies by SA360 and Google Ads present different options to marketers when it comes to comparing these two approaches. Both advertising channels give us bidding strategies such as ECPC, Target CPA, and Target ROAS. Before making a bid, it’s crucial to determine the goals of the campaign and work within the budget limitations. The degree of control pursued is another aspect to be thought over too.

In the case of SA360ands Google Ads, bid strategies are on the rise for campaign effectiveness. Similarly, you can serve the bidding options effectively on both platforms. Convert your desired audience. SA360 ensures the scalability of the process in which it takes place.


google analytics and google marketing platform


Here are key points to take advantage of:

1. Utilize the bidding strategies

SA360 and Google Ads are the two bid strategies that can help you extract maximum performance out of your campaigns. For instance, you can also benefit from the bidding strategies that involve Target CPA (cost per acquisition) or Target ROAS (return on ad spend). These techniques, on their own, adjust bidding based on your campaign goals and eventually cut through the noise by optimizing your bids for purchases and revenue.

2. Harness the power of audience targeting

Campaign audience targeting affects the advertising campaign optimization process. In both these cases, SA360 can help utilize audience segments that tend to win more converting customers. Segment creation will be carried out when mining the audience data. Make bid adjustments accordingly.

To be able to decide on bidding strategies that are perfectly geared to optimize your campaigns on both platforms, you need to consider these recommendations.

Likewise, the Google Ads system also offers the ability to select target markets. This consists of; affinity audiences, intent audiences, and custom intent audiences. This can be done through the process of targeting, which results in high-qualifying leads. Achieve campaign performance.

3. Implement A/B testing

A/B testing is a method for improving campaigns for both the SA360 and Google ads. It revolves around creating different sets of ads or landing pages and testing their performance to find out the ones that convert best. This data-driven method provides you with the power to make decisions that optimize your campaign.

Try different aspects of the ad such as copy, headlines, calls to action, and landing pages to see which messages resonate the most with your target audience.

4. Enhance ad copy and ad extensions

Engaging ad copy along with competent ad extensions are drivers in the success of ad campaigns. Write appealing ad copy by clearly illustrating the advantages of your product or service and grabbing the attention of your audience.

Leverage the ad extensions like site links, call outs and structured snippets to offer relevant information and better clarity in your ads. In doing so, make sure your message is connected with the user’s search intent and include the keywords to improve the quality and fuel the relevant ads services.

5. Monitor and analyze performance metrics

Tracking and digesting performance measures is necessary for successful campaign optimization. Analytics tools offered by these two platforms provide in-depth insights on campaign effectiveness. Give heed to metrics like CTR (click-through rate), conversion rate, and CPA (cost per acquisition) if they provide indices for the assessment of campaign effectiveness.

6. Remarketing and targeting

In terms of retargeting and audience targeting, it is SA360 and Google Ads that can do such thing. This can positively expand your advertising campaign immensely.

Let’s take a look at how.

  1. Audience Segmentation

In SA360 advertisers get an opportunity for target audience segmentation. Segmentation, a process that is based on different factors, lets you create specific groups. Aspects are the following: browsing behavior, demographics, and the last browsing history. Through the usage of this granularity, you can customize your messaging segment by segment. In such a way it enhances an ad campaign performance.

In Google Ads there is also the feature of divisible public. Nevertheless, it is improbable to ensure the same degree of intricacy as SA360. Advertisers can take advantage of defined audiences using targeted ads. Reach will contain interest based, in-market, custom, and website visitor groups. In addition to this, you can also import your own client parameters. Apart from this mode of reaching the target, SA360’s audience segmentation these days is more advanced.

  1. Dynamic Remarketing

SA360 specializes in the field of retargeting. It is accomplished by the way advertisers can target users who visit your site or app. With the dynamic approach, the products or services will be automatically presented. Conversational marketing is based on the user’s personal experience, resulting in higher engagement rates and conversions.

Google Ads utilizes remarketing as well.It has some limitations. It mainly targets e-commerce advertisers. Helps them generate product ads that display products most relevant to a user’s browsing history. The program is great for e-commerce companies but its remarketing features are much broader.

SA360 and Google Ads make it possible for advertisers to import customer data. The information obtained is further used to contact people using their contact details as the specifics. Through this function, Customers Match is helpful in remarketing. This is where marketers can tailor their messaging for their current customers to encourage upselling or cross-selling. Personalize the message towards specific segments or target the lapsed customers to rekindle their passion.

Targeted advertising is one of the SA360 and Google Ads options. You can target user groups that are formed either by similar groups with your current clients or website visitors. Through audience targeting, advertisers have a chance to widen their effectiveness. Also, you use past customer behaviors or interests of the current audience to identify new prospective customers that match similar characteristics. It may also serve as a tool for producing growth and generating brand awareness for the company.

In other words, both re-marketing and audience targeting tactics by SA360 and Google Ads are also available. Segmenting the audience to its finest grain and having dynamic remarketing as its major strength mark SA360 apart from other programs.

Although Google App Ads offers customer match and lookalike audients alone.

Advertisers should keep in mind that DBSTM models should be applied in both channels as well.

They contribute to improving marketing channels by helping to understand them more proficiently and effectively. Such knowledge enables marketers to fine-tune their ad performance. We are open to exciting essay projects. Following that, you’ll address the underlying issues of your frightening experience and learn to make sound decisions on the basis of the current reality. It will bring you to the best use of available resources in order to generate the biggest ROI.

Data-Driven Attribution Models

In this section, we will delve into the data-driven attribution models offered by SA360 and Google Ads.

1. Last Click Attribution

The last click model is the prevailing one. It attributes the credit for a conversion to the ad a user clicked on. Obviously, it’s like your call. Nevertheless, it omits addresses along the user journey. This doesn’t work because you may not know that this could have affected their decision. Consequently, to begin with, this is what you get initially. On the other hand, by then, you wish to progress beyond the first model to more advanced ones.

2. First Click Attribution

First, click attribution provides the full attribution for a conversion to the ad that a given user interacted with. This model marks the importance of a touchpoint. There are also any subsequent touches that may have led to the sale.

3. Linear Attribution

Through attribution, equal proportions of credit are assigned to every touchpoint in the route toward conversion. The developers have adopted this model, which recognizes each interaction’s contribution throughout the process.

For example, the target user views three ads prior to making a purchase. In this scenario, each clock would receive a component of the credit allocated into 3 parts. It gives a more complete outlook on the journey of the customer. Nevertheless, the significance of each link may be overstated.

4. Time Decay Attribution

Another attribution model, referred to as Time Decay Attribution, gives greater weight to touch points occurring nearer to the conversion. The last touchpoint before the conversion gets the credit, and consequently, the previous touchpoints get some credit incrementally. This model accounts for the fact that earlier interactions have a smaller influence as users get closer to buying the goods.

5. Position-Based Attribution

Also referred to as last-click attribution, which apportions 40% credit to both the last touch. This he does through the spread of credit equally among twenty percent of the intermediary touchpoints. This model gives perspective to all touchpoints, and in between, touchpoints are not neglected.

Each of these models has its strengths, and they may be useful in different contexts. Advertisers use these models to predict customer journeys and to manage resources efficiently. This data should be analyzed comprehensively. It does so because it chooses the appropriate attribution model that fits your business objectives.

Key Takeaway

SA360 and Google Ads offer a variety of attribution models. From the data, the models are able to give advertisers further insights into the effectiveness of their campaigns. These platforms do have built-in features to enable advertisers to engage third-party tools and applications. These are the key factors that help them enhance the performance of their ads and get more ROI.

Integration is undoubtedly where SA360 and Google Ads are both very strong. This combination provides access to advertisers with regard to audience data in order to target audience segments with thematically very narrow ads. With the help of DMP, advertisers can be sure that their ads will be viewed by their audience and increase the possibility of conversions.

Another effective approach that GMP provides is Remarketing through Dynamic Creative Optimization (DCO). This way, the advertisers can provide such relevant ads to the audience based on their previous engagements with the brand. With the help of these tailor-made ads, advertisers can achieve remarkable results in terms of user engagement.

Also, these platforms have integration options for third-party bid management platforms. Having a bid management strategy is in fact critical for the best performance of ads. With the help of these third-party bid platforms, advertisers can do the bidding more and more effectively.

Correct data analytics is key to both ad optimization and improving performance. Media and ad exchanges enable advertisers to make use of 3rd party analytical frameworks. In this way, it is possible to create an ecosystem of trust and link back to their campaigns. It excellently achieves the purpose of trend identification and performance measurement. These advantages consequently help the systems of the marketers based on information to make decisions in improving campaign performance.

Handling ad campaigns across the board is demanding. Nevertheless, SA360 and Google adds capabilities to link with channel campaign management systems. This ensures the message is clear and cohesive. Alongside, it creates coordination between media budgets and provides consistent brand experience across channels.

Utilizing third-party platforms within SA360 and Google Ads becomes advantageous to advertisers because of the wide range of targeting features.

These targeting capabilities include:

  • Dynamic ad personalization features
  • Advanced bid management options
  • Comprehensive reporting tools 
  • Unified cross-channel campaign management.


The Future of Search Engine Advertising: SA360 vs Google Ads

With the fast-evolving ad world, SEM remains an integral ingredient in any marketing mix. Two major players in this industry, SA360 and Google Ads, have emerged. In the next part, we will cover the topic of search engine advertising of the future. SA360 and Google Ads possess different features, capabilities, and benefits. We’ll be discussing them in detail.

1. Unmatched Integration and Data Insights

SA360 is completely integrated with the Google Marketing Platform by default. The platform enables advertisers to utilize data from channels to optimize their campaigns. This integration thus allows tracking of the customer journey. It is the one that helps to distribute the budget in a prudent manner across diverse contact channels.

2. Advanced Bid Optimization and Automation

The ML algorithm of SA360 makes it possible to automate bidding, which provides the best timing for your ads to reach the audience. The tool’s automation makes campaign monitoring and scaling possible. This would free marketers’ time to focus on other projects.

3. Customizable Reporting and Visualization

SA360 has the capacity to emphasize advanced reporting. It makes it possible for the advertiser to make reports formatted as they themselves desire against their (KPIs) and metrics.

This is a platform that is changing search engine advertising on an unprecedented scale. It is an achievement because of the application of features that a SaaS business needs in order to operate on auto-pilot. Parallelly, this will expose the companies to their customers against such behavioral aspects.

The platform’s easy-to-use graphic presentations allow users to understand the data immediately. This (decision-making process) is easily powered by data.

1. Reach and Network

Google Ads capitalizes on the broad reach of Google Search Network. The platform is dedicated to making sure your ads get the attention they deserve from a wide variety of audiences, regardless of the devices they use.

Platform’s Display Network allows advertisers to show up the alluring ads on partner websites. This makes it possible to increase their brand visibility and reach. The GDN allows for raising brand awareness and feeding the funnel at the top. Although this leads are not 100% qualified, still GDN is good for brand awareness.

2. User-friendly interface and Campaign Management

Google Ads features a user-friendly interface that is straightforward whether you are just starting or an experienced advertiser. Hence, they simplify the process of preparing campaigns.

The platform makes keyword research easy, helps to create ads, and targets audiences. It is this simplicity that makes it platform-agnostic and thus suitable for both SMBs and Enterprises.

3. Effective Tracking and Optimization

Google Ads offer detailed tracking tools which enable the campaign’s results to be monitored at any time during the campaign. You could track conversions on your ads to measure the effectiveness of your marketing efforts.

Moreover, the tool gives you tips on improving campaign performance based on past campaign data. Automated bidding strategies that will optimize your campaign and level up performance are there to use.

Key Takeaway: 

Throughout these two search engines’ digital advertising, SA360 and Google Ads are advert platforms.

Google Ads is an excellent tool for people of any size. However, for those who want to have more accurate reports and better bidding opportunities, SA360 will solve their needs. 

Making the Right Choice: SA360 or Google Ads for Your Digital Marketing Success

sa360 vs google ads how to choose

Choice of the best platform to develop your strategies may be tiresome. With a variety of advertising options it is important to understand the differences among the advertising solutions. This part is devoted to the analysis of SA360 and Google Ads. Our role will be to assist you with an informed choice that is primed for your marketing success.

1. Understanding the Core Capabilities

SA360 is an ad platform designed for enterprise accounts targeting a large number of campaigns at a time. It plays a pivotal role as an area where search campaigns having paid by nature appear on various search engines.

While Google Ads (previously Google AdWords) is intended for businesses of varying size, on the other hand. It gives a user-friendly environment for planning and organizing different digital marketing actions. Campaign types include paid search ads, display ads, google shopping ads and video ads.

2. Scalability and Flexibility

It is here that scalability and flexibility come to the forefront for the SA360. It makes advertisers capable of executing big scale sea campaigns at hand and they get a lot of customization options.

Interacting with opposite data sources is easy, thanks to the possibility of SA360 integration. Marketers will be able to merge data from other sources and use Google Automated bidding in order to achieve their objectives. Thereby, you can ensure your brand’s promotion across all main communication channels.

You can import data into Google SA360 (formerly DoubleClick Search) from:

  • Your Salesforce or Hubspot CRM (audience match data)
  • GA4 and Adobe Analytics
  • Social Networks (Facebook, Twitter, LinkedIn)
  • (Formerly Bing Ads) – Microsoft Ads and Google Ads

Google Ads is designed to cater to businesses, providing tools for creating ad campaigns, managing keywords, and tracking performance. Moreover, Google Ads offers localized targeting features and extensions that can greatly benefit businesses focusing on regions.

With regard to reporting and optimization, the SA360 has an advantage. Ad marketers can now gain access from insights and profile the performance metrics over all of their campaign’s ad groups and keywords. The platform provides attribution modeling to analyze the effect of interactions during the customer’s journey.

With the use of bid management tools and automated bidding options available in SA360, advertisers gain the ability to optimize their campaigns targeting performance center.

Alongside Google Ads, reporting and optimization tools are also available. It is the easiest way to get to SA360 and SA380. Advertisers can evaluate the performance metrics quite accurately. While managing this, you can apply bid strategies that make use of Google’s machine-learning algorithms for smart bidding.

Yet, the range of optimization options might not be as extensive as SA360. Nevertheless, Google Ads provides marketers with tools to enable the optimization of the ad output.

Managing the budget is a key component to the success of the advertising campaign. Assessing your aims and objectives is the matter that comes first before making of a decision to invest in SA360.

Both platforms provide tools and features that can support you in your advertising goals. SA360 feature is equipped with a bidding strategy and cross-channel insights, this allows you to optimize across the platforms to achieve better results.

Contrary to it Google Ads provides an interface and the opportunity to advertise across Google Network. No matter which platform you go for, the most essential thing is your ability to influence your search campaign  for impact.

What is the effective method for attributing data to drive insights?

Attribution refers to identifying the drivers of product or website performance. This shows creating processes that lead a visitor to make a conversion. In the second place, it is concerned with crediting those who deserve it.

SA360 also lets advertisers carry out custom DDA models within the UI. Adding SA360’s Natural Search feature to DDA models, SA360’s DDA models can determine conversions originated from organic traffic. This is really remarkable as advertisers here with SA360 can create up to five DDA models any time. On the other hand, in case of Google Ads, you can build only one single DDA model on the basis of only Google Ads data.

Finally, you need to weigh up your alternatives before you make the decision on whether SA360 is the best option for your brand. Not sure about something? Just text us.


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