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What to Expect with the New Search Ads 360

In early February 2022, Google announced the launch of the new Search Ads 360 (SA360) experience with major changes to be rolled out to their leading search management platform throughout 2022. The planned updates will include a redesigned UI, improved search engine support and advanced enterprise innovation.

As SBS Sourcing, who has spent countless hours on the previous SA360, the new experience is a long time coming.

The updates will offer SBS Sourcing and other SA360 advertisers an efficient workflow and stronger cross-engine compatibility, all within a single search management platform. Below is an in-depth look at what to look forward to as SA360 rolls out in 2022.

Greater Workflow Efficiencies

Google has shaped the new SA360 experience around achieving greater workflow efficiencies by implementing updates designed to minimize unnecessary repetitive tasks. One of the updates that I’m most excited about is the new and improved cross-platform support of the Google Ads Labels feature. Advertisers will no longer be required to recreate and reapply the same labels, as any labels linked to Google Ads will automatically become available in the new SA360 interface. This was one of the most requested features amongst my colleagues and clients, so it’s great that it’s finally here. The previous requirement of recreating and reapplying labels in SA360 through manual operations, such as bulk edits and Excel uploads, will now be a thing of the past!

There are more avenues to scale with centralization through enhanced cross-advertiser management. With the previous SA360, customizing reporting views or campaign management done at the “Advertiser” platform level has always operated individually. The new SA360 experience will address this by granting the ability to report and manage campaign activities across multiple Advertisers at once.

Noticeable workflow improvements include the option to create custom columns (previously called formula columns) at the Manager (previously “Agency”) level, to execute bulk changes to multiple accounts simultaneously and to duplicate entities across engines or the Advertiser level with a new copy and paste function. These new SA360 updates drive greater productivity for SBS Sourcing with many search engine accounts that would like to organize client reporting tasks simultaneously.