In part 1 of this series, we provide an overview of the benefits and reporting capabilities of integrating Google Analytics 360 with Search Ads 360 (previously known as Google DoubleClick Search), as part of the Google Marketing Platform enterprise suite of products.
In part 2, we will provide tips and tricks for interpreting and using the Search Ads 360 (previously known as DoubleClick Search) reports in Google Analytics 360.
What is Search Ads 360 (previously known as DoubleClick Search)?
Search Ads 360 (previously known as DoubleClick Search), a search management platform, allows agencies and marketers to efficiently manage search marketing campaigns across multiple engines and media channels.
Benefits of DS include a streamlined workflow and powerful reporting features. Buyers can efficiently run campaigns while campaign performance is improved with automated bidding. Search Ads 360 has a native integration with Google Marketing Platform (previously only DoubleClick Digital Marketing plaftorm or DDM, before Google Analytics 360 and other enterprise tools like Google Optimize or Google Tag Manager were included), which means buyers can manage and track digital campaigns across a single platform, providing rich, cross-channel buying, reporting and attribution.
With Search Ads 360:
- You no longer need to manage your ads and keywords on each search engine, making it easier to analyze your ad/keyword performance across engines.
- You have the automated bidding power of Search Ads 360 bid strategies.
- You can increase your Return on Investment (ROI) for search marketing by saving time, reducing complexity, and have the ability to make better decisions.
Google Analytics 360 is the enterprise version of Google Analytics within the Google Marketing Platform enterprise analytics and media suite, and is the most popular digital analytics platform. With Google Analytics 360, you get access to higher data limits, advanced reporting and more platform integrations, such as Google Marketing Platform media tools (previously known as DoubleClick).
As these platforms are both provided by Google, there is a seamless integration between the various platforms which provides immense value and extra advertising plus analytical capabilities. The Google Marketing Platform is built for enterprise clients with complex needs and global scale.
The Benefits of Integrating Google Analytics 360 with Search Ads 360
New Reporting Features in Search Ads 360*
New reporting features that allow you to see keywords, dynamic targets, and other biddable items as they lead to GA transactions and goals, including session goals (such as club member registrations). More details here for Search Ads 360 report enhancements (must have access to DS account).
Ability to use Google Analytics Data in a Search Ads 360 Bid Strategy
You can create a bid strategy that maximizes transaction and action-based conversions reported by GA. In addition, GA provides powerful session-level engagement goals that a bid strategy can work to maximize.
Automate Your Workflow with Search Ads 360
Add GA columns to Search Ads 360 reports, add formula columns, and create rules to automate your workflow.
See Search Ads 360 Search Metrics
Be able to see Search Ads 360 search metrics such as impressions, clicks, cost etc. against GA tracked data such as revenue, unlocking new metrics automatically such as Return on Ad Spend (ROAS) or Return per Click (RPC).
Two things of note:
- GA only sends data for activity that occurs during a visit recorded by Search Ads 360.
- This does not replace the need/recommendation to integrate Adwords to GA 360, but only enhances the data collection and capabilities.
Examples of Search Ads 360 Reporting Usage and Google Analytics 360 User Interface
Use Search Ads 360 reports in GA if you are looking to do in-depth search performance analysis and to identify not only top clicked search campaigns/ads/keywords etc., but which campaigns are driving the most conversions and engagement on websites.
GA 360 allows you to display user engagement metrics and actions side-by-side search metrics and dimensions as well as allows for deeper segmentation of users according to their interactions and engagements.
Integrated Paid Search Reporting and Advanced Bidding: What You Get
SA360 Data
SA360 Data (clicks, impressions, cost) into Analytics 360 for all SA360 engines, with auto-tagging for all SA360 engines
SA360 Dimensions
SA360 Dimensions (engine accounts, campaign, ad groups keywords) into Analytics 360
Attribution Models
Integration of SA360 data (clicks) into Analytics 360 attribution models and data-driven attribution
GA Metrics
GA Metrics (bounce rate, conversion rate, avg session duration . . . ) into SA360
SA360 Reports
SA360 reports based on GA goals and metrics
SA360 Rules
SA360 rules based on GA goals and metrics
SA360 Bid Optimization
SA360 bid optimization based on GA goals and metrics
New Reports and Dimensions
Acquisition > Search Ads 360 Search Reports
When the Search Ads 360 (SA360), as part of the Google Marketing Platform, reporting integration is complete, you will see a new set of Search Ads 360 reports in the Acquisition section of all profiles with access to SA360 data in your linked Google Analytics 360 property.
The Search Ads 360 reports support native SA360 dimensions, and let you:
- Advertisers: Monitor the performance of each of your SA360 engine accounts
- Engine Accounts: Assess the performance of each of your SA360 engine accounts
- Campaigns: Analyze how well your SA360 ad groups are meeting your expectations
- Keywords: Understand the performance of each keyword in your SA360 account
By default, the reports show you the Summary group of Acquisitions, Behavior, and Conversions.
In part 2 of our series, we will cover how to navigate, interpret and use Search Ads 360 reports in the GA 360 interface.
*While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in.
Whether you’ve been using Google Marketing Platform and Search Ads 360 (previously known as DoubleClick) to execute and manage your digital strategy for years, or are just beginning to plan a Google Marketing Platform and Search Ads 360 implementation, this Becoming Data-Driven with Google Marketing Platform and Search Ads 360 by Google webinar recap will give you all the tools you need to become a data-centric user of the Google Marketing Platform suite.
