Beyond the Audit: Scaling Global Search Success with Search Ads 360 (SA360)

Global advertisers know the drill: a meticulous paid search audit is crucial. But an audit alone doesn’t guarantee performance. The real challenge? Ensuring those insights translate into consistent, scalable action across diverse markets.

It’s one thing to identify optimization opportunities in your Google Ads campaigns, quite another to replicate that success in Bing or Baidu with their unique nuances. That’s where Search Ad 360’s (SA360) true power shines. We’re not just talking about linking accounts; it’s about orchestrating a unified strategy.

Scaling globally requires a centralized platform that can handle the complexities of multiple engines, languages, and cultural differences. SA360 allows you to standardize best practices, automate bid strategies, and track performance across your entire search ecosystem. This level of control empowers you to move beyond isolated audits and implement a cohesive, data-driven approach, ensuring that your global campaigns are not just analyzed, but consistently optimized for maximum impact.

While not comprehensive, this checklist is a good start:

Foundational Setup & Structure (SA360 Core)

• Account Linking & Data Sync
  • Verify all relevant managed engine accounts (Google Ads, Bing, Yahoo! Japan, Baidu) are properly linked to SA360.
  • Confirm any additional social or engine-tracked accounts (Meta, Yandex, adMarketplace, etc.) are properly linked to SA360.
  • Confirm seamless data flow and sync between SA360 and engine accounts.
  • Set up appropriate attribution models within SA360.
• Floodlight Configuration
  • Implement and validate Floodlight activities for accurate conversion tracking (in Campaign Manager 360).
  • Create and organize Floodlight columns for reporting and bidding.
• Structured Data and Inventory Management
  • If applicable, utilize inventory feeds for dynamic ad creation and management.
    • Link Google Merchant Center to leverage product feeds
  • Ensure product data is accurate, up-to-date, and optimized (in Google Merchant Center).
• Campaign Structure and Organization
  • Design a scalable campaign structure aligned with business goals.
  • Use labels and custom dimensions for granular reporting and segmentation.
  • Implement naming conventions that are consistent, easy to follow, and provide any necessary information for analysis.
• Automated Rules and Alerts
  • Define clear thresholds and conditions for automated actions.
  • Set up automated rules for bid adjustments, pausing campaigns, and triggering alerts, etc.

Bidding and Optimization

• Bid Strategies & Management
  • Select and implement appropriate bid strategies based on campaign goals (e.g., conversion volume, ROAS).
  • Regularly monitor bid strategy performance and make adjustments as needed.
  • Utilize SA360’s bid strategy testing and optimization tools.
  • Build cross-platform bid strategies; use auction time bidding across Google Ads and Bing for best possible results.
• Keyword Management
  • Conduct thorough keyword research and maintain a relevant keyword list.
  • Regularly review search query reports and add negative keywords to refine targeting.
• Ad Copy Optimization
  • Create compelling and relevant ad copy that aligns with search intent and your landing page experience.
  • Utilize dynamic keyword insertion and ad customizers for personalized ads.
  • A/B test ad copy variations to identify high-performing messages.
  • Implement and optimize structured snippets and other relevant extensions.
• Landing Page Optimization
  • Ensure landing pages are relevant to ad copy and keyword targeting.
  • Optimize landing page experience for mobile devices.
  • Track landing page performance and identify areas for improvement.

Reporting & Analysis

• Custom Reports and Dashboards
  • Create custom reports and dashboards to track key performance indicators (KPIs).
  • Segment data by device, location, audience, and other relevant dimensions.
  • Schedule regular reports and share with stakeholders.
• Attribution Analysis
  • Analyze attribution data to understand the customer journey and identify influential touchpoints.
  • Adjust bidding strategies based on attribution insights.
• Performance Monitoring and Troubleshooting
  • Regularly monitor campaign performance and identify any anomalies or issues.
  • Utilize SA360’s troubleshooting tools to diagnose and resolve problems.

Ongoing Maintenance and Improvement

• Stay Updated
  • Keep up-to-date with the latest SA360 features and best practices.
  • Attend industry events and webinars to learn about new trends and technologies.
• Continuous Testing and Optimization
  • Implement a culture of continuous testing and experimentation.
  • Regularly review and refine optimization strategies based on performance data.

By consistently working through this checklist, you can maximize your SA360 performance and achieve your advertising goals across a diverse range of search and social platforms. This level of control empowers you to move beyond isolated audits and implement a cohesive, data-driven approach, ensuring that your global campaigns are not just analyzed, but consistently optimized for maximum impact.

However, the scope of work for such a comprehensive strategy can quickly become large and complex, especially when navigating the intricacies of diverse markets. That’s where InfoTrust can help; we specialize in simplifying the complexities of SA360, providing expert guidance to ensure your global search campaigns are not only launched effectively but also provide you with the technical support you need along the way. From custom reporting to troubleshooting and strategic improvements to your data flow, we’ll help you move beyond your audits into tangible results, scaling your global search success with confidence.