Webinar Q&A: What’s New in Search

If you missed our “What’s New in Search” webinar in February then you also missed some pretty helpful Q+A. Luckily, the recording -- along with all those great answers to your top search questions -- is now available to watch on-demand.

Adswerve Director of Product Search Brent Ramos and Product Manager Jeff Stuart covered:

• The latest updates around the new Search Ads 360 (SA360)
• New features that can help you execute advanced tactics like value-based bidding
• Game-changing Adswerve Search tools that integrate with SA360
• Answers to two rounds of Q+A & more!

Check out some of our top Q&A highlights from the session below.

Q&A highlights:

Q: With all the new SA360 updates, do I still need Google Ads?

A: While you would still need a platform like Google Ads to essentially serve your paid search ads, it really comes down to whether you're ready to scale your search efforts with more advanced tactics like value-based bidding. You can think of SA360 as a management tool that sits on top of supported engines like Google Ads and Microsoft Ads. It allows you to aggregate your search portfolio under a common AI.

Q: I know value-based bidding can help e-commerce programs, but is it applicable to lead generation?

A: Yes! You can use your data to predict what leads will complete the entire conversion funnel and determine where to invest your budget to improve your conversion rate. 

Q: Do the new SA60 updates apply to me if I’m not sharing CRM data with the Google Marketing Platform (GMP)?

A: Yes. CRM is one data source of many that you can use to inform value-based bidding in the tools. While it’s essential, it’s not the only one you can use.

Q: What are the limitations of managing the new campaign types supported through the new SA360? Are there any elements that we’ll still need to manage through the Google Ads UI?

A: There should be greater parity between SA360 and Google Ads, and most, if not all, of the management functions for the popular management types will be available in SA360, that said, we’ll learn more as the updates continue to roll out.

Q: How soon will changes I make in the new SA360 push through to Google Ads?

A: Changes between linked SA360 and Google Ads accounts should post in near real-time.

Q: Are there any benefits to using SA360 Floodlight tags for value-based bidding instead of using a Google bid strategy that leverages Salesforce data directly connected through Google Ads API?

A: Yes, Floodlight sits agnostically above the engine for greater scale and extension into your display and programmatic efforts. Plus, Floodlight tags offer variables to pivot off for a more seamless iteration experience.

Check out the on-demand webinar for more Q+A answers and a chance to learn how Adswerve Search can help you get the most out of your SA360 investment. Questions? Please reach out and we’ll be in touch.