Search as 360, social 360 is part of the Google marketing platform, which is Google's broader packages solutions designed for larger and enterprise level businesses and within Google marketing platform. There's a few sub products and that includes a few paid premium versions of tools that you might already be familiar with some of the the free versions so for example a lot of you.

I'm sure are using Google Analytics as in the free version the paid version analytics 360 that is one of the products within Google marketing platform today obviously. We're talking about searches 360 which is the the tool that allows us to manage search and shopping PPC campaigns also just within. This platform is the display and video 360 and that's kind of the the equivalent platform, which you'd use if you imagine a big display activities.

One important thing to know before anything else is that social statistics the it's not an alternative to Google Ads. I'm sure a lot of you might already be using Google Ads to manage your PPC activities if you were to start using search as we see that's not an alternative success. 360 essentially acts in a similar way to how can shoe or marin might be integrated with your campaigns if any of you use those two as a bid management solution for example so search has 360 would sit on top of your right on top of your other platforms.

You would plug in your Google accounts to those and it's just kind of a way of supplementing what you're already doing with some additional tools and additional functionality it's kind of down to you exactly. How you use it so some people once they're using search 360. They'll spend probably 95 % of their time optimizing their campaigns in the search as 360 platform and not actually go in to the Google account.

All that often but other people might if you've been using Google Ads for a good few years you might already be really comfortable with that interface you might feel more confident working there and using the Google Ads off by an editor in which case you might spend 95% if you time still in Google ads and only come in to search has to be 360 to configure new features and just settings for example so you can kind of get as into the weeds of it as you really want to depending on your comfort level. I'm going to spend the bulk of today talking about some of the different features some of the main benefits that we see the kind of recaps here the main ones I'll be talking about today will be the advanced auto bidding technologies they some of the inventory management tools which are really good for campaigns where you're dealing with particularly large product inventories I'll talk about some of the Brigitte and forecasting tools the multi-platform management aspect of success 360 and it's a couple of other points that I might touch on briefly as we're going through as well I forgot time first off the the multi platform management aspect so search has 360 it's obviously it's a Google tool it's Google search has 360 but that doesn't mean we're limited just to using it for our Google Ads accounts it's quite common for our clients that will be running PPC activity on Google ads and Bing ads and for some of our international clients we might be using Yahoo Japan or if we we've got some Chinese activity we might use Baidu and each of those platforms can be plugged in to search that's 360 and there's a few benefits of that one is simply the efficiency of having everything in one place rather than having to log into Google and then Bing and then Baidu to see how my campaigns are doing I can view everything in one place which I mean yeah it's efficient just having everything there is also much easier because most of us are mostly familiar with the Google ads interface because we're using that all the time the Baidu interface the Yahoo Japan interface even the Bing interface we're not most of us aren't in there every day so you might be less familiar with the interface whereas having everything in one place means you don't have to worry too much about the ins and outs of how of how each of the platforms has its own it's like works it but it also means that each of these platforms can benefit from Google's leading technology I think we'd all probably agree that Google has for the most investment into its technology particularly when it comes to machine learning and bidding technologies which I'll come on to shortly and using search has 360 means that you can capitalize on that technology even more by making sure that your Bing campaigns or your Yahoo Japan campaigns are also benefiting from that technology so it's kind of leveling the playing field a little bit and allowing you to have more of a unified strategy rather than kind of having to do one thing on Google and then make the best of what you can do on bing which has its own bidding technology for example but it might it might not work in quite the same way so it's yeah it there's kind of multiple benefits that come from this fact alone moving on to the machine learning which I just mentioned briefly Google has invested hundreds of millions of pounds over the last few years in artificial intelligence and machine learning and I mean they have their fingers in lots of pies so they are using it in medical research and scientific research and there's military applications but what we care about is how it manifests itself in the PPC tools and a lot of Google's automated bidding strategies bidding at algorithms now are underpinned by Google's machine learning technology and all that really means as opposed because machine learning it sounds like a little bit of a almost meaningless buzzwords sometimes so just to recap on what I actually mean by machine learning it's simply that Google as we all know is collecting a lot of data on AWS and how we're using it all the time so it collecting a lot of different signals of intent such as the search terms that were using our physical location the devices that we're using to search the time of day our browsing history or the forms of advertising that we might have engaged with information that it can infer about our demographics so Google's collecting all this data all the time and it's using those with appropriate weightings which it's kind of learning more about and adjusting all the time to predict the likelihood that a particular user a particular time is likelihood is likely to go on to convert and this is something that it would really would be impossible to do manually partly because there are so many signals and it's just crunching the numbers and crunching the data is difficult enough but also we don't have access to the the same depth of data the Google does we don't have access to I could use as browsing history for example so for all the will in the world Google's bidding technology is always going to be a step ahead of what we could do manually so yet auto bidding in general is one of the strengths of search has three sixes if we would tend to focus on as I've already talked about it is based on their machine to machine learning technology which is generally recognized as way ahead of any of its rivals I'll talk in a minute about the flexibility when it comes to setting up your bid strategies there is a lot of choice and a lot of flexibility in terms of what you can do to ensure that Google is optimizing towards your KPIs and your internal business goals as mentioned with the cross platform management this the auto bidding technology allows you to have a unified approach across your different campaigns so Google Bing etc so to launch into some of the options if any of you have used any form of automated bidding strategies before whether that's on Google ads or a third party product such as marine you were familiar with the basic strategies so for example and in this screenshot we can see that you've got the standard conversion conversion goal target so for example for a travel client might choose to target campaigns based on the CPA cost per acquisition of people that are downloading a brochure and any commerce clients more likely to focus on row a soar or cost of sale that the standard functionality is as you would expect whether that is yes CPA row us maximizing conversions maximizing revenue and these strategies would apply to any of your search or shopping campaigns you've also got the option if you want to of allowing socially sixty-two also set your different bid adjustments so as well as handing over the control of your keyword or your shopping bids you can allow it to set your device bit adjustments or your location bit adjustments on top of that and we would generally recommend allowing allowing it to do that otherwise you kind of get into the situation where Google is Auto bit into your keywords you're independently trying to work out your location bid adjustments and there's a danger of conflict so I think it's generally safer if you're going down the automated route to go fully down the room and and trust Google that's what we tend to do we can see really good results from it so this is just an example we can see we've got this set up to target a three hundred fifty percent row us for an example ecommerce client you've got the option here of deciding what you actually want to use as your ideal conversion source it can be quite flexible here turning on your existing setup before you start using search 360 so in the simplest example you might simply choose to import goals or conversions directly from Google Ads if you've already got what you need setup there you could import those such as 360 and use that as the primary conversion that you're gonna optimize towards that might be the simplest but it's not always going to be appropriate for example if you're using if you've got both Google and Bing campaigns as part of your strategy then it's not going to be appropriate to just use Google Ads conversions so instead you might choose to import from Google Analytics goals instead there are still some limitations to that if you've got a particularly complex analytics setup that involves multiple different domains and that might not quite work so that the most flexible option would be floodlight which is search has 360s own conversion tracking methodology either way there will be a solution for you here and you're not necessarily limited to just once you might choose to mix and match as I'll mention in a moment there's also flexibility in how you can layer on additional constraints into your bid strategy so it might be that your primary goal that you're optimizing towards is a specific CPA target but on top of that you want to say that you've got a certain minimum or maximum bid that you want to set to make just make sure that Google's not gonna get too carried away with itself which it doesn't tend to but you might want to just be a little bit conservative if you try this for the first time so set some maximum bids just to keep spending under control in the short term you can also set minimum or maximum positions if you want to kind of target the top positions above the organic results you do have to be fairly realistic with what you're setting up here so if you were to say that you want to always have your ad appear in position one but also you don't ever want to a more than a maximum bid of 10 pence well that might just be not that might not be realistic so sometimes you might set up a strategy and Google might not be able to hit your targets but as long as you are realistic about what you're going in with it tends to do a realist a reasonable job of balancing the different objectives and I briefly mentioned this already but what what you can do rather than just saying that you want to use Google Analytics goals or Google Ads goals you can use that advance to target in strategy and actually mix and match a little bit so for example you might want to track your sales or revenue using either floodlight or Google Analytics and target that with a specific robust target but you might also on top of that maybe you're tracking some some store visit metrics or some click-to-call metrics in Google Ads and you want to associate those with a particular CPA target and you can actually combine the two of those into a single unified strategy if that's what works for you typically to be honest most of our clients they will have at one primary goal that they're really interested in but if you've got a more sophisticated strategy then the functionality is there to allow for that and you can also get quite funky with how you combine different conversion types via formula columns so just to heart this with one example the example on the left is from a client where we are tracking info request form fills but also we're tracking people that are engaging with the site's chat functionality and also people that are making phone calls but we know that they they're not all of equal value to this client so we've applied some custom weightings so for example a chat is only worth 40% of what a download is to this particular clients we've applied some custom weightings and then we can you actually use this within one of our bid strategies and say maximize the number of those that we're getting or the example on the right is a relatively simple example of how you might want to track not just gross revenue but maybe you want to apply some kind of profit margin to this so in this example it's just a simple 30% profit margin that we're kind of assuming so there's various ways that you can adjust and manipulate and combine and weights different conversion types into one unified strategy and then one final pretty cool feature you have to use isn't kind of an optional extra on top of the basic bid strategies is that quite often a lot of our clients they'll have not just a particular CPA or revenue target they want this to work towards but they'll also have a quite strict monthly or quarterly budget that they need is to work towards and search ads 360 actually gives us some pretty cool functionality to try and balance those two often conflicting objectives so we might set up for example a primary target of spend with a secondary target of a know a 50-pound CPA for example again you need to be fairly realistic with how you're setting these up if you say you want to spend a million pounds a month but you only want a maximum CPA of five pounds that just might not be realistic for your particular industry so don't be surprised if your targets aren't all hit when you go into it with realistic goals we find that it does do quite a good job at balancing those those two different objectives and even if it's not even if it's actually practically not possible to to hit all of you at different targets these budget features predict planning and forecasting features actually do a good job at least surfacing the insights to allow you to adjust your strategy so if your CPA target is too strict to allow you to spend all your budget you will at least get the notifications and the be in sight halfway through the month that maybe you're gonna win to spend in which case maybe you can go back and revisit your target seem to be a little bit more generous with with the CPA target or if you're if you're on underperforming in terms of the revenue you were targeting there maybe that will give you the indication that you need to go back and be a little bit more generous with with your budget so yeah there's some pretty good flexibility there and pretty good insights that can kind of help you to to manage your campaigns throughout the month moving on from bid strategies for example for a moment I let's talk about inventory management so this is a campaign type which is fairly unique to search as 360 I think the closest thing in Google Ads would be dynamic search campaigns but actually this is kind of a several steps more advanced than that in terms of its flexibility and what what you can do so what I'm talking about really with the inventory management is a way to automatically build out your longtail keyword coverage and get really granular and up-to-date ad text both quickly and at scale so these are really ideal for anyone that's got a particularly large or particularly changeable product inventory where prices are changing quickly or things occur in in and out of stock this is really good either for retail clients but also it's really well for travel clients as well are going onto an example of that in a second in the inventory management campaigns they're all going to be driven by some kind of product feed so I've got a simplified example here the feed it might be if if you are an e-commerce website owner then this feed might just be the same one that you would already be using for Google Merchant Center for your shopping ad campaigns but if you're in the travel sector this can work just as well you just have to you might you would have to create a new feed possibly for this purpose so the feed for a travel website might include dimensions such as room availability room type room from price maybe availability maybe flight dates like kind of those kind of things and it's a very flexible campaign type you can kind of use it really depending how you want to a classic example that we might use it for a retail client in this particular example we might use it simply to generate keywords for all of the unique product IDs and maybe combinations of brand and product IDs which individually they would all be probably really low search volume and hard to keep on top of and you might think is it worth the effort of trying to keep on top of them when they're changing so often this is kind of plug in that gap and allowing you to get that really long tail keyword coverage you might use it to make sure that you've got coverage on all of your Bruns maybe all of your different product types so yeah it can it can be flexible depending it kind of depends on I suppose your resource if you don't have the ability to spend loads of time building out individual keywords then you might lean on this more or you might just use it maybe plug a few gaps for really product specific stuff depending on kind of how you want it to work besides building out the keywords in the first place I think one that the one of the biggest strengths possibly is just how it can be used to make sure your ads your outtakes are always up-to-date so you might use it so that anyone searching for Seco Watchers using this or you would have an ad text that said from 99 pounds for example or you could use it to show your biggest discount or you could say the number of products in that particular range that are currently in stock and then if a product goes out of stock or a particular product category falls below a certain threshold of availability you might decide to automatically pause like campaign so one example that I've used it for was for a shoe retailer and we set it up so that whenever a certain shoe was only available in extra extra-large or extra small sizes we would automatically pause that ad group so you can be quite flexible in how you use this it does require having a feed built out in relatively good order but there's also lots of cool full rules and functionality within search as 360 to help you to clean it up so there's rules to automatically trim or necessary punctuation converting convert terms into the right case fix singular and plural rules to make sure everything is consistent so if it doesn't have to be ideal but it does of course need to be and if up to date as full as possible as you would expect so yeah this allows you to kind of build campaigns that you you might plausibly be able to manually build out with manual keywords and output that you wouldn't really be able to keep up to date you want your campaigns to always be reflecting your latest offers and you don't want to have to go back and change your ad text every time a discount changes you might want to have ad text that are shouting it out about your free delivery but if you've got maybe a threshold for that free delivery you could set up a rule so you're only talking about the free delivery message if to search for a product that is over 50 pounds for example you might want to automatically pause once you only have if you only have less than say 6 of a certain item or six different Seco Watchers in stock the classic example would just be making sure that you've always got twice in there or the lowest available price for a particular range it also means you don't you don't have to worry about URL changes because all the URLs are going to be coming directly from that feed so it's kind of an additional burden off your mind that your urls are always going to be up-to-date so yeah it's a very flexible campaign type and it tends to work very well for both retail and travel clients depending on your exact needs let's just want to talk about a few of the integrations so with success 360 being a Google product as you might expect it naturally integrates with a lot of other Google products so the first one is data studio just in case anyone's not familiar with data studio this is Google's online reporting platform it allows you to build interactive reports and charts really easily without any coding experience and it naturally has integrations that allows you to integrate data from Google Analytics Google Ads Google sheets etc and also search has 360 so while there is some reporting functionality within search has to be 60 itself what we tend to find ourselves doing is actually building reports in data studio instead unifying data from you various advertising platforms that you've already got connected to such as 360 sometimes supplemented with additional data from analytics as well for example so this is just a way of surfacing kind of research that's 360 PPC data in in real time across all your accounts and also something I'm not mentioned deduplicated across those accounts so this this is it in itself at one advantage of search that's 360 so if you do have a what a sophisticated setup with either multiple Google accounts or Google and Bing accounts you want to make sure that you you're not in danger of recording the same conversion twice if someone should should click on ads that associated with multiple campaigns another integration would be Google Analytics 360 so anyone is using Google ads at present will be well aware that you can connect your Google ads and you Google Analytics accounts and that will allow you to view Google click metrics within a little built of view impression data costs data within analytics but it's pretty hard generally to view your Bing cost data or your Baidu impression data within analytics it might be possible but with a lot of dev works certainly there's nothing out of the box if you use in success 360 and Google Analytics 360 though all that is naturally serve surfaced just by linking the two accounts so as you can see in this example we've got a new reporting section which has all the different aspects of Google marketing platform and it's there's another way of unifying or your reporting if you if you've got your Google cost analysis it makes sense that you would also want to view your Bing costs in there and derived metrics such as the ROE us on being campaign so this is a really good way of doing it I will point out that this is available for Google Analytics to 360 rather than just that the standard Google Analytics and then finally so as I mention different search ads 360 it's for managing your search and your shopping PPC campaigns if you're also doing a lot of display activity then you might find yourself using display and video 360 which is one of the other products within the Google marketing platform stack another platform which I won't go into too much depth in because it could get quite technical is a campaign manager so what you might quite reasonably want to do if you've if you've got both search and display activities running is make sure that you do have visibility into the the wider user journey so you really want to have visibility on people that are viewing or clicking on your display activity on your display ads and you want to see how many of those have come back later and clicked on your PPC campaigns so campaign manager would allow us to again unify that reporting see those those more comprehensive user journeys you can kind of take this to additional levels and integrate some organic visibility as well I'm not going to go into that in any any any detail today but there's quite a lot you can do to make sure that you are factoring in all your different marketing activities and when you're setting up your attribution models you kind of get in all your or your activities consolidated within one place and again it's a way of deduplicating your tracking to make sure you're not counting the same things twice so just to really wrap up for today search ads 360 it's a great tool that we find really amplifies our paid search campaigns and it says it does that through a whole number of features not limited to what I've talked about today but the main advantage is we certainly see are the machine learning technology which is far in advance of what's available on really any of its competitors such as being on Baidu that machine learning technology powers the obviously the the bid the bid strategies which in themselves are actually really flexible and allows you to do quite a lot more that you wouldn't than you would be able to do in take Google Ads alone for some people I would think just the fact that you can consolidate all of your different platforms in one place and the efficiencies that that can drive that in itself I think can be reason enough to start using search has 360 and also I guess capitalizing on the on Google's technology to power your other campaigns and certainly for retail and travel clients the inventory management if the feed based campaigns are a really strong way of taking your campaigns to the next level and making sure you do have that comprehensive keyword coverage so that is it for today unless anyone has any questions I've just got a few yet which I'll just go through now so first off yeah I mentioned that you can import a lot of the search has 360 metrics and the cost data into Google Analytics 360 so yes someone's asked well what can you in point to the standard the free version of Google Analytics so you can still integrate the to account so you can you can connect to Google Analytics account to search has 360 account and that would allow you to still import any Google Analytics goals or Google Analytics transactions and revenue figures into search has 360 and incorporate those into your bid strategies you wouldn't be able to push in the other direction though you wouldn't be able to see the details of your you're being campaigns in Yahoo campaigns in analytics any more than you would normally see see your sessions in there you just wouldn't be able to see that the clicks and the costs for that you would need to get the premium Google Analytics 360 another question on how the the bidding strategies handle events such as Black Friday so it's a good question um because there are times when although Google is collecting a lot of data a lot of historical data on what's performing well there were times when actually you do know best you might actually know a little bit more than Google for example if you've got a sale coming up you might know that that's this this coming weekend is going to perform really well and you want your bidding strategy to react to that in advance really you don't want to wait until a few days into sale and then have the bidding strategy try and catch up so there's a few additional kind of tools that you can use there so if you are using those bridgette planning tools that i talked about then you can stretch search has 360 that you want to spend more on certain days or certain certain weeks or so just just for the weekend rather than having google try and balance pretty equally yeah you might want to wait it to as well certain days there's a seasonality adjustments feature if if you know that conversion rates really are going to shift significantly so ahead of Black Friday for example you can program that in so that the system can anticipate it and on the reverse side you can also exclude data from review so if you've just if you just had a flash sale over the weekend for example that might kind of artificially have raised your conversion rates for a couple of days but you don't necessarily want Google to be using that to assume that your performance for the next week it's going to be equally good so you might choose to blacklist those days the scrolls would be quite useful if you ever have an issue with your track and if it breaks for a few days you don't want that to ruin your data so you could exclude that from review as well and took one I think final question on of couple of final questions possibly got one on the challenges of having accounts that are across multiple platforms and yeah it does get a little bit technical here I suppose it one of the main challenges if you've got if you have got multiple Google multiple Bing and by do when Yahoo campaigns all hooked up then it gets a little bit complicated from the from the tracking side of things so the the main issue that we encounter is I did mention this row briefly earlier if you've got an analytic setup that is incorporating say a doctor at UK domain alikom domain then you can actually only link one of those analytics properties up to search as 360 it's not the end of the world it just means that you would put there was some circumstances where you have to default to use in the search as 360 innate floodlight tracking instead which depending on kind of your your dev queue can might involve a little bit of work and to set up and to validate and make sure that if it's in Clarion international campaign that currencies are being appropriately handled but floodlight is a pretty flexible system in itself so we find it works quite well for most of our clients needs jinan cost so it search has 360 something you pay additional cost for this is normal Google Ads yes the answer is yes it's not a straightforward pricing model it tends it works on a bit of a sliding scale it starts at a 2.5 percent of the search media spend search and shopping media spend so if you've got an account that is running a Google Ads account this includes search and shopping and display you would be charged two point five percent of the search and shopping costs but that's I suppose that's worst case scenario that that percentage does come down depending on how much spend you're putting through so yeah it would be two point five at the most but it comes down on a bit of a sliding a sliding scale as but if anyone's interested in knowing more about how costs might apply to them then please follow up with us directly after the webinar see it it does tend to be quite bespoke in terms of how it needs to be set up so would be glad to how it might go to talk you through how it might work for you and yeah I've got a question on whether the machine learning anyways with flat products without spikes which i think is a similar question to the one I've answered already so yeah we do have clients where traffic is unpredictable traffic being unpredictable in itself I don't think tends to cause too many problems it's more if conversion rates are quite spiky and yeah as I mentioned there are there are tools that you can use if you know in advance the conversion is likely to spike then yes that can be taken into account and after the effect you can also kind of take it into account in the in the form of the black the black listing options certainly we've used the Google search as three C's deep bidding strategies for many of our clients and is actually the primary motivation we find for getting new clients in search as we see is to take advantage of the the bidding software and we've had some really great successes in there we've seen we've had a few really strong case studies are over so while every client I suppose has its own quirks and challenges on the whole we find it to work really well and not seeing any more questions so I think we will wrap up there for today if anyone has any questions later later on then by all means give us a call or you've got our contact details so feel free to email us with any any additional questions otherwise we'll wrap it up there for the day thank you very much thank you for your time