Google's Search Ads 360 to integrate Retail Media

Google today announced the latest update to its Search Ads 360 (SA360) platform, adding support for retail media.

Google SA360
Google SA360

Google today announced the latest update to its Search Ads 360 (SA360) platform, adding support for retail media. The addition of offsite retail media capabilities introduces tools for targeting and performance optimization, benefiting both brands and retailers seeking to increase product sales.

Offsite retail media enables brands to place ads for their products in unique spaces outside a retailer's own website, while still driving purchases back to the retailer. This expands reach and allows brands to leverage retailer data for better targeting.

"Retail media is growing rapidly because of the benefits it provides both retailers and brands. Brands that primarily sell through retail partners are increasingly interested in using retailer data to power their advertising campaigns, especially as third-party cookies become obsolete." wrote Ewan Fisher, Product Manager, SA360, at Google.

Key Benefits for Retailers and Brands

  • Enhanced Privacy: Retailers can now selectively share shopper data with brands without compromising user privacy, prioritizing shopper trust.
  • Streamlined Workflow: The shift towards a self-service model in SA360 promises greater efficiency and scalability for all parties.
  • Increased Transparency: Brands will gain more control over campaigns and enjoy detailed, closed-loop reporting, leading to better investment decisions.
  • Centralized Management: The ability to manage campaigns from multiple retailers in one place is a huge time-saver, especially for agencies.

Lowe's Among Early Adopters

Home improvement giant Lowe's is partnering with Google as an early beta tester, launching their first offsite retail media offering across Google Search and Shopping. For further information on participating in the SA360 beta, Google encourages businesses to contact their account team.

Google's commitment to refining its retail media solutions suggests a future of more efficient and privacy-conscious advertising within the retail sector. As the offsite retail media features expand within SA360, look for increased performance across campaigns and exciting new opportunities for collaboration between retailers and brands.

What is Google SA360?

Google SA360, or Search Ads 360, is a search marketing platform designed for large advertisers and agencies to streamline and optimize their campaigns across multiple search engines and channels. Here's a breakdown of its key features and benefits:

Key Features

  • Unified Campaign Management: Manage campaigns across major search engines like Google, Bing, Yahoo, Baidu, and more from a single centralized interface.
  • Cross-Channel Integration: Connect search marketing with other Google Marketing Platform products like Display & Video 360, Campaign Manager 360, and Google Analytics for holistic insights and reporting.
  • Automated Bidding: Take advantage of Google's advanced machine learning algorithms to automatically adjust your bids based on real-time performance data for improved ROI.
  • Powerful Reporting: Analyze campaign performance with customizable reports, dashboards, and visualizations.
  • Inventory Management: Manage and track your product inventory across multiple retailers and channels.
  • Budget Management: Optimize budgets across different campaigns and search engines.
  • Workflow Enhancements: Collaborate effortlessly with team members and streamline workflows with advanced management tools.

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