Google Search Ads 360 receives retail trading capabilities

Google has made an announcement regarding its efforts to enhance efficiency and scalability for self-service retail.

A closed beta version of Google Search Ads 360 has been launched for out-of-store retail campaigns, aiming to assist retailers and brands in achieving common objectives with customers, increasing product visibility, and ultimately boosting sales, according to the company.

The introduction of these new features was unveiled today within Search Ads 360:

• Google has incorporated external retail capabilities into Search Ads 360 to facilitate increased product sales for retailers and brands by leveraging unique retailer audiences combined with Google AI and scaling it across various channels.
• Furthermore, Google has established a private avenue for retail participants, allowing brands to utilize their third-party data for Performance Max campaigns based on SIA (Structured Information Attributes). Additionally, Google revealed its plans to conduct testing of features over the next few months, enabling brands to manage self-service campaigns while expanding the beta program to encompass a broader range of retailers worldwide.
• Augmented reporting functionality facilitates the evaluation of campaign success through precise feedback at the brand, campaign, or SKU level. This feedback mechanism enables brands to directly correlate advertising expenses with sales at the product level, empowering them to make adjustments to maximize profitability.
• In a significant development, Google has partnered with Lowe’s as an early beta collaborator. Lowe’s is launching its inaugural offline retail offering on Google Search and Shopping inventory using the current managed service model. Moreover, the company is collaborating with SA360 on the journey towards self-service for its brand partners in the foreseeable future.

The significance of these advancements cannot be overstated

If you find these features within Search Ads 360 beneficial for you or your clients, it is advisable to seek access to this closed beta. To obtain access or gather more information about participating in the SA360 beta, you can reach out to your Google account team.

It’s worth noting that this represents an early beta version, making it challenging to ascertain the exact timeline or certainty of a full-scale launch.

This article is available in Ukrainian.