Google
Google Search Ads 360

SA360 101

This course provides a comprehensive introduction to Search Ads 360 (SA360), Google’s powerful search management platform. It covers the fundamentals of search engine marketing (SEM), the SA360 platform, account structure, campaign setup, bidding strategies, reporting, and measurement. Participants will gain a solid understanding of how to manage search campaigns effectively within the SA360 environment.

Expected outcomes

Search Marketing Fundamentals: Grasp the core concepts of search advertising, including SEM, SEO, and the role of SA360.
SA360 Platform Proficiency: Navigate the SA360 interface, understand its hierarchy, and configure account settings.
Account Management: Create and manage advertisers, link search engines, and utilize advertiser-level features.
Engine Integration: Understand the relationship between SA360 and search engines (managing campaigns in-engine vs. SA360).
Campaign Creation and Management: Build search campaigns, including keyword research, ad creation, and best practices.
Bidding Strategies: Understand and apply various bidding strategies, including automated and auction-time bidding.
Performance Optimization: Utilize the Performance Center for campaign optimization, forecasting, and budget management.
Reporting and Analysis: Generate and analyze reports in SA360, including customization and data integrations.
Measurement and Attribution: Understand conversion tracking, attribution models, and privacy-safe solutions.

By the end of this course, participants will be able to confidently navigate the SA360 platform, create and manage search campaigns, implement effective bidding strategies, analyze performance data, and understand the integration between SA360 and search engines.

What's included?

Up to 9 hours of virtual instruction: Learn from an experienced practitioner in a live online environment.

Flexible scheduling: We’ll work with you to create a schedule that fits your needs.

Workshop: Reinforce your learning and apply new skills through hands-on workshops designed to simulate real-world scenarios.

Course recording: Receive a full recording of the training to review at your own pace.

Who's this for?

This introductory course is ideal for anyone who wants to gain a comprehensive understanding of Search Ads 360 and its role in managing search campaigns, particularly those with a foundation in Google Ads.

You’ll benefit most if you:

Have a working knowledge of Google Ads and want to expand your skillset to include SA360.
Are new to search or have limited experience with SA360.
Work in roles that involve campaign management, ad operations, or digital marketing analysis, with a focus on search advertising.
Want to learn how to effectively create, manage, and optimize search campaigns using SA360, building upon your existing Google Ads knowledge.

This course provides a solid foundation in SA360, enabling participants to confidently navigate the platform and utilize its key features for successful search campaign execution.

Prerequisites

It is highly recommended that attendees have a basic understanding of search engine marketing (SEM) concepts: This includes familiarity with keywords, ads, bidding, and basic search engine results pages (SERPs).

Working knowledge of Google Ads: Experience managing campaigns in Google Ads will be beneficial, as SA360 builds upon many of the core concepts and functionalities of Google Ads.

This prerequisite ensures that participants have a foundational understanding of search advertising principles before diving into the more advanced features and capabilities of SA360.