Add or create an advertiser

Each advertiser in Search Ads 360 is linked to an advertiser in Campaign Manager. If the advertiser doesn't exist in your Campaign Manager account, you will need to create the advertiser first. Note that each Campaign Manager advertiser in your Campaign Manager account can be linked to only one Search Ads 360 advertiser. Learn more about the  one-to-one relationship between Search Ads 360 and Campaign Manager.

Special permissions required

To create an advertiser in Search Ads 360, your Google account needs all of the following permissions:

  • In Search Ads 360, you need agency manager permissions.
  • In Campaign Manager, your user profile needs the Agency Admin role.
    Google accounts with multiple user profiles in Campaign Manager are not supported in Search Ads 360.If your Google account has been granted multiple user profiles in Campaign Manager, you won't be able to create an advertiser in Search Ads 360, even if your Campaign Manager profiles have the correct roles.

Create an advertiser in Campaign Manager

If an advertiser hasn’t already been created in Campaign Manager, an agency manager who also has Agency Admin permissions in Campaign Manager can create an advertiser and then add the advertiser in Search Ads 360.

  1. In Search Ads 360, navigate to an agency.

    Steps for navigating to an agency
    1. Click ▼ at the end of the navigation bar to display navigation options.

    2. In the Agency list, click on an agency. You can search for an agency by name or scroll through the list.

    3. Click Apply or press the Enter key.

    Search Ads 360 displays the agency page.

  2. Above the reporting table, click +Add.
  3. Under Campaign Manager Advertiser, click Select advertiser ▼.
  4. Click New Campaign Manager Advertiser.
  5. Sign in to Campaign Manager (only Agency Admins in Campaign Manager can create advertisers).
  6. In the navigation bar, click Advertisers, and then select New.
  7. Enter a name for the Advertiser, and specify the settings that you want.
  8. Click Save.
  9. Complete the steps to add an advertiser in Search Ads 360.

Add an advertiser in Search Ads 360

When you add a Campaign Manager advertiser to Search Ads 360, you are linking the Campaign Manager and Search Ads 360 advertiser. Settings such as advertiser name and currency match the Campaign Manager settings. You can change both settings, but we recommend using the same currency as the Campaign Manager advertiser. Learn more about the currency setting later in this article.

Once you link a Search Ads 360 advertiser to a Campaign Manager advertiser, you can’t change the currency setting or completely break the link. If you do need to change the link between a Campaign Manager advertiser and Search Ads 360 advertiser, contact customer support who will help you find an alternative solution.

To add an advertiser in Search Ads 360, the advertiser should already have been created in Campaign Manager.
  1. In Search Ads 360, navigate to an agency.

    Steps for navigating to an agency
    1. Click ▼ at the end of the navigation bar to display navigation options.

    2. In the Agency list, click on an agency. You can search for an agency by name or scroll through the list.

    3. Click Apply or press the Enter key.

    Search Ads 360 displays the agency page.

  2. Above the reporting table, click +Add.
  3. Under Campaign Manager Advertiser, click Select advertiser ▼.
  4. Click the name of the advertiser.

    Can't find the Campaign Manager advertiser you're looking for? See a list of possible reasons.
  5. Optional. Under Advertiser name, type a name for the advertiser in Search Ads 360.
  6. Under Currency, the same currency as the Campaign Manager advertiser is automatically selected.

    Once you save the currency setting, you can’t change it. Learn more about using the same currency setting as the Campaign Manager advertiser.
  7. Under Conversions API, toggle the switch to On to upload and report on conversions from other systems in Search Ads 360.
  8. If the advertiser uses Google Analytics tags to track conversions on a web property, under Google Analytics support, toggle the switch to on to link a Google Analytics account.
  9. By default, Google sales and support representatives are granted read-only access to your Google Ads-related data in Search Ads 360 so they can provide tips and advice on analyzing the data and improving the configuration of your Google Ads accounts. This access includes data that is associated with your Google Ads accounts, such as Google Analytics conversions and third-party data.

    If you don't want to provide this access, turn off data sharing. This will not affect your Google Marketing Platform sales and support representatives, who will still have access to help you manage your Search Ads 360 account.

    Learn more about about sharing Google Ads data with Google representatives.
  10. Click Save.

Once you link a Search Ads 360 advertiser to a Campaign Manager advertiser, create Search Ads 360 engine accounts, and traffic data out to the engines, you cannot completely break the link. If you do need to change the link between a Campaign Manager advertiser and Search Ads 360 advertiser, contact customer support who will help you find an alternative solution.

Frequently asked questions

What happens if the Search Ads 360 advertiser currency is different from Campaign Manager?

When you add an advertiser in Search Ads 360, the default currency selection is the same currency as the related Campaign Manager advertiser (which ultimately is set in the Campaign Manager account). We recommend you keep this currency selection.

If you specify a different currency for the Search Ads 360 advertiser, Campaign Manager reports will be in the Campaign Manager account’s currency, while Search Ads 360​ reports at the advertiser level will be in a different currency. (Search Ads 360 reports at the engine account level and lower will be in the engine account's currency.)

Currency best practice

If you want Campaign Manager reports to match Search Ads 360 reports, keep everything in a single currency. For example, if you track revenue in both USD and CAD, create separate Campaign Manager advertisers, Search Ads 360 advertisers, and Search Ads 360 engine accounts for each currency.

This will make it easier to analyze and compare your reporting data at all levels.

Learn more about currencies in Search Ads 360.

Why don't I see the advertiser I'm looking for?

There are a few reasons why you might not see an advertiser in Search Ads 360 or Campaign Manager.

  • The advertiser hasn’t been created in Campaign Manager.
  • You don’t have access permissions for the advertiser account in Campaign Manager.
  • A filter in your Campaign Manager user profile prevents you from accessing the advertiser.
  • The Campaign Manager advertiser is already linked to a different Search Ads 360 advertiser.
  • Your Google account has been granted multiple user profiles in Campaign Manager. Google accounts with multiple user profiles in Campaign Manager are not supported in Search Ads 360.

Next steps

Once the advertiser is created, a Search Ads 360 user with agency manager or advertiser manager permissions can add engine accounts in Search Ads 360.

You can also:

  • Enable the Conversions API to upload conversions that occur offline such as phone calls or store visits.
  • Enable integrations with other conversion tracking systems, such as Google Analytics.

Each advertiser in Search Ads 360 is linked to an advertiser in Campaign Manager. If the advertiser doesn't exist in your Campaign Manager account, you will need to create the advertiser first. Note that each Campaign Manager advertiser in your Campaign Manager account can be linked to only one Search Ads 360 advertiser. Learn more about the  one-to-one relationship between Search Ads 360 and Campaign Manager.

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