Google Ads features in Search Ads 360

The following lists the Google Ads features that Search Ads 360 supports, unsupported features, and any available workarounds.

Supported Google Ads features

Campaigns

• Manual campaigns. See supported campaign settings
• Shopping campaigns
• Smart shopping campaigns
• App campaigns (reporting only)
• Performance Max campaigns (reporting only)
• Discovery campaigns (reporting only)
• Shared budgets for campaigns in budget bid strategies with auction-time bidding enabled
  "Reporting only" indicates that data and metrics are synced into Search Ads 360. You can only view the information in Search Ads 360. You can't update the information or include reporting only campaigns in budget groups.

Ad groups

• See supported ad group settings
• Dynamic ad groups

Ads

• Expanded text ads and standard text ads. See supported text ad settings

  Soon, you’ll no longer be able to create or edit expanded text ads in your Google Ads, Microsoft Advertising, and Yahoo! Japan Ads campaigns. The engines will continue to serve expanded text ads, and you'll still see reports on their performance going forward.

  We strongly encourage you to transition to responsive search ads in your campaigns and ad builder and inventory management templates.

  • Learn more about this change to expanded text ads in the Google Ads Help Center. 
  • Learn more about this change to expanded text ads in the Microsoft Advertising Blog.
  • Learn more about this change to expanded text ads in the Yahoo! Japan Ads Help Center.
  • Learn more about this change to ad builder and inventory management templates in the Search Ads 360 Help Center.
  • Ad customizers
  • Text parameters
  • Final URL (Desktop only. Set device preference to Mobile instead specifying a Final mobile URL.)
  • Automatic ad suggestions (reporting only)
• Call-only ads
• Dynamic search ads
• Responsive search ads
• Shopping ads
• Showcase Shopping ads
• Dynamic keyword insertion
• IF functions:  You can include IF functions in Google Ads ad copy. When you create ads in Search Ads 360, Search Ads 360 does not check if the final ad copy will be within character limits. However, when Search Ads 360 traffics the ad Google Ads checks each possible variation of ad copy against character limits. If any variation goes over the limit, Google Ads reports an error, and you'll see a trafficking error in Search Ads 360. 

Keywords

• See supported keyword settings
• Device-specific landing pages
• Final URL (Desktop only. Use ifmobile/ifnotmobile URL parameters instead of Final mobile URL.)
• Excluded keywords: See Negative keywords

URL management

• Tracking templates at all levels in an account
• Custom parameters
• Parallel tracking

Targeting and bid adjustments

• Search, Search partners, and Display Network targeting
• Geographic targeting and bid adjustments (ZIP codes for some countries, cities, metro areas, states/provinces, and countries/regions)
• Language targeting
• Device bid adjustments: Mobile, tablet, and desktop bid adjustments
• Proximity targets and bid adjustments
• Radius targets and bid adjustments for Google Ads location extensions 
• Remarketing lists for search ads (RLSA) and bid adjustments 
• Demographic targeting: Age and gender targets and bid adjustments  (ad groups only)
• Using custom labels that are applied to page feeds to target Dynamic search ads
• Using a feed to target Dynamic search ads

Extensions

• App
• Call
• Callout
• Location
• Sitelink

Bid automation

• Apply a Search Ads 360 bid strategy in campaign settings.
  As of April 2020, Search Ads 360 bid strategies can only be applied to campaigns. Previously, you could apply Search Ads 360 bid strategies to ad groups, keywords, and product groups.
• Google Ads portfolio and standard bidding strategies and Enhanced CPC feature: 
  • Maximize Clicks
  • Target CPA 
  • Target ROAS
  • Target Search Page Location
  You shouldn't use Google Ads portfolio bid strategies and Search Ads 360 bid strategies together.

Reporting

• Google Ads conversions
  • Cross-device, cross-browser, and other types of conversions
  • Store visits
  • Conversions imported from Salesforce^®
• Some Google Ads metrics including First page bids, Impression share and Top of page bids. See the Reporting columns article for a more complete list of supported metrics.
• Display Reporting:

  You can use Search Ads 360 to create, manage, and report on Google Ads campaigns that target the Google Display Network. In addition to reporting on keywords and text ads in display campaigns, you can also set up Search Ads 360 to report on placements, audiences (interests and remarketing), and any other type of targeting item or ad that can specify its own final URL and tracking template.

 

Unsupported Google Ads features

Engine accounts

• Automated rules
• Manager account-level tagging and tracking
• Account alerts

Campaigns

• TrueView video campaigns
• Custom ad scheduling
• Frequency capping for Display
• IP exclusions
• Shared budgets: Search Ads 360 will sync in shared budget values. However, the campaigns that share the budget will each display the total budget in the Daily Budget field. Also, if you edit the Daily Budget field in Search Ads 360 for one of the shared campaigns, that will become the new shared budget for all the campaigns in Google Ads. However, in Search Ads 360, the displayed daily budgets of the other campaigns will not be updated until you run a sync. For example:
  1. In Google Ads, Campaign 1 and Campaign 2 have a shared budget of $100.
  2. In Search Ads 360, you run a sync.
  3. In Search Ads 360, the Daily Budget field displays a value of $100 for each of Campaign 1 and Campaign 2. In reality, they are sharing a pooled budget of $100.
  4. In Search Ads 360, you change the Daily Budget of Campaign 1 to $150. In Google Ads, $150 becomes the new shared budget for Campaign 1 and Campaign 2. The Daily Budget is still displayed as $100 for Campaign 2 in Search Ads 360.
  5. In Search Ads 360, you run a sync.
  6. In Search Ads 360, the Daily Budget value for Campaign 2 is updated to $150.
  You can add the Shared budget column to a report to identify campaigns that use shared budgets.
• Drafts and experiments cannot be created from Search Ads 360. If you create a draft in Google Ads, changes you make to the draft do not appear in Search Ads 360 until you apply the draft and sync in the change. If you create an experiment in Google Ads and sync your account with Search Ads 360, the experiment will appear in Search Ads 360 as a new campaign. Learn more about how Google Ads drafts and experiments interact with Search Ads 360.
• Local campaigns
• Performance Max campaigns
• Discovery campaigns

Ads

• Image ads
• Video ads such as TrueView
• Click-to-Play Ads
• YouTube Promoted Videos: Click here for workaround.
• GMail ads: Click here for workaround.
• Longer text ads. Google Ads supports longer standard text ads when targeting certain countries. 
• Final mobile URL (Use ifmobile/ifnotmobile URL parameters instead.)
• Expanded format for Dynamic search ads with 90-character limit 
• Experimental Ads
• Hotel Ads
• Version history. Search Ads 360 only shows the current version of an ad's ad copy and other settings. While you can't select a version of an ad in a Search Ads 360 report, you can adjust the report time range to view metrics for a specific range of dates, and compare that performance to another range of dates.

Keywords

• Final mobile URL (Use ifmobile/ifnotmobile URL parameters instead.)
  If you create Final Mobile URLs in Google Ads, Google Ads uses the Final Mobile URL for mobile devices even if the landing page URL contains {ifmobile} parameters. Search Ads 360 can sync ads, keywords, or other items with a Final Mobile URL but cannot manage or display the Final Mobile URL. Clicks on Final Mobile URLs are included in Search Ads 360 reports, and device segments and dimensions correctly attribute mobile traffic to mobile devices.
• Multiple final URLs 

Targeting

• Audience and placement targeting: Click here for workaround
• Demographic targeting: Parental status, household income

Extensions

• Review extensions
• Structured snippet extensions
• Consumer ratings annotations
• Seller rating annotations
• Ad extensions that you upload from an Google Ads business data feed. Search Ads 360 does support ad extensions that Google Ads adds to your business data. For example, sitelinks that you create in Search Ads 360 or Google Ads will appear in the "Main sitelink feed" and are supported by Search Ads 360. Sitelinks that you upload through a separate business data feed are not visible in Search Ads 360.
• Price extensions
• Message extensions
• Promotion extensions

Bid automation

• Some Google Ads portfolio and standard bid strategies such as Target Outranking Share.

Reporting

• Reporting at the keyword level:
  • "All conversions" (supported at the ad group level or higher)
• Attribution reports
• Quality score: 
  • Daily history (Quality score (current) column in Search Ads 360 cannot be segmented by date) 
  • Component scores, such as ad relevance, expected CTR, and landing page experience
  This isn't a complete list of unsupported metrics.
  For a list of supported metrics, see the Reporting columns article.
• Labels that you apply in Google Ads do not appear in Search Ads 360.
  Use Search Ads 360 labels or business data for Search Ads 360 reports and Google Ads labels for reporting within Google Ads. 

Next steps

Create a Google Ads engine account in Search Ads 360.