Create and manage social engine accounts

Best practice: create social and search engine accounts in the same advertiser

To take full advantage of using Search Ads 360 to report on social advertising, create social engine accounts in the same Search Ads 360 advertisers you use for search advertising. The following table compares Search Ads 360 features depending on where you create social engine accounts:

Feature

Social and search in the same
Search Ads 360 advertiser

Social and search in separate
Search Ads 360 advertisers

Cross-channel deduplication

Conversions are deduplicated across social and other channels

Conversions are deduplicated if both advertisers share the same Floodlight configuration

Cross-environment conversions

Social clicks and conversions in cross-environment conversions, along with paid search clicks and conversions

If both advertisers share the same Floodlight configuration, social clicks and conversions in cross-environment conversions,along with paid search clicks and conversions

Otherwise, cross-environment activity is limited to each advertiser

Data Driven Attribution

Search Ads 360 DDA models can include social and search data

Search Ads 360 DDA models only include a single channel (DDA models are created at the advertiser level)

Remarketing

You can set up search to social, social to search, social to display, and display to social remarketing

No search to social or social to search remarketing

Social to display and vice-versa is possible

Reporting in Search Ads 360

Advertiser reports include both search and social data

Advertiser level reporting views only include a single channel

Reporting in Campaign Manager 360

Advertiser reports include both search and social data

Advertiser level reporting views only include search or social data (plus display data)

Currency

Advertiser reports show social and search cost and revenue in the same currency

Each advertiser can specify its own currency


 
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