Google is prompting Search marketers to update their management platform, with the older version of Search Ads 360 to be retired early next year. Google launched an updated version of Search Ads 360 last February, which included a range of extra management and measurement tools to improve your Search advertising process.

Come Upping

Now, Google has announced that the legacy version of the app is on the way out, which will require users to take action to continue managing their Search campaigns. According to Google:

“Most advertisers can now schedule their upgrades to the new Search Ads 360. Access to the previous Search Ads 360 is expected to remain available until early next year. Please note that support for some features may be gradually reduced in the previous Search Ads 360 throughout 2023 as we prepare to shut down that product next year.”

In this example, Google is now prompting advertisers with a recommended date for them to switch over to the updated Search ads experience. Google says that users can choose an alternative switch-over date, up until January 2024, with older versions of Search Ads 360 set to be up for permanent shutdown between February and April 2024.

To be clear, you don’t have to have Search Ads 360 to run a Search Ads campaign. The app was designed to better help those that are running a range of Search campaigns, across various other platforms. Users can run a basic Google Search Ads campaign, via the relevant search engines, but for agencies and those managing multiple campaigns, Search Ads 360 makes for a viable management platform.

The new Search Ads 360 also offers additional support functionality:

“For example, the new Search Ads 360 offers access to Google Ads features like auction insights and Discovery ads. We also heard your requests and added Floodlight measurement support on even more Google campaign types like Performance Max, a single campaign type to help you reach your ideal customer at scale. And we’ve added Microsoft Ads features like age and gender bid adjustments and final mobile URLs.”

There are also templates and an automated campaign builder option, while Google has also built in a range of new insights tools, along with improved billing processes, supplying users with a wealth of management controls.

The Wrap

If you happen to be running a lot of Search campaigns, it’s likely worth exploring your options, and considering whether or not you should upgrade to the new app’s new version. Of course, in general, Search Ads could also be disrupted by the rise of generative AI, but that idea is still quite a way off being a significant enough shift to de-prioritize Search Ads. Google says that in the next few months, all Search Ads 360 users will receive a notification of when they’re eligible to upgrade. Current 360 users can check their eligibility through the Experience Hub.

Sources

https://bit.ly/3A7obEn