The key difference in SA 360 has

 – Cross Engine Integrations

Google Ads, Microsoft Ads, etc. are all centralized into one advertiser account by the agency. Ad agency can publish ads from one centrailized account which makes it simple and powerul.

– Automation of Bidding Strategy

The robust feature allows to set minimum or maximum ROAS(Return On Ad Spend) and CPA(Average Cost Per Action) to handle bidding strategy. The Automation works on the selection of location, remarketing feature and other time constraint process in a short time.

– (DDA) Data Driven Attribution

A model is created for conversion credit through conversion path from the data analysis of campaigns. This model helps to give a clear picture on the clicks for each keywords and other features which leads to conversion.

– DoubleClick Search

Search Ads 360 (DoubleClick Search) uses URL redirection to track performance metrics for individual ads, keywords, and other items that can specify a landing page URL or a URL template. URL redirection is a standard Web technique that directs a click through one or more services or vendors before landing on a web page. Each service or vendor may add information to the URL, or it may use information in the URL to track activity.

– Flood Light Tags

Floodlight is the conversion tracking system for the Google Marketing Platform. In Google Ads (AdWords), conversion tracking is not as easily integrated with all the properties within Google Marketing Platform as Google Ads (AdWords) tags are specific to Google Ads (AdWords) unlike Floodlight Tags in Search Ads 360 (DoubleClick Search) which are designed to integrate seamlessly with all GMP properties.

–Budget Management

The budget management, handling structural changes, event triggered changes are all in a single platform, report on performance at scale or in granular level comes as a big advantage for the sa 360.