Google Search Ads 360 gains retail media capabilities

Google Search Ads 360 launched a closed beta for offsite retail media campaigns to help retailers and brands achieve common goals with shoppers, boost product visibility and increase sales, the search ad company told us.

Google announced these new features yesterday in Search Ads 360:

• Google added offsite retail media capabilities to Search Ads 360 to help retailers and brands sell more products together by combining unique retailer audiences with Google AI and scale across channels. 
• Google created a privacy-centric way for participating retailers to enable brands to use their first-party data to fuel AI-powered Performance Max campaigns. Google said it will also test test features that allow for self-service campaign management for brands and expand the beta to more retailers globally, over the upcoming months.
• Improved reporting where you can measure the success of “campaigns with accurate, closed-loop reporting at the brand, campaign or stock-keeping unit (SKU) level,” Google wrote. Google added, “Closed-loop reporting enables brands to directly tie ad spend to sales at the individual product level and make changes to maximize profit.”
• Google partnered with Lowe’s as an early beta partner. Lowe’s is launching its first offsite retail media offering on Google Search and Shopping inventory, using a managed service model today and partnering with SA360 on the journey toward self-service options for their brand partners in the future.

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Why we care. If these Search Ads 360 features are useful for you or your clients, then try to gain access to this closed beta. To do so or for more information about participating in the SA360 beta, contact your Google account team. This is an early beta, so it is hard to know when or if this will fully roll out.