Commerce Media Networks (also known as “Retail Media Networks”) can help brands that primarily sell through retail partners to use retailer data for their advertising campaigns to connect with shoppers, boost product visibility, and increase sales. Search Ads 360 provides a range of Commerce media features for retailers and brands to set up, optimize, and report on commerce media campaigns.
What is Commerce media in Search Ads 360?
Using Search Ads 360, retailers who advertise offerings on behalf of brands on their websites can also share their data with those brands to advertise separately on different search engines. This allows for both a managed service model in which the retailer optimizes and reports on campaigns on behalf of brands, as well as a self-service approach for brands to set up, optimize, and report on their own campaigns.
Benefits of Commerce media in Search Ads 360
Commerce media in Search Ads 360 can help you reach more consumers outside the retailer website while continuing to capture product sales for the retailer and brand. This can improve your campaign’s performance by combining unique retailer audiences with Google’s AI and scale across different channels. Search Ads 360 provides a way for retailers to enable their brands to use first-party data in AI-powered Performance Max campaigns that protects the privacy of consumer data.
Privacy-centric approach to consumer data
Commerce media in Search Ads 360 allows retailers to share first-party audiences selectively with their brand partners in a privacy-centric way that protects user-level data. This helps you to reach high-intent shoppers with relevant ads while respecting consumer privacy. Shoppers will be directed to the product detail page of a retailer website where they can seamlessly add products to a cart for purchase.
Retailers will be able to share only the parts of their product inventory feeds that are relevant to a brand partner, so one brand can’t access inventory details such as stock levels or pricing for other brands. This also helps ensure that consumers view ads for in-stock products only, and helps brands to avoid ad spend on products that are out of stock. Retailers can selectively share sales and performance data for their brand partners, which can prevent a brand from viewing the retailer’s overall performance data. Retailers can maintain visibility with regard to their own campaigns and the campaigns of their brand manufacturer partners at all times.
Supported campaign types
In addition to Search and Performance Max campaigns, Search Ads 360 will be supporting additional campaign types including Microsoft campaigns. Additionally, more Commerce media features will be added to Search Ads 360 in order to improve campaign performance.
Self-service with improved reporting and streamlined campaign management
Search Ads 360’s Commerce media features help you to self-manage and scale your campaigns efficiently. SA360’s self-service model enables brands to measure success of their campaigns with accurate reporting at the brand, campaign, or stock-keeping unit (SKU) levels. This helps brands to identify connections between ad spend and sales at the individual product level and make changes according to the brand’s need.
Example
You may choose to promote certain SKUs in a separate campaign for your brand, or adjust return on ad spend (ROAS) targets for a set of SKUs. You can also choose to increase your ad spend in higher-performing channels to optimize campaigns and increase the campaign’s performance.