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 |
Social and search in separate |
|---|---|---|
|
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 |