What data is shared from Search Ads 360 (SA360) to Google Ads to enable Google Ads auction-time bidding in SA360?

The data transmitted from Search Ads 360 (SA360) to Google Ads to support auction-time bidding in SA360 consists of conversion data.

• Search Ads 360 sends ad copy and targeting settings
• Search Ads 360 shares impression share metrics and user lists
• Search Ads 360 shares Floodlight conversion data and bid strategy goals
• Search Ads 360 sends keyword-level quality scores

Explanation:

To enable auction-time bidding in Google Ads through Search Ads 360, the platform shares Floodlight conversion data and bid strategy goals with Google Ads.
This ensures that Google Ads’ Smart Bidding can optimize based on the same goals and performance signals SA360 is using.
It creates a unified bidding strategy that reacts to user signals in real time during the ad auction.
Sharing these data points allows for precise and automated bid adjustments.