Search Ads 360 – Security & Privacy

Security, Data Privacy & Transparency with Search Ads 360

Security and data protection are fundamental to using Search Ads 360 (SA360) responsibly. Advertisers retain ownership of their data while Google offers transparent, defined terms for its processing. This page outlines the key principles, agreements, and practices that ensure compliance and security when using SA360.

Security, Data Privacy & Transparency with Search Ads 360

Data Privacy

Google prioritizes user data security, working closely with European Data Protection Authorities to implement robust privacy protections guided by their advice.

Security

Google has earned the globally recognized security standard ISO 27001 for its systems, technology, processes, and data centers across various products, including SA360.

Compliance

Comprehensive policies ensure regulatory compliance and safeguard the experience for advertisers, publishers, technology partners, and users.

Transparency

SA360 offers comprehensive reporting by merging data from multiple search engines, letting advertisers see consolidated metrics, campaign costs, and performance outcomes in a single interface, improving transparency across all sources.

Brand Safety

Brand safety starts with effective keyword targeting and the use of negative keyword lists. Advertisers can exclude specific words, phrases, or topics linked to unsafe content, helping prevent ads from appearing next to keywords or queries that conflict with their brand values.

Content Suitability Settings

SA360 offers content suitability filtering for display and video campaigns, letting advertisers exclude content categories, types, and inventory not compatible with brand guidelines. These can be customized or deployed out-of-the-box depending on advertiser needs.

Platform-Level Fraud Detection

SA360 benefits from Google's overarching ad platform security, which includes cookies and backend tools designed to authenticate users and prevent fraudulent activities during ad interactions. SA360 provides robust reporting that helps identify and track anomalous patterns, such as abnormal spikes in clicks or impressions, facilitating quicker detection of potentially fraudulent activity.

Sustainability

SA360 uses sophisticated bidding algorithms and real-time signals to maximize performance, minimizing wasted impressions. SA360’s approach to sustainability centers on removing excess or ineffective impressions through precise automation, reporting, and optimization, helping advertisers simultaneously meet performance and environmental objectives.

See what Search Ads 360 security & privacy features and approaches are in place:

Google Core Principles

Google’s approach to data protection is built on clear principles: Customers retain ownership of their data at all times, and Google processes it strictly within the scope of agreed terms. Customer data is never used to create ad profiles or enhance Google Ads products, nor is it ever sold to third parties. Transparency is central – Google provides clear information on how data is collected and used, in line with regulatory requirements such as GDPR. Security and data protection are fundamental to product design, with robust technologies in place to safeguard customer information across all services.

Compliance

Using Search Ads 360 requires strict adherence to compliance standards covering data privacy, user consent, and advertising policies. Advertisers must obtain and transmit valid user consent for personalized advertising, particularly for users in the European Economic Area, aligning with Google’s consent requirements. Campaigns must also comply with Google’s advertising policies, including rules on prohibited content and deceptive practices. Beyond platform policies, advertisers are responsible for meeting all relevant legal obligations such as the GDPR and other national data privacy laws. Transparency remains essential – clear privacy policies, user control over data, and responsible handling of personal information are core to operating compliantly in SA360.

Data Protection Agreement & SLA

Search Ads 360 is governed by both Data Processing Agreements (DPAs) and Service Level Agreements (SLAs), which collectively define the responsibilities around data protection and platform reliability. DPAs outline how personal data must be handled in accordance with laws like the GDPR, covering obligations for data security, subprocessors, international transfers, and user rights. These agreements ensure that data shared within SA360 is processed lawfully and transparently. SLAs, on the other hand, define Google’s service commitments, including platform availability, performance metrics, and remedies in case of service disruption. Together, these agreements form the foundation for compliant, secure, and dependable use of SA360 in enterprise environments.

International Data Transfer

International data transfers in Search Ads 360 refer to the transmission or accessibility of personal data beyond the European Economic Area (EEA), often to locations such as the United States. These transfers must comply with GDPR and require appropriate safeguards to ensure data remains protected. Where applicable, adequacy decisions issued by the European Commission enable lawful transfers without additional mechanisms. In SA360, international transfers may occur during the activation of first-party data. Standard practices – including the use of hashed identifiers, correct account setup, and Transfer Risk Assessments (TRAs) – are essential. Additional measures may include data processing agreements, contractual safeguards, and technical protections like encryption.

These companies use Search Ads 360 for search advertising and more:

Frequently Asked Questions

How does Search Ads 360 protect account access and user data?

Search Ads 360 provides robust security features, including options like Allowed Email Domains, so only users from pre-approved organizational domains can access the account. Admins can manage these settings to restrict user invitations and maintain secure account access.

What is consent mode and how does it work in Search Ads 360?

Consent mode allows you to adjust how Floodlight tags behave based on user consent for cookies and analytics. This means tags only operate for specific purposes when users have consented, ensuring compliance with privacy regulations.

What data does Search Ads 360 collect and how is it used?

SA360 collects conversion data using Floodlight tags, Google Click Identifiers (GCLID), and call tracking in pseudonymized form. The data is analyzed solely in a way that does not identify users, supporting campaign optimization and accurate attribution.

How does SA360 help prevent click or impression fraud?

SA360 benefits from Google’s backend fraud prevention systems, including automated invalid traffic detection and filtering for suspicious activity. It also provides integrations with third-party verification technologies to help monitor and reconcile fraudulent activity.