SA360 — What's New
Help Center
Infrastructure
TECHNICAL WRITER II
VALUE DELIVERED
REDUCTION
MIGRATED
DEPLOYED
FIRST MAJOR PLATFORM REDESIGN IN A DECADE, 3M+ ADVERTISERS, 90-DAY MIGRATION WINDOW
Search Ads 360 (new experience) represented the platform's first major upgrade in a decade. The redesigned interface required 3M+ advertisers across 51 markets to transition within a 90-day window. Advertisers who missed the deadline risked campaign disruption.
No framework existed to communicate what had changed, what was equivalent, and what required a new workflow. Feature names had changed (Agency became Manager account, Advertiser became Sub-manager account, Engine account became Client account), navigation had been restructured, and new constructs like the Experience Hub had no legacy equivalent. Without a documentation architecture built for this complexity, the migration would generate support escalations, negative feedback, and advertiser churn at scale.
A HELP CENTER INFRASTRUCTURE DESIGNED AROUND BEHAVIORAL INTENT
Led global content strategy for the Search Ads 360 (new experience) migration. Instead of publishing a flat changelog, I built the help center around behavioral intent: where advertisers would encounter friction, what questions they would ask before escalating, and which content format (comparison guide, FAQ, onboarding capsule, UI tooltip) would reduce cognitive load at each touchpoint.
The content architecture consolidated six fragmented stub articles into a single authoritative orientation guide. A numbered UI reference system (elements 1-16) became a reusable content module adopted across 12 subsequent SA360 articles. Terminology governance standardized the naming convention changes across 40+ articles in the help center catalog.
ANALYZE // ARCHITECT // AUTHOR // REVIEW // DEPLOY ACROSS 51 MARKETS
The engagement covered the full content lifecycle from behavioral analysis through 51-market deployment.
- Behavioral Analysis — Support Log & Analytics Mining Analyzed support-log patterns and behavioral analytics from the legacy SA360 platform to identify the highest-volume confusion points before the migration launched. Mapped these to content gaps in the existing help center.
- Information Architecture — Modular Content System Designed a modular content system with layered depth: quick summary for time-pressured advertisers, detailed technical guidance beneath. Consolidated six disconnected stub articles into a single authoritative UI navigation guide. Built a numbered reference system (elements 1-16) that became a reusable template across the SA360 documentation catalog.
- Content Authoring — Context-Sensitive Guidance Authored the foundational orientation article for the new SA360 experience, including terminology alignment documentation, content type classification (Conceptual, How-to / Tutorial, Reference, Hybrid), and anticipatory troubleshooting pathways that converted high-volume escalations into self-service resolutions.
- SME & Legal Review — Multi-Stage Approval Pipeline Orchestrated SME review cycles across engineering, product, and UX leads with two review rounds per article. Routed localized content through Google's legal review queue for regulatory compliance, particularly for Yahoo! Japan and Baidu markets.
- 51-Market Deployment — Single-Source L10N Model Structured content in a single-source model that enabled the L10N team to work from one canonical source rather than six fragmented stubs. Coordinated final publication with the SA360 product launch timeline using version-controlled staging and a content readiness checklist.
$28M IN OPERATIONAL VALUE, 25% NEGATIVE FEEDBACK REDUCTION, 51-MARKET DEPLOYMENT¹
The help center infrastructure supported the global rollout without requiring dedicated in-market writers. The content architecture became the reference model for Google's subsequent platform migration documentation frameworks. The terminology governance I established in this project set the naming standard for the entire SA360 help content catalog going forward.
SA360 UI NAVIGATION — HELP CENTER ARTICLE
Toggle between Article View and Content Strategy View to see both the published help center article and the editorial rationale behind every IA decision, content type classification, and terminology alignment choice. The Content Strategy View reveals annotations on section sequencing, UX writing microcopy decisions, and the reusable content architecture that scaled across the SA360 catalog.