{"id":627715,"date":"2024-07-15T15:00:00","date_gmt":"2024-07-15T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/"},"modified":"2024-07-15T15:00:00","modified_gmt":"2024-07-15T12:00:00","slug":"the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/","title":{"rendered":"#The B2B releases I wish we\u2019d gotten at Google Marketing Live"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a407f09ba8cb\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a407f09ba8cb\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#What_B2B_advertisers_need_to_know_about_new_features_missed_opportunities_and_shifting_control_in_paid_search\" >What B2B advertisers need to know about new features, missed opportunities and shifting control in paid search.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#What_I_wish_wed_heard_from_Google_at_GML\" >What I wish we\u2019d heard from Google at GML<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#More_match_type_control\" >More match type control<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#More_ways_to_train_the_algorithm_for_B2B\" >More ways to train the algorithm for B2B<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#A_GML_update_Im_excited_to_test_%E2%80%93_with_a_qualifier\" >A GML update I\u2019m excited to test \u2013 with a qualifier<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#Achievable_lookalike_audience_size_requirements\" >Achievable lookalike audience size requirements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#A_smarter_bidding_option\" >A smarter bidding option?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/the-b2b-releases-i-wish-wed-gotten-at-google-marketing-live\/#Google_Marketing_Live_New_tools_missed_opportunities\" >Google Marketing Live: New tools, missed opportunities<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"What_B2B_advertisers_need_to_know_about_new_features_missed_opportunities_and_shifting_control_in_paid_search\"><\/span>What B2B advertisers need to know about new features, missed opportunities and shifting control in paid search.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nMarketers barely had a chance to process the product releases from Google Marketing Live (GML) in May before the Google algorithm leak took over the airwaves. But here in paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> land, I\u2019ve been chewing on what we learned on the advertising front.<\/p>\n<p>Like other GMLs in recent years, this one was short on B2B-focused updates and pointed toward more Google control and less for advertisers. The <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> wasn\u2019t all bad, but it definitely left me wanting more.\u00a0<\/p>\n<p>In this article, I\u2019ll break down:<\/p>\n<ul>\n<li>What I wish we\u2019d heard from Google at GML.<\/li>\n<li>An update I\u2019m actually excited to test \u2013 with a qualifier.<\/li>\n<li>A good audience update.<\/li>\n<li>An intriguing new bidding option.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-i-wish-we-d-heard-from-google-at-gml\"><span class=\"ez-toc-section\" id=\"What_I_wish_wed_heard_from_Google_at_GML\"><\/span>What I wish we\u2019d heard from Google at GML<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-more-match-type-control\"><span class=\"ez-toc-section\" id=\"More_match_type_control\"><\/span>More match type control<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The part of GML that sticks in my mind the most as representative of the shift from the old Google Search (where advertisers had control) to the new Google Search (where Google is insisting we just trust them and their mystery algorithms) was Google\u2019s <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to longer-tail searches \u2013 a.k.a. \u201cExactly what I want\u201d searches.<\/p>\n<p>Per Google, the volume of those searches (which tally five or more words) is growing.\u00a0<\/p>\n<p>You would think that fulfilling \u201cExactly what I want\u201d would be better suited for advertisers who live and breathe their products and the way they serve their users. <\/p>\n<p>In other words, that nomenclature pointed fairly clearly to a need for exact-match control and for simply serving those keywords instead of tagging them for low search volume.<\/p>\n<p>Google went the other way: they made the case for using Performance Max and broad match, which is not a promising solution for helping advertisers serve users \u201cexactly what they want.\u201d<\/p>\n<p>For advertisers, that setup presents another challenge. Historically, ad placements have depended on ad rank (influenced by Quality Score) and bidding. <\/p>\n<p>However, the emphasis on broad match for long-tail keywords is leading to poor QS and with Google keeping control, we have no way to test and find more relevance. <\/p>\n<p>That means part of the ad placement formula is compromised and the only recourse we have to place higher is bidding higher, which is bad for us and good for Google\u2019s revenue.<\/p>\n<p>Overall, B2B advertisers need to be able to use exact match without super-high costs to build effective campaigns because Google simply isn\u2019t good at understanding the intent of B2B searches. When they\u2019re super-loose with matching, it\u2019s usually wrong.\u00a0<\/p>\n<p><strong><em>Dig deeper: What Google\u2019s query matching update means for future PPC campaigns<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-more-ways-to-train-the-algorithm-for-b2b\"><span class=\"ez-toc-section\" id=\"More_ways_to_train_the_algorithm_for_B2B\"><\/span>More ways to train the algorithm for B2B<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I did not expect this to happen at GML 2024, but it would be extremely helpful to be able to feed negative signals to the algorithm for B2B campaigns at some point.<\/p>\n<p>If we could tell the algo, for instance, that leads had insufficient budget or were from companies too small to qualify, we could potentially fine-tune lead quality. <\/p>\n<p>We can do this to an extent using offline conversion tracking and Enhanced Conversions, but the ability to feed negative signals would be a great complement.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-gml-update-i-m-excited-to-test-with-a-qualifier\"><span class=\"ez-toc-section\" id=\"A_GML_update_Im_excited_to_test_%E2%80%93_with_a_qualifier\"><\/span>A GML update I\u2019m excited to test \u2013 with a qualifier<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI was the dominant theme of GML, and there were a few cool-sounding AI features. I\u2019m most excited about the ability to use AI to produce videos. <\/p>\n<p>In Product Studio, you can upload an image and get AI-generated videos to test. These can be good fuel for demand generation campaigns, particularly for companies without the resources to create video content on their own.<\/p>\n<p>That said, the ability to produce more creative would be more powerful if we also had the ability to understand which creative and messaging moves the needle. At this point, Google\u2019s not providing the reporting nuance to surface those insights.\u00a0<\/p>\n<p>Most people I know understand that humans have creative capabilities that AI doesn\u2019t, but it\u2019s hard to prove that without data showing how a human-conceived ad stacks up against something Google\u2019s AI spits out. And it\u2019s also impossible to iterate on winning themes if you\u2019re not sure what\u2019s winning.<\/p>\n<p>One last note: I wish Google would focus on providing more resources to help folks learn how to use those tools. The way things are going with past and rumored layoffs, though, I\u2019m guessing any resources coming our way will be self-serve.<\/p>\n<p><strong><em>Dig deeper: Generative AI\u2019s role in shaping the future of advertising<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-achievable-lookalike-audience-size-requirements\"><span class=\"ez-toc-section\" id=\"Achievable_lookalike_audience_size_requirements\"><\/span>Achievable lookalike audience size requirements<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most positive B2B updates, full stop, was Google lowering seed list requirements from 1,000 to 100. <\/p>\n<p>Especially for B2B, where data density can be a challenge, this update lets more companies in earlier growth stages test the lookalike functionality \u2013 which is potentially a significant boost for getting pipeline traction.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-smarter-bidding-option\"><span class=\"ez-toc-section\" id=\"A_smarter_bidding_option\"><\/span>A smarter bidding option?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s \u201coptimize for profit\u201d setting is especially intriguing for companies looking to shore up their bottom line (which is pretty much everyone these days). <\/p>\n<p>Google would be smart to expect a little resistance from advertisers trusting them with business data (given all the poor PR Google\u2019s earned lately), but I think people should be open to testing it.<\/p>\n<p>Since you can switch between ROAS and profit, advertisers should be able to adjust as business goals shift; for agencies, it\u2019s a matter of making sure you\u2019re aligned with the client\u2019s top priorities. <\/p>\n<p>In short, I\u2019m intrigued \u2013 and will be looking to test this for relevant clients.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-google-marketing-live-new-tools-missed-opportunities\"><span class=\"ez-toc-section\" id=\"Google_Marketing_Live_New_tools_missed_opportunities\"><\/span>Google Marketing Live: New tools, missed opportunities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019m guessing May 2024 will be seen, in retrospect, as a bit of a watershed month for Google, given the release of AI Overviews and the algorithm leak. <\/p>\n<p>Those two topics and the specter of the antitrust trial decision are definitely weightier than any product releases on the advertising front. <\/p>\n<p>On the B2B acquisition side, we\u2019re still hoping to get some bones thrown our way, but it\u2019s starting to feel a little futile to hold our breath.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Laura Schiele\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Laura-Schiele.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Laura-Schiele.jpeg.webp\" alt=\"Laura Schiele\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Laura Schiele<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/laura-schiele\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Laura Schiele, Head of Paid Acquisition at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, has nearly a decade of experience in paid media strategy and execution in both agency and in-house accounts and uses advanced analytics skills to scale growth within efficiency goals across Google, LinkedIn, Facebook, and more. Laura manages a large team of paid media experts remotely from her home in Burlington, VT.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/b2b-releases-wish-google-marketing-live-444091\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What B2B advertisers need to know about new features, missed opportunities and shifting control in paid search. Marketers barely had a chance to process the product releases from Google Marketing Live (GML) in May before the Google algorithm leak took over the airwaves. But here in paid media land, I\u2019ve been chewing on what we&#8230;<\/p>\n","protected":false},"author":1,"featured_media":627716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/The-B2B-releases-I-wish-wed-gotten-at-Google-Marketing-Live-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-627715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/627715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=627715"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/627715\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/627716"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=627715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=627715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=627715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}