EP225 - Google's Search On 22 Announcements & What It Means for PPC”

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taken us on a very like, yeah. One of those topics based on a chat webinar that happened by Google and new announcement that happened by Google last week. And this we're going to be talking about Google's search on 2022 announcement and what it means for PPC or is it Google search on 22, announcements. 22 announcements. I'm going to guess his threat. I need two announcements and what it means for PPC. Yeah. Blessed Jenny who's actually is on of Google. She tried to get me to join like a Roundtable with. I'm sure some other amazing experts but it was the day before my TPC live UK event, which happened to the 29th, which went amazingly like blow my mind, successful just blow my mind.

0:53 Well so it was went so well. So I'm glad that I saved up my energy to be able to be ready to Receive all that, the other amazing audience members over 100 of them last week. So, that was a really nice but that means. Yeah, unfortunately, I couldn't make any of the real chats. I started listening to the Google search on 22 announcement at that was like, early in the evening. And yeah, it was interesting to hear a lot of things about retail and image search. Image surgeons was featured. A lot of it is the one I found. Very interesting. But anyway, we are going to talk about that our thoughts about It? What we took out of it? What we're nervous about what we're excited for?

1:35 So yeah, hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat round up a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m. GMT. I'm your host, a new, and I'm recording from my studio here in London, UK, and use this platform to share, not just expert, but also my ideas and considered best practices about paid media. The direction the digital industry is going in. So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the Cause that has been called you'll go to even if you don't make it to the PPC chat live discussions and even if you do then like follow Shen retweet on that, try Twitter with with my handle the marketing, a new or join us in our LinkedIn Group which is the PBC chat Roundup podcast, or if you're on Instagram, why don't you check us out at PBC chat underscore Round Up to get quotes and Snippets from previous episodes. So, yeah, we have Julie Puccini taken us on a very timely topic, as I I said last week there was a webinar that was run by Google topic.

2:46 Today is Google search on 22 announcement in what he needs or PPC. That's what we're going to be talking about led by Judy. She shares a few lengths that summarizes, what went on the Google search on 22 event and yeah, I will be sharing those links. That's some from think, with Google a couple from search engine land. Of course. They've already done around up of updates. We should expect from this event and a Blog from Google themselves. So yeah we'll be sharing that in the show notes so check that out. But yeah as usual she goes. How are we doing so nice? Roll call? We have Dan Patterson joining us saying. Good morning, I actually have time to learn and participate today doing well over hair.

3:27 We also have a curfew people, Ashton clock. I believe joined us as well as Kirk Williams at UB advice. Joins us, as usual with a shits Creek give, which is always funny, as well as phrase, Andrew's Diner, and Lena and roommate, Garry has Well, joins us. Yeah, I said, Ashton cock. He joins as well. So yeah, let's get into the questions. I Camino before we get into the questions and that's exactly how Julie starts this next week's. She goes, this chat is intended for PPC, Professionals of all levels. If you have something you want to share, please do we are a friendly and supportive Community, please don't be afraid to participate. Lurkers are, of course, our luck is and listeners of the podcast. If you don't have time to join this chat life, you're always Welcome to so yes, thank you for joining us personally on this episode to all my listeners today. So let's get into it.

4:20 Question 1, what was your overall impression of or reaction to the things that were announced or discussed? Some were features that have been announced previously previously, such as multi-search. Yes, that was definitely announced before my general announcement was that? I don't know and announcements are not about keywords. I tend to kind of phase out. Out. I really feel like yeah, I guess we are moving towards, I feel like I am still dragging my feet with our shift to which McCauley. I read our shift to multi surgeon image, search, and being able to use a camera and be able to use camera lenses for surgery. Those really heavy push on that one. I have a mention of that Dan Alina response. He was more interesting for me as a user rather than as an Advertiser though.

5:09 As an Advertiser, it may be interesting on how short video, On Google search will help me increase my overall performance generally responsive seem to be all shopping and cause such announcements not much in the way of additional features for those not in e-commerce or SEO, unless I missed something that nobody goes for the most part, it looks like one. Google is afraid of losing search traffic, particularly shopping and gen Z to. They want to keep everyone in the Google ecosystem and not send traffic to sight as much as possible. Three. Push Black Box P Max and Broad to everyone. Enjoying gives another answer saying business messages is interesting but doesn't seem to have a broad use case, at least not yet. I have a question about that coming up. Julie, say so interesting about messages. Jimmy gives answer to question.

6:00 One thing was shopping shopping shopping, it really was. Yeah, which is as a customer is kind of interesting, but as a lead gen PPC, I resigned par for the course I guess under me. Goes. Yeah, maybe they think. If they show product ads, everywhere, will visit Amazon lesya to the response to that same. It's interesting to me to that they refer to inspiration and Discovery as something they view. As happening through search, it is the classic capture versus generating demand issue. Search doesn't generate demand it only captures it. Something I mentioned earlier on today, I totally agree undergoes. That's how they are framing less desirable at inventory with much lower row. Has As inspiration and Discovery than Patterson goes. I had to explain this recently, right phrase, Andrews goes. Yeah, hi guys, felt the announcement was fine, but can't feel can't help.

6:54 But feel from any advertisers perspective that we just need more transparency, everything seemed to be expected. Yeah, more transparency. Will definitely be useful and then yeah, we have more answers to question one, I think. Yeah, we have Ashton clock going seen super heavy on shopping, the a Janek such updates with might not be as relevant or impactful to a piece here. That's mostly focused on B2B or lead gen. It was interesting but not necessarily surprising to hear the emphasis on multi-search again as well. Although yeah, they were did do another event today. My friend Patchi who's going to be talking about the next PPC, Library UK at the shot on the 24th of November. Yeah, she's she was at a Google Lead gen specific event if seemed very exclusive, they I mean, really, you know, make much big announcement of it.

7:45 I wouldn't have known it was happening until Pacha put a an image of Google on her LinkedIn timeline and the me, you know, happening appointed. So yeah, Google. What's up with that? You don't even announced the Legion Events that you're doing, so yeah, about the shopping. A anyway, Julie takes us on to question 2 saying, there was a huge emphasis on images and they're rolling search. Yes. What are your thoughts on this? Are there challenges for the Brand's? Your work? With that you expect face or more image focused. Search experience are there challenges for the Brand's you're working with that? You expect to face four or more image focused search experience, Daniel body responds. It's all about taking away more real estate from free, organic to squeeze more paid collects images, will work well for a lot of businesses, but B2B I imagine the next steps would be to incorporate some 30 second video real in search. Oh please, no.

8:42 God. Yeah, Angela goes, I hope not I hate video. If I'm not specifically searching for video content, probably a generational thing. I'm squarely Gen-X, yeah, I'm squarely, Millennial, Jolie goes. Yeah, the Microsoft advertising has already shown. The video extensions can be deployed in a tasteful way and not a huge traffic booster. But if you have something worth sharing, it can work to Aid in awareness and engagement, Jill continues. I'm sure for some it is positive. It is a positive for me. It's absolutely not. Something to think about in your marketing relative to your target demographics. And Daniel goes at some point, will all be forced to use P Max, where you have no control over them Graphics, Lord, I feel like, and I hope that is why they're not forcing pmax on, every search type campaign yet, because hopefully, they're waiting to give us control over demographics and biddings and I, we want to navigate baton to.

9:41 Yeah. Did it just means any just upload. All your assets, cross your fingers and hope machine learning, does the work to meet your goals. Daniel continues. And yeah, Julie responds with a sad and crying Emoji. Yeah, generally goes. I don't watch a lot of video either. Keep my phone muted a LOL, but I've seen enough positive use cases for video that I get it. Mmm, interesting. Now, that would have with a pinch of salt, I take that advice. You'll response images are great for products and better for some kinds of products than Is to be sure, but what about services? Not everything can be encapsulated in an images in an image and not, every brand has quality images available for or the budget to get them. And then, yeah, Diana response to question to sing happily. They, there are not challenges for the brand. I'm working with Too Faced.

10:32 A more image, Focus, search experience a challenge maybe with the requirements for extra visuals. But I see this as a minor challenge more prominent in the early stages and in mcgarrigle's. Yes, it's overdue as desktop numbers fall off a cliff, Andy, calm, and scrolling swiping is a default Behavior. Ugly text links are a legacy hangover phrase, Anders response saying that. I like it personally. But I'd like to see more collaboration with image or content Services smaller Brands, rely on things, like canvasser without highlighting these companies, it can appear a beat a bit. Gatekeeper e, technical term gatekeeper free. I remember that. Killer response also curious about what may happen when brands use stock imagery because they don't have their own high, quality images, John Lee goes, it still works.

11:21 In my honest opinion, one of the reasons Microsoft's collaboration with Shutterstock is a smart move. So yeah, I wonder who's going to kind of collaborate with canva? I'm sure they've been loads of people knocking on their door to collaborate. I wonder. And then we have phrase, Andrews, responded to the question to saying, do think there. I say that being The is actually leading the way here with multimedia as leading. The way I'll Google are being as oh Ashton clock down response to question 2 saying, yeah, I feel like there could be a bigger push from the Google reps to add image extensions and opt into Dynamic image extensions. Oh really people the sales reps are not pushing something.

12:02 There's a Google product Lord do not tell Google or there was. This might be fired for that ultimate, a dynamic extensions I'm not as keen on but It also be interested to see if they add something else like video extensions, please don't have VD extensions, he continues a challenge, we run into with image. Extensions is getting disapproved for you disappeared for using logos or having text or Graphics overlays. So moving forward, will probably need more General imagery from clients to ensure we have creative that gets fully approved and then we have Julie taken us on to question 3 saying the Google search on 2022 event was very retail. And shopping Centric in the features and functionalities that were highlighted.

12:46 What are your thoughts? And reaction to reactions to this? I know what her thoughts are going to be. Considering she does lead gen, especially so that's what we're gonna go into Julie answering question. 3, saying, yes, as a lead gen PPC. Oh, who does a fair amount of btp work? I am used. I'm used to feeling invisible when these events happen but the complete lack of anything significant for service businesses continues to baffle Johnny Goes agreed spending a ton of dollars on btb, where's the love nickel? Father goes, yes preached Julie goes every year a little part of me foolishly hopes. Maybe this is the year that Google realizes the market potential of really offering great add features to be to be and every year I am disappointed.

13:31 All blessed Julie and then we have 100 McGarry responders question 3 saying Google are paranoid about Amazon so ignoring B2B is why LinkedIn has stealthily powered. Its Sway into the pole position for many. It's a mistake and I am not sure how they solve it or even want to solve it, Julie goes. I think they are also worried about Tick Tock, but yes, clearly Amazon is a huge competitive. Worry for Google and these features are an attempt to pull attention away from Amazon as a search engine, Andrew mcgarrigle's. Yes. YouTuber. You to Schultz is becoming super aggressive and the ugc video streaming Monopoly is under genuine threat isn't competition wonderful. They Have to be a bit nicer to creators. John Lee goes which is crazy.

14:16 Given the sheer volume of B2B searches happening. Every dying day. Yes. Massive oversight I met a response to I think that's how this response to question three. Same isn't the business messages features that will be rolled out more geared towards addressing that. I am curious, if that will be part of conversion action. Yeah, next question. It's about business business messages. I think that was mentioned earlier and the Melissa. McKee who I know is purely the, our btb Li Jiang is not surprising, very little for B2B, as always. And they are, we have Julie taking us on wait before we go there, look at me. Wait, Jimmy goes in response to question 3 saying as an FYI wanted to share this blog post, which has a look at some of the ads updates coming for search including business messages, and more.

15:05 So, yes, there is some love coming from will be to be. So yeah, let's hope I'll add that in. Links for the show notes and let's hope that is useful for B2B lead generation guys. And so we have Julie taken us on to question for in addition to being shopping focused. It seems like many of the unannounced. Functionalities are also heavily for mobile. What are your thoughts on this? Daniel body goes yeah, not something new. Most of the features Google released for a long time. Now I'm mobile focused. They see the data. They know where most people spend their time. I think B2B is the last surviving member of desktop searches. So yeah, we're there's a lot more of mobile.

15:47 So why not Melissa response to question? Forcing this ties into the B2B discussion B2B takes place on desktop more than e-comm does. Yes, it does. And there are zero mentions of desktop whatsoever, it is still a super important for me to be under your mission was glaring yet. All the stuff though, the demonstrations was being done in terms of a Google lens is with your phone. Can really do that walking around with your laptop is all about mobile search? So yeah it definitely deep in talking about how everything is on mobile now and ruggero Rose goes. If I ran an econ brand I would ban desktops from the office, eat your own dog food, I do go full on Alan Partridge mobile phone holder on every desk instead and then we have Julie responded question. Forcing a lot happens on mobile but a lot also doesn't again it feels like such A massive blind spot. People don't do their work on their mobile devices on the mobile devices shocky.

16:50 They do work on computers and then do such as well on those same machines. Yes, which is huge for B2B, especially right. You're not going to start looking for a, you know, like watching, call it business partners, and business tools, and these kind of stuff. Yeah, maybe some on mobile but a lot is much better to be tested on desktop. Julian goes on to question five, same business messages. Also was also discussed where searches can initiate, a text chat right from an ad. What are your thoughts on this feature greed? Google's resources on business messages hair? I will be sharing that link as well. Loads of links to share Melissa goes business messages, feels like a flat-out copy of LinkedIn conversation ads which for us have had very limited success. The B2B space is too complex to take place over these types. Of chats chats due to response to questions by saying. The idea of being able to start a chat from an ad or business listing is intriguing.

17:50 I have to wonder about the feasibility for businesses to respond to them in instantaneously. Younger users won't call to ask a question. So you need a text system to reply and then Ashton clock response to question. Forcing kind of echoing what others have said. Mobile optimization is obviously important, but not every search happens on mobile especially for B2B all eat. Said, ignoring desktop seems like a missed opportunity, he continues also, maybe I'm trying to give them some benefit of the doubt. I wonder if Google uses mobile as kind of a first testing ground before rolling new features out to get desktop. I do I believe that as well I do, I'm inclined to agree on that. So yeah, let's hope that there's some of these things that they are actually going to roll out to desktop that they only started on mobile responsive Melissa, where she said that business medicine.

18:42 Feels like a flat-out copy of LinkedIn conversations. B2B space is too complex to take place over these types of charts. Julie goes even the businesses even for businesses where it seems like an easy fit. How does it work on a practical level a restaurant or local store, who is answering the texting inquiries in real time? Can you set a schedule for when business messages are available to that seems key. Melissa goes, I was assuming some of the responses where pre-programmed or automated, I don't know. Know who is going to be able to answer these chats in real time? Yeah, Julie goes. That would make sense, but it's Google providing that technology or does the biz need a third party tool to handle this type of chat inquiry. This will matter to for adoption or use for many, many businesses or they now have to hire a special person specifically. Just for that, you know, additional support person, Melissa goes for LinkedIn conversations. It's built into the LinkedIn technology but it's convoluted to set up.

19:42 That's partly why it has limited use and Drug Crews response. Do you think linkedin's recent ad format? Might be closer to a B2B marketers want AKA document ads and we will go to what I believe is. The last question. Question 6, where Julie goes, is there something that you were hoping would be talked about? That was not discussed at a search on 22. I do not sure whether there are any answers of why expectations were a was a brand new event that even realize what's happening until a genie. Brought it to my attention. Daniel Rowdy, those response to question, five saying, I've used these for some car supplies and it was pretty good. This is pretty much a copy from LinkedIn and Facebook.

20:22 It makes sense for Google, the end of the day sending traffic to site means Google loses visibility and has gaps in tracking. They don't want that. And then we have Ashton clock, respondents question five. Same in theory, I think it's a good idea and worth testing in practice though. I'm not sure how many use cases they are. For this in BC Bo D Jan. I also don't know if many businesses will be able to set it up and monitors so they actually respond to people quickly. They're going to need to hire a new person for that I believe to question answer. Question 6 Julie and Melissa. Take the lead on this Julie goes my intent. My eternal hope for B2B was once again not realized maybe at next year's Google marketing live.

21:06 Hey a girl can dream. I'm Melissa pretty much mirrors. The answer anything for B2B. Ha ha don't Megan response to question for saying remember when everyone thought tablets where the wave of the future, huh? Yeah not really majorly for search. I'd say John Keegan old then response to question five saying. This is actually an old extension that is being resurrected. Really on paper. Seems good. But was only ever good for customer service and if they had specifically someone I'd say he also responds to question 6 in y p. Max is so difficult to work with and how they will make it more transparent. Aaron. Hi, I'm making anything transparence from Google. They just want to plead data privacy, guys. Ashton clock response.

21:49 Question 6 in would have been nice to get some features or updates that were more impactful for B2B lead generation or service companies, rather than almost exclusively focusing on e-commerce shopping but I wasn't holding my breath. For that lol. Yeah, you'd be holding it for a long time and possibly passing out. And on that note, we come to the end of our chat. Oh, I've just seen all of us. Wider giving releasing the article, I put together world. I answered some questions and they have then written an article about it so that's why there will be a follow them. You see? So talk mentions about the tips I give about.

22:30 Yeah, being at Brighton SEO and how to enjoy it, network network network network. I'm going to bring business cards tomorrow so that you guys do not have a chance to forget me or with the things that I'm working on. Side. My nine-to-five eminent on that, wonderful note. I hope you've taken some great takeaways. Yeah. If you are have, if you have any more questions or you want to chat more about this topic, I'm sure on Thursday, there's going to be a Twitter spaces chat. Yes, I'm looking at that tweet right now on Friday. Oh, not on Thursday, Friday is going to be the Twitter spaces. Chat is going, so October, 7th, Friday, 12, p.m. eastern time that's going to be 5 p.m. UK time. So, yeah.

23:11 Joy. Join Julie on Friday for the Twitter spaces chatted want to chat more about, you know, this Google search on 2022 if you have any questions or any objections about anything. I've said or Corrections of stuff that I've said please find me on Twitter. My handles are my handle is I am at the marketing. I knew I'm open to feedback and yeah to discuss any of these topics I've shared. It will also be great for all my long-standing and brand new listeners to give the podcast a review. So it would Be help for the growth strategy and to give an indicator that. Yeah, this is worth listening to. So if you go to link tree.com /p P c-- chat underscore round up so that link2sd re e.com, /p P c-- chat on the school ground up, it will give you the links on where you can leave a rating or review on Spotify. All you have to do is I give it a 4 or 5 hour or you know, out of 5 if that's how you really feel. I do not want to influence.

24:12 Your views. And also we've got the third PPC, live UK event coming up on the 24th of November. Please be up or down your your calendars, go buy a ticket now if you want it's only about 16 pounds. But yeah as you to get that good to go out, go to PC life UK.com. I don't know why I keep going to be clipped the bitly link. If you go to PC live at UK.com, you'll see the link that will take you directly to where you can buy a ticket. So yeah. Yeah, finally remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work needed beneath the surface so keep your swans kicking by and speak to you next week.