Search Engine Land’s B2B Highlights Missed at Google Marketing Live

The recent Google Marketing Live (GML) event brought new updates, but some important things were left out, especially for B2B marketers. 

The event was overshadowed by leaks about Google’s algorithms.B2B marketers hoped for more tailored updates at GML, but this year, Google seemed to be taking more control, leaving advertisers wanting more. 

They wanted better tools to reach their specific business customers, but Google focused on broader strategies.One bright spot was an update about using AI to create videos. 

This could help smaller companies that struggle to make their own videos. However, without detailed reports from Google, it’s hard to know which videos work best.

Another positive was Google lowering the requirements for using lookalike audiences. 

Now, smaller B2B companies can use this tool earlier to find new customers, which is good news for growing businesses.There’s also a new bidding option that aims to optimize for profit. 

This could help companies improve their financial results, although some worry about sharing too much data with Google.

Overall, while GML 2024 had some interesting updates, many B2B advertisers still feel Google could do more to meet their specific needs. 

As digital marketing evolves, B2B marketers will keep pushing for tools that offer better control and clarity, without costing too much.