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New Google Attribute Helps Businesses Promote Sustainability

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New Google Attribute Helps Businesses Promote Sustainability

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Google now allows businesses to display their commitment to environmentalism in their Google Business Profile.

This helps companies capitalize on growing eco-consciousness among consumers in the wake of concerns about climate change and sustainability.

Increasing Number Of Customers Value Eco-Consciousness

In a survey conducted by Google, 82% of consumers reported sustainability as a top priority when making purchasing decisions.

Reflecting this, it has seen “recycling” as one of its most popular searches, with an average popularity score of 81 out of 100.

Queries such as “climate change,” “sustainability,” and “renewable energy” have all also seen significant interest.

A 2021 report by Ipsos, the world’s third largest research company, found 68% of people believe that if businesses do not act now to combat climate change, they are failing their customers.

The 2021 Business of Sustainability Index by GreenPrint, and environmental technology company, found 78% of Americans are more likely to buy a product that is clearly labelled as environmentally friendly.

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Companies Can Now Highlight Recycling Capabilities

Since the birth of the environmental movement in the 1970s, one of the key challenges has always been providing access to recycling services.

Recognizing the desire from customers, more businesses are now providing these services.

To help searchers find which stores recycle what and where, Google has added a new recycling attribute to Business Profiles, making it easier for people to find recycling points in search results and Google Maps.

Whether consumers are looking for places to recycle plastic, glass bottles or an old television, a simple search can now point them in the right direction. Adding this information allows businesses to reap the rewards of environmental stewardship.

Adding Recycling To Business Profiles

There are currently more than 3,000 Google Business Profile categories, with attributes falling into two classifications: subjective and factual.

Subjective attributes are things like whether a business is good for kids or is casual. These are sourced from the opinions of users who have reviewed the business.

Whereas factual attributes, like recycling, are maintained by the business.

Adding recycling to a Google Business Profile requires only a few clicks. Start by navigating to the info tab and clicking on “From the business – Add attributes.”

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Selecting “recycling” from the list of attributes will allow the Business Profile to show up in searches by people looking for ways to dispose of items in an eco-friendly manner.

This new attribute joins other common categories consumers value, including accessibility, amenities, payment options, and health and safety.

Google Remains Committed To Sustainability

Google is not just encouraging other organizations to adopt green practices; the search engine has been carbon neutral since 2007 (the first major company to do so), with the goal of becoming completely carbon free by 2030.

From energy-efficient data centers, to contracts to create nearly 6 gigawatts of renewable energy worldwide, Google has entrenched itself in the sustainability movement.

Google currently operates the cleanest cloud in the industry and provides humanitarian, scientific and environmental geospatial information for analysis via the Google Earth Engine.


Featured Image: GoodStudio/Shutterstock

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B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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