Voice Search in Digital Marketing
It’s no secret that voice search has been a hot topic in the industry lately, and with good reason—the increasing use of voice assistants like Google Assistant and Alexa is only going to grow. You might be wondering, “What does this mean for my paid search campaigns?” The power of voice search makes it important to optimize your PPC campaigns for Google Voice Search. When you’re optimizing for voice search queries, think about what keywords people are using when they start their searches and then adjust the terms accordingly. Instead of focusing on broad keywords, set more specific queries targeting long tail keywords as they have higher conversion rates as opposed to broad terms. This will help you get top placement in results pages as well as make it easier for users to find your ad because they know exactly what they’re looking for before they start searching.
Tips on How to Optimize your PPC Ads for Google Voice Search
There are different ways on how to optimize your PPC ads for Google Voice search. Below are 5 tips you can start using to make sure your Google Ads are relevant to voice search queries.
1. Use Location-Based Ad Extensions for Voice Searches
When people are looking for an answer using voice search, they’re often using a specific app. To ensure that your PPC ad appears in that app, you should use location-based ad extensions. The key to this is understanding what apps people are most likely to search with voice search. Typically, the top results for voice searches will be something like “Where is the nearest bank?” or “What time is it in Paris?” If you want to target those apps specifically, you should use location-based ad extensions. For example, if you have a PPC account with AdWords and want your ads to appear in the Google Maps app when someone searches for “Where is the nearest grocery store?,” you would add a location extension of “near_me” or “nearby” to your PPC campaign.
2. Use Negative Keyword Extensions for Voice Searches
One of the best strategies to optimize your PPC ads for voice searches is to use negative keyword extensions. Negative keyword extensions are phrases that you add to your ad group that specify the types of searches people can’t search for. For example, an advertiser might add other words or phrases like “grocery store,” “laundromat,” and “customer service” to their ad group so that people searching for those phrases don’t see your PPC ad. Get a search query report and look at the queries your target audience is looking for to make sure you are clear about what keywords you shouldn’t target in your ads.
3. Create relevant landing pages for voice search keywords
You should create relevant landing pages targeting search terms that your audience usually type on search engines. Remember that your objective should be to create high value potential queries that are most likely to drive conversions. Additionally, make sure that your landing pages are mobile friendly as voice search traffic comes directly from users looking for an answer to their questions directly from their phones.
4. Update your Google My Business profile
Optimizing your Google My Business profile for relevant search queries will help you make the most out of your campaigns for voice search as you will attract users looking for local businesses in your area. Include relevant information and categories to your profile and make sure to update frequently.
5. Customize your Ad copy to answer questions
As you write the copy for your ad, make sure that your copy clearly answers the users search query. This will help users get an idea of the content in your page while getting a higher conversion rate. You should be interested in targeting the correct segment. Otherwise, you may get more clicks but not conversions. Focus on getting more conversions, not clicks.
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How does Google Voice Search work?
Google Voice Search works by using artificial intelligence and machine learning to recognize speech using the Google app. It supports device diversity, with better performance for users on more popular devices such as Android and iPhone.
How has voice search changed keyword research?
With the evolution of voice search results, marketers can get an idea of what content should they produce by simply performing a voice search and looking at the top competitors depicted in Google or ads. Then they can analyze their domains and look at what keywords they are targeting. You can then create a search terms report and decide on why queries better adapt to your campaigns for voice search.
How important is voice search?
The answer is, very important. Studies show that 27% of the global population perform voice searches on Google. In order for you to stick with voice search trends in the market, you should definitely optimize your ppc campaigns for voice searches.