What Does Voice Search Mean for Your PPC Ads?
Voice recognition has come a long way. From barely understanding “Call Dad” to being able to give you a full update on the latest sports score, the technology is at the crossover point into everyday life. What does voice search mean for your PPC ads?
How Do Voice Searches Differ from Text Searches?
Voice searches continue to rise and currently represent 24% of the total search queries on Bing5. Google is reporting that the number of voice searches has doubled in the past year. The reason is obvious, it’s preferable to “pecking” at virtual keys on a phone screen. But the queries themselves are more conversational in nature than the text searches.
For example, someone who is searching for a good record shop in Birmingham might ask: “Where is the best record shop in Birmingham?” If the same query were to be conducted via text search, the search phrase would likely read, “best record shop Birmingham”. This conversational approach reveals two opportunities:
Voices searches are near the bottom of the purchasing funnel. They deliver information that the potential client wants ‘now’ not at some theoretical point in the future. This makes them very attractive to advertisers.
We can also assume that the person is ‘out and about’ rather than at a desktop. They will typically look to satisfy their needs now.
Long-tail keywords are more likely to be in play. The speech mechanism is more likely to uncover additional keywords that customers are likely to want to use to describe their products.
How to Leverage Voice Search for PPC
• Most devices serve their PPC ads for voice search in the same way as they do for mobile text searches. Just like in text searches, better SEO and better relevancy of the pages helps the search engine target the ads correctly and also gives you better performing dynamic ads.
• Launch dedicated question campaigns/ad groups target at mobile consumers and use these to big on question-based keywords.
• Tactic one will create a lot of terms that don’t apply to your product/service. This is due to the extra keywords being generated in the conversation. Use any keywords that do not match your site as the basis of the negative keywords list in AdWords.
• Since many long tail search queries are classified as low traffic volume, make sure to include top 3 question keywords in your keyword selection.
• Craft ad copy so that it answers questions while also driving traffic to relevant landing pages.
What is The Future for PPC?
Bots are starting to find their way into the world of screenless devices, and sure enough, screenless advertising is following quickly.There has already been some backlash. Alexa no longer allows advertising on its third-party developed ‘skills’ These ads appeared in the Voicelab package and produced 6 to 10-second audio ads The ads reacted to users preferences.
Amazon though has a means of monetizing searches through its shopping services. Google and others can use data from the search made on voice but have no other way to make money from the searches.
However, it is likely that the ubiquity and low cost of Android will make the google owned system a perfect base for cheaper variants of non-screen speech activation. It remains to be seen which path Google takes with its ads