Voice search is the thing of the future. With the advance of smartphones and other devices like Alexa or Siri, this type of search is starting to replace written queries. In 2017, one out of five searches on mobile devices was made through voice. So understanding how to optimize your PPC campaign for voice search would be a very smart way to capitalize these increasing searches and start getting into the next level of digital marketing.
70% of the voice queries were made in a more conversational way than the traditional typing. This means that we are changing the way we relate to technology. Users talk to mobiles or virtual assistants as if they were people. Along with the sophistication of smart devices, Google’s search engine data for voice recognition reached over 95 percent (A+) in 2017. This means voice search has basically the same accuracy as written queries.
Building Voice Search Keywords
Technology might change, but some other things don’t. And just like your traditional SEO or Adwords Management Campaign, your PPC Campaign for Voice Search will need keywords. You need to keep in mind that this type of search has some specific basic requirements for keywords. They are usually longer phrases of over 5 or 6 words. As they are more conversational, they usually begin with how, why, where, what or why. The ‘near me’ is also very used, which makes sense if we think devices recognize its present location. So local businesses get specially benefit from voice search.
You can add these new conversational keyword phrases to your existing ad groups. Use your quality score data to compare and adjust your bids to them basing on purchase intent. For this reason, a ‘near me’ query has a high intent search, and should receive a higher bid. However, this doesn’t mean you should alienate those searches that are not local but are still looking for businesses in your area. Both types are still valid for you.
Also keep in mind that you might be already receiving voice search traffic without noticing it. To know more, get a search query report from your Adwords. Then, filter those search terms that contains the names of virtual personal assistants (Siri, Alexa or ‘OK Google’). You can also notice that many of those results have 6 words or more. This is very useful to give you an idea of how to create your new keyword phrases and negative keywords for voice search.
Getting the Best from your PPC Campaign for Voice Search
Understanding how to prepare your PPC Campaign for Voice Search is a great complement of your overall SEM. 20% of actual searches is made by voice. And they will increase in a short time. And just like regular PPC, using the proper keywords that lead to relevant landing pages and properly formatted ads will make you nail it on your paid efforts.
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