How to Capitalize the Impact of Voice Search on Paid Search Ads Campaigns
Do you use Apple’s Siri, Amazon’s Alexa or Google’s Personal Assistant to find answers to questions online? It’s not just you, millions of people around the world use them too! It’s expected that by the year 2020, voice search will account for at least half of all internet searches. Read on to know what this means for Ads campaigns and Google Ads management.
Why Is Voice Search Important?
Voice search is quickly rising to become one of the most popular ways to research and conduct searches on the internet. People are using voice search to find answers to everything from who the strongest person in Canada is to the nearest gym in their locality. Ads campaign managers point out that the rising trend of using voice search can be attributed to several reasons, the most important being advancing technology and convenience. Most voice searches are conducted in a hands-free manner using smartphones or special devices like Google Home and Amazon’s Echo.
Need to Adapt
White label Ads experts stress that voice search is here to stay and cannot be ignored. The need of the hour is to optimize paid search Ads campaigns to meet the unique needs of voice searches. The sooner you adjust, the more you’ll benefit. If advertisers and PPC marketers don’t adapt to voice searches, they risk missing out on incredible audience targeting opportunities. It’s important for advertisers using paid search campaigns to cater to every single person, including those using voice search and virtual assistants.
How Are Voice Searches Different?
Veteran Ads campaign managers have understood that voice search is different from standard search in several aspects. For one, voice search questions are longer and usually contain more than five to six words. They are more conversational in nature, mainly because people don’t have to type their questions. Most voice searches contain question terms like what, where, how, why and who. Many voice search queries are local in nature, indicated by phrases such as ‘near me’.
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Research before Implementing Strategy
Preparing an Ads paid search campaign to be ready for voice search is not necessarily difficult or something that requires an extreme amount of effort. White label Ads professionals believe three things are required – research to understand how your particular business is affected by voice search, whether you’re already receiving voice search queries and how your target audience is using voice search.
Analyze Search Queries Data
In Google Ads management, you can export search queries data to determine if your campaigns are attracting voice search traffic. If you have a high-traffic website, pull reports for the previous thirty days. If you observe long-tail queries or queries that include the names of known virtual assistants, there’s a good chance that at least some of your audience is using voice search. This will also help you understand what your audience is looking for.
Use Keyword Planning Tool
A good strategy is to use Google’s Keyword Planner Tool or your preferred third-party keyword tool to mine long-tail search queries. Add these long-tail queries to your keywords list to make the most of voice search traffic. You can also add conversational type keywords to your Ads campaigns. The best places to start testing conversational-type keywords in your Ads campaigns are historical ad groups. By doing this, you’ll be able to test them in a low-risk environment and compare with previous Quality Score data.
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Review Existing Negative Keywords
If you’re handling a legacy account, it makes sense to review existing negatives. Previously, long-tail keywords were associated with research-based queries and low-quality impressions, hence it was a common practice to block them. Continuing to block them in this age of voice search may not be a good idea. Consider removing them from negative keyword list after careful consideration of campaign objectives and audience targeting.
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