Are your paid search campaigns ready for voice search?
Google is developing a more futuristic method in handling search queries. Their development even affects how we could search for information and our attitude towards the search engines.
Google search is providing more than just convenience. It is has a stronger impact on every user’s approach in using Google search. Nearly half of the digital users use their smart home device or smartphone for voice search.
It is now a norm if you see someone talking to their Apple Watch or phone. With its exciting opportunities, there are several voice search technologies you can use as of today, the most popular are:
- Google Voice or “OK, Google”
- Apple Siri
- Amazon Alexa
- Microsoft Cortona
- Samsung Bixby
Let’s dive deep into how voice search is unique and beneficial in optimizing campaigns. We will talk about how marketers can optimize their content and campaign strategies.
What is Google Voice Search?
Do you notice the microphone at the end of the search box? Google has added a new feature on their search box. Google Search allows users to search for information on the web through voice commands. You can do this through your mobile phone or desktop search.
You can start the voice search function by hands-free voice command or by clicking on the microphone icon at the right end of the Google search box.
There’s a difference between the results of a regular-typed search query and spoken voice search. You might assume that searching “near me” on voice search and typed-in search, they are often similar. However, there would be a slight difference if you search it on a mobile device or on a desktop. Searching on a mobile device will redirect you to a different SERP.
So between typed-in and voice search query, voice search is more easier and convenient than type it.
Why People Use Voice Search?
Most often adults use voice search for directions. It makes them safer and compliant with local laws, especially if they are driving and searching for the direction of their destination. But, that’s not the only advantage of using voice search.
It enables users to voice command and dictate their text messages. Voice search is valuable across various demographics, but their usage of voice search functionality is not much associated with commercial intent. Since 2017, there is an upward trajectory on voice-command usage.
Why is Voice Search Becoming Popular?
There are several reasons why there is a popularity growth in voice recognition in most devices and personal assistant technology users. It is convenient and easier to search as compared to type searches.
An average person can type 40 words per minute, yet can speak around 150 words per minute. The top reason why people use voice search is due to their situation which makes them difficult to type. They could be at home doing a chore, in the car, or on the go.
Moreover, today, the smart home revolution is increasing and driving more interests within homeowners. There’s increasing use for most homeowners because of their increased reliance upon gadgets with voice recognition technology.
How to Apply Voice Search for PPC Campaign
You only need Excel and IPAs to apply voice search for PPC campaigns. Before we begin, keep in mind the following things:
- Voice search queries can understand phrases, it could be 5 to 6 words long.
- “Near me” searches have high local worth with voice search.
- Searches are often in question forms. Think of question asking terms– “how,” “what,” “when,” “where,” “why.”
Step 1: Check if PPC Campaigns Receives Voice Search Traffic
Go to AdWords and export a search query report. It would be best to have a 30-day lookback window, especially if you have a high-traffic account. You could have a clear view if you have received voice traffics.
Once you have downloaded the export file from AdWords, filter the search terms on the Excel file. Filter it by the most used “personal assistants.” Intelligent Personal Assistants (IPA) include Alexa, OK Google, and Siri.
Add a column and name it “search query word count.” Look for search queries that have over six words, these are long-tail or conversational queries.
Doing it manually could take more time, make use of this handy Excel formula instead:
These long-tailed and conversational queries may not be valuable to add as keywords. However, it can give you a hint on the intent of your audience. You will know what action to take with their intent.
Now, you might be thinking of your negative keywords list. Well, you’re right, we have to check on them on the next step.
Step 2: Add Negatives
You might have realized that some of the voice queries are not ideal for the PPC campaigns, but they are slightly relevant. So, you have to take a shot on this.
For example, you noticed a search query that says “Alexa who is the strongest person in the Philippines.” It might be a long-tail query, but it is not valuable for the campaign. That’s why adding phrase negatives will present low-quality impressions.
Step 3: Review Existing Negatives
If you have a legacy campaign that has the potential performance data, there’s a possibility that you added low intent or research-based phrase negative keywords to your campaigns.
Now, in voice search, you have to remove some of the negatives to take advantage of increased voice search. It includes the following phrases:
- “Near me”
- “How to”
- “When does”
- “Where do I”
Step 4: Build Voice Search Keywords for PPC Campaigns
Although some of the phrases and match keywords start picking up the voice searches within your campaign, there’s a great chance that it cannot capture all of the high-value potential queries from voice searches.
After you have exported the search query list and filtered the voice search queries, by now, you should have an idea of the search intent of the audience.
Use a keyword research tool to build on longer-tail search queries to ensure that it has a value to your voice search traffic. Add more conversational-type keywords to your campaign. It will be a great help to your previous quality score data. Adjust your campaign bids according to purchase intent.
For example, make a higher bid on “find a gym near me” than “Alexa what are the best gyms in Denver.” The first search term has a higher intent compared to the latter. But, if these search terms are used in Denver, Colorado then these search terms would still be valuable to you.
When you create a voice search keyword, consider the following question types– who? What? When? Where? Why? Then, match these terms to the audience’s considered intent.
Step 5: Update Google My Business Listing
Update your current Google My Business listing to the current information of your business. It is relevant to do as prospective customers who immensely use the “near me” searches. Google Search can even tell the users that you have a parking space nearby. So, make sure to input comprehensive and complete information.
“Near me” searches direct users to Google Maps giving them a map image of your business location. They even include a high-quality image of your establishment to persuade more customers to visit your place. Thus, do not hesitate to input your business address in Google My Business Listing.
Step 6: Apply Schema Metadata
If you are not familiar with Schema, it is a popular markup language that enables website owners and webmasters to provide search engines with additional information about their site. It works similarly as metadata, it shows data about data.
Schema gives you the opportunity to describe more about the data on your website. In turn, Google can easily understand your website and boost your visibility. Schema metadata is one of the most powerful yet overlooked SEO practices. Implement schema to your site and you will notice how ahead you are to the game.
Now You Can Optimize PPC Campaigns with Voice Search
That’s how easy you could apply voice search to your campaigns. Most personal and home assistants use voice search queries more. If you constantly improve and make your search keywords more relevant, then you could reach more audiences. Try out these simple steps, it could bring you the breakthrough you’ve always wanted.