Published On: October 22, 20215 min readCategories: Blog, SEM
The use of Voice search has recently grown in popularity at a phenomenal rate. Smart Home devices like Google’s Nest or Amazon’s Echo make it easier than ever before to make Voice search part of your daily routine.
In a nutshell: Voice search allows users to get audio responses to queries and questions that they are looking for without the manual effort of typing it into a search engine. It’s quick, convenient, and reliable.
Some search queries these days even start to pop up with the words “Ok Google” at the start, followed by a question relating to a product or service.
The benefits of Voice search marketing for your paid ad campaigns are endless.
The opportunity to increase your Google Ads results are tremendous. Creating an ad group filled with potential searches that may be voice-activated will allow you to be ahead of your competitors by leaps and bounds. You would be on the cutting edge as these devices become more common in homes all over the world, allowing you to capitalize as voice search continues to grow in popularity. In this article, we look at what voice search is specifically, as well as how to get results from your paid ad campaigns by using voice search marketing.
What is Voice Search?
Voice search is made possible by utilizing the advanced technology of smart devices such as Google Home, iPhone, Android Phones, Amazon Echo, etc. Users are empowered to ask questions and give demands that work with search engines to provide relevant answers instantly. These questions can range from “What is the weather like today’ all the way to “what tires are best to get for my car”
The responses to questions are mostly sourced from Google’s Search Engine, although some devices do use Microsoft/Bing or other search engines to increase relevance, accuracy, and variety in its answers.
The easiest way to see if your business is Optimized for voice search is to do a quick test on a voice search enabled device. The more results on keywords or questions related to your brand that are returned the more optimized you are for Voice search. If little or none appears, there is a huge opportunity to start optimizing for Voice Search.
How to create Voice Search Ad Groups on Google Ads
You can create separate ad groups for Voice search, containing keywords that begin with “Ok Google, questions related to your brand specifically, or general question queries that people may have about your industry. Brand awareness will increase as more keywords and content becomes available that the voice search can identify and read out as answers.
Ad groups should be divided into specific questions that require a specific answer. Other ad groups should be created to address additional queries from users that might be more action-focused. While search volume may be low currently, that doesn’t mean it will be in the future as people get more comfortable using the devices.
Why should your business optimize for voice search?
While some other products and services can be leveraged with Voice Search, Google’s main goal is ultimately to keep their users on Google. By allowing users to trigger a search based on sound alone, you can attract users to your brand ever more quickly, efficiently, and reliably. If the user is looking for information, the search engine will answer within Google’s algorithms. If your business has the best answer or solution, it will read it, and drive business directly to your brand.
We are seeing more and more devices being designed with specifically Voice search in mind. Voice search is becoming a larger part of our everyday lives by the day. Voice search marketing gives your brand the best chance to feature as part of your potential customers’ daily lives.
Tips on Optimizing Paid Ads for Voice Search
When creating an ad group for voice search or audio search, you need to think about the questions being asked in that market. What kind of people are asking the questions and why are they asking it? For instance, if you have a fitness app that helps people lose weight, are people looking for a workout to inspire and motivation to get up off the couch and exercise? Do you provide that? If so, you should place your ad for that specific query.
Target action-oriented queries like: ‘Near Me’, ‘Local’, ‘Nearby’ for voice searches that could focus on more immediate search intent.
Look through search queries to identify potential opportunities for expansion of ad groups that could be triggered by voice search. There are search queries every day that haven’t been searched before so there are always opportunities to be seized.
The rise of Voice search is unquestionable. The popularity of this new way of marketing will increasingly become the preferred method of interaction between brands, and their potential customers.