As technology evolves, so does how consumers search for information online. One of the most significant shifts in recent years is the rise of voice search. With the increasing popularity of voice-activated devices like Amazon Alexa, Google Home, and Apple’s Siri, voice search is transforming the digital landscape.
This evolution continues to present challenges and opportunities for businesses relying on pay-per-click (PPC) advertising. Keep reading as we explore how to capitalize on the rise of voice search in PPC campaigns and how to optimize your PPC strategy for voice-activated devices.
The Rise of Voice Search
Voice search isn’t just a passing trend – as we predicted at the end of 2022, it’s here to stay. By the year 2025, American households that own at least one smart speaker are projected to reach around 75%. Besides a growing number of speakers, voice searches are becoming more common for a variety of other reasons:
- Convenience: Speaking is faster and easier than typing, especially on mobile devices.
- Accuracy: Natural language processing (NLP) improvements have made voice recognition more accurate and reliable.
- Multitasking: Voice search allows users to search hands-free while performing other tasks.
These three factors contribute to a growing number of users relying on voice search for their queries, from finding local businesses to making online purchases.
4 Ways to Use Voice Search in PPC Campaigns
To continue to be relevant, marketers must continue to adapt their PPC strategies to accommodate the rise of voice search. Here are four key steps to take to ensure your campaigns are ready for this ongoing evolution of search:
1. Understand Voice Search Behavior: Voice searches tend to be more conversational and longer than text searches. For instance, instead of typing “best pizza near me,” a user might ask, “What is the best pizza place near me?” This means targeting long-tail keywords and natural language phrases in your PPC campaigns. For example, let’s say you’re a pizza delivery service; you could optimize your campaign for phrases like “Where can I order the best pizza in [your location]?”
2. Optimize for Featured Snippets: Voice search devices often pull answers from featured snippets (also known as position zero) in search engine results pages (SERPs). To increase your chances of being featured, provide clear, concise answers to common questions related to your business. Structuring your content with bullet points, lists, and Q&A formats can help.Â
3. Focus on Local SEO: Many voice searches have local intent, such as “Where is the nearest coffee shop?” Ensure your PPC campaigns are optimized for local searches by including location-based keywords and phrases. It is also essential to ensure your Google My Business listing is up-to-date and accurate to improve your chances of appearing in local search results.
4. Use Ad Extensions: Ad extensions provide additional information and improve the visibility of your ads. Extensions like location, call, and structured snippets can enhance your PPC campaigns and make them more relevant to voice search users.
4 Ways to Optimize PPC for Voice-Activated Devices
With voice-activated devices becoming more prevalent, optimizing your PPC campaigns is crucial, specifically for these platforms. Here are four ways you can do that:
1. Embrace Conversational Keywords: Voice searches are more conversational and natural. Adjust your keyword strategy to include question-based and conversational phrases. For example, instead of targeting “cheap hotels,” use “What are the cheapest hotels in New York City?”
2. Create Voice-Friendly Ad Copy: When crafting ad copy, consider how it will sound when read aloud by a voice assistant. Keep your language natural and easy to understand. Highlight critical information quickly and clearly.
3. Leverage AI and Machine Learning: AI and machine learning can help you analyze voice search data and identify trends. AI refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. Machine learning is a subset of AI that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Use these insights to refine your PPC strategy and improve targeting. Automated bidding strategies can also optimize your ad spend based on voice search performance.
4. Prioritize Mobile Optimization: Many voice searches are conducted on mobile devices. Ensure your landing pages are mobile-friendly, with fast loading times and easy navigation. A seamless mobile experience is crucial for converting voice search traffic.
The Future of Voice Search and PPC
The future of voice search in PPC is not just promising; it’s brimming with potential. As voice-activated devices become more integrated into our daily lives, the scope for voice search advertising will continue to expand. Marketers who optimize their strategies now will stand to gain a significant competitive advantage.
By understanding voice search behavior, optimizing for local and conversational queries, and leveraging the latest technologies, you can ensure your PPC campaigns are not just ready but well-prepared for the continuing voice search revolution. Stay ahead of the competition, and embrace the future of voice search in PPC to drive more traffic, conversions, and, ultimately, business success.
