Voice search quickly became part of our daily routines in the late 2010s, and it has proven to be much more than a passing trend. In fact, the world conducts more than one billion voice searches every month—and paid media marketers can’t afford to ignore such a popular, established channel.
But how can you be sure that your PPC campaigns are optimised for voice search? Start with these four steps to focus your attention on the right areas and get the most out of your current and future paid campaigns.
1. Incorporate long-tail keywords and natural language
A key difference between voice search and conventional search is that spoken queries are usually closer to natural, conversational language compared to typed queries. For example, a typical written search might be formed as “sushi restaurant in Orlando”, whereas the voice search equivalent is more likely to be much more natural sounding: “Where can I find a good sushi restaurant in Orlando?” As such, it’s important to incorporate the kind of long-tail keywords people are more likely to use when speaking.
Voice search users are also more likely to begin their queries with “who”, “what”, “when”, “why”, and “how”. Once you understand which questions are most likely to be asked in relation to your particular business or industry, you can start to expand your keyword strategies to accommodate voice searches.
2. Optimise for local
People often use voice search to conduct local searches. In fact, it’s estimated that 58% of all voice searches are queries relating to local businesses. While locally focused long-tail keywords like “Where can I find a good sushi restaurant in Orlando?” are a great start, you can take things to the next level by answering even more specific queries. For example, a person strolling around Lake Eola Park in Orlando might want to know which dining options are available to them within walking distance. In that scenario, the user might be more inclined to conduct a voice search like “Where can I find a good sushi restaurant near Lake Eola?” Highly specific local searches are often top of mind for voice search users, so they should be top of mind for paid media marketers too.
3. Prioritise the mobile user experience
More than a quarter of the global online population uses voice search on mobile. So, if you’re aiming to capture and convert voice search traffic, it’s vital to offer a seamless mobile experience. Your website and all associated landing pages should be optimised for mobile in order to satisfy ranking factors set out by Google, Bing, and other search giants.
You may also want to take the opportunity to add call extensions to your ads. Giving users the option to quickly and easily make a call is crucial for anyone using voice search on their mobile device.
4. Track trends and test thoroughly
The voice search landscape is constantly changing, so it’s crucial to stay on top of the latest trends, best practices, and the technologies and voice assistants that power it all. As always, measurement is a prerequisite for success. Set benchmarks by analysing your data to see who is already using voice search and what kind of characteristics mark their behavior. Some examples include the type of keywords being used, the device(s) being used, and—ultimately—how users interact with brands when they’re conducting a voice search. Understanding factors like these is essential for developing an initial strategy. Once campaigns are live, you should adopt a test-and-learn approach. Use your analytical tools to analyse and optimise your data and conduct A/B tests to compare different tactics and strategies.
Monitor all stages of the purchase funnel
It’s important to understand any marketing effort’s impact on audiences across the purchase funnel, from brand awareness to conversion and retention. Despite the high volume of queries and responses, voice search users continue to be presented with limited options when trying to navigate voice-optimised experiences. If you can meet your users where they are in their search process with an experience optimised for them, you can take a huge step towards developing meaningful brand trust.
Not sure how to start implementing these steps? Then it may be time to connect with our paid media experts—and it all starts with a friendly chat. Let’s talk.