Implementing Voice Search for PPC – The Perspectives

With one in five searches being fired on mobiles using voice search and close to half of the population of America using Intelligent Personal Assistants (IPAs), the time to reconfigure online marketing campaigns is right now. With real-time answers appealing to the sense of urgency of today’s generation, voice search has changed the fundamentals of online search behavior.

It is thus vital for marketers running PPC campaigns to understand what voice search is and how to adapt the campaigns to make full use of voice search to stay ahead of the game. A reputed Adwords Management Company in India could provide professional assistance in this regard and offer seamless solutions.

Understanding Voice Search

In recent years, technology leaders like Apple, Amazon, Microsoft, and Google have made significant investments in voice-driven technologies including virtual assistants and attempted to link them with search engines to provide a superior user experience.

The main utility of using voice searches is that the consumers do not have to type their query into a search bar. The search engine response remains conventional though with the search results and the advertisements delivered to the consumer onscreen.

The Importance of Voice Search

According to experts from the best SEO Companies in India, mobile devices currently account for over 60% of the total online traffic generated even though the small screens are not particularly easy to use for typing in the queries. Voice searches promise to unleash the true value of internet on the go; already close to a quarter of all Bing searches are voice-driven, and Google has reported doubling of its volume of voice searches over the previous year.

Not only are voice searches more convenient and faster than entering text, rapid improvements in the technology are also yielding virtual assistants that are less prone to making mistakes and misinterpretations, according to the leading Adwords Management Company in India.

The Difference between Voice Search and Text Search

As per the consultants of the best SEO Companies, the behavior of searchers varies significantly depending on whether they are using text search or voice search. Typically, voice searches are more conversational and are employed to satisfy some need that is urgent or immediate. Generally, searchers are on the move and don’t have the time to type in a text query.

Since the tone is conversational, search terms are typically long-tail with the number of words averaging six to seven per query. On the other hand, text searches tend to be more exploratory and usually be used by searchers trying to find out more about something and the intention to purchase may not be very certain. The number of words in an average text search is one to three.

The PPC Perspective of Leveraging Voice Search

Given that there will be a tremendous growth in voice-driven searches, it is absolutely vital for marketers to adapt their PPC campaigns to drive conversions to take advantage of long-tail queries and voice questions. The most important decision that an expert SEO Company would have to take while realigning PPC strategies around voice searches is to select the right search engine.

As of now, Bing is the market leader with most applications leveraging voice search being powered by it. Android and iOS even have exclusive tie-ups with Bing for developing their voice applications. It is possible for marketers to deliver a better user-experience that will lead to improved PPC performance by developing content that is not only of very high quality but aligned with the classic questions asked; where, what, when, how, why, etc.

When the PPC strategy is aligned with the most popular questions by a reputed PPC Management Company in India, it can help to guide users into the funnel more effectively for conversions to take place with assistance from contextual content.

Steps in Optimizing Your PPC Campaign for Voice Search

Find out if your campaign is already receiving voice search queries:

If your account witnesses a reasonably high volume of traffic, you should start off by obtaining a 30-day report to find out the extent of voice searches that your campaign has received. Find out which are the most common personal assistants that have been used to fire the search quarries and also investigate the number of queries involving more than six words as they would typically be conversational/long-tail searches. By looking at these long-tail searches, you will be able to know the intent of the searcher and therefore, be able to figure out how to address them.

Add negative questions:

Some of the queries may not make sense; they could be either illogical or not relevant to your campaign at all. By identifying these negative phrases and adding them to your query database, you can prevent low-quality impressions from affecting your campaign observes an expert SEO Company consultant.

Assess the list of existing negatives:

Unless you have started marketing very recently, it is quite likely that you would have accumulated performance data for a number of years and also identified queries that represented low conversion potential to your negative list. However, since voice search is more inclusive, it could be a good idea to review the list and remove negatives involving terms like “how to”, “near me”, “where can I”, “when does”.

Build on the keywords used in voice search:

Even though you have the elementary ability to identify voice searches happening in your campaign by matching the keywords and phrases, it is quite likely that you will not be able to identify all the potential voice search queries. You can use the available data on any of the popular keyword research tools to identify the potential long-tail queries so that you are in a better position to learn what your potential audience really wants to know. Armed with this insight, you can include more conversational-type keywords in the PPC campaigns for more effective conversion funneling. In case, you are not very confident, you can always consult a reputed PPC Management Company in India to help you manage your business promotion online.

Conclusion

With already 20% of all searches being conducted by voice and all evidence clearly pointing to a continued and faster rate of growth in the future, it is possibly the best time for marketers to hone their mobile marketing skills and reshape their PPC campaigns for better conversions.