Let’s face the truth: voice search is no longer a thing of the future, as it’s growing rapidly into a worldwide trend, used by more and more people around the world. Back in 2017, one out of five mobile searches was made by directly speaking to the phone instead of typing into the search bar. And of all these queries, almost 70 percent of them were of conversational language.
Even though some people don’t want to accept this, we’re now bonding with our devices and start talking with smartphones or virtual assistants. This is not necessarily a bad thing since the experience is constantly improving and it begins to feel like talking to a real person.
But what happens with marketers, as most of them are aware that mobile search volume is about to get bigger in 2018? How should they optimize PPC campaigns, for example, for voice search, in order to get all that awesome traffic they’re after?
Don’t worry, we got you all covered. Here you can find a few basic – but very effective tips on how to prepare your PPC campaigns for voice search. Seriously, we’re convinced that you’re going to find this useful!
Examine your current campaigns
First thing first, you need to see if any of your campaigns are already receiving traffic from voice search. To do this, start by exporting a search query reports from Google AdWords. Usually, looking back with 30 days should be more than enough to see if users arrived on your website using voice search.
After getting the file, look for some terms related to voice search. Alexa, Siri, OK Google, Echo are just a few of the terms which can help you.
Next step is looking through all of the queries containing these words and see if there are any of them with more than six words, since these are actually long tail/conversational queries. If you have all your initial keywords in an Excel document, you can use the following formula to sort them out:
It’s worth mentioning that even though they don’t have that much value as keywords, these long queries will actually help you make an idea about the intent your audience has and, obviously, how to react to it.
Finally, it will also help you build a negative keyword list, but we’ll get to that in a moment.
Create a list of negative keywords
Obviously, the next step is to do something with all those queries you found to be popular among voice search fans who land on your website.
For example, if you have something like “alexa what’s the best pancake recipe out there” and it’s totally not valuable for your website, you can start by adding “best pancake recipe” on a list. If you find similar queries, with even more words, repeat this procedure. Go through all your negative keywords like this!
Review the list you just created
Ok, now comes a very important step, which will totally help you win at voice search. Go through the list you just created and consider removing negative keywords like “how to”, “near me”, “how can I” and so on.
Depending on the size of your initial list, it could take a while, but it’s totally worth it.
Develop new voice search keywords
Now, time for the last step: even though your new keywords are starting to pick up voice searches withing your PPC campaigns, we bet that you aren’t getting all of the queries that come through voice search and have a lot of potential.
Therefore, after the previous step, you – most likely – have an overall idea of what your audience is looking for. Use your favorite keyword tool and start building on these long-tail search queries. By this, you can get the maximum out of your voice search traffic.
Now, you can start by adding more keywords like this to your campaign, ideally in historical ad groups. By this, you can utilize previous quality score data for comparison, but also adjust bids, considering the purchase intent.
To end up with a great example, let’s say that you have a bakery in Atlanta. A term like “find a bakery near me” is great for serving within Google’s map ads. However, for voice search, “ok google what are the best bakeries in Atlanta” is definitely a better choice. Both of these queries are valuable, though.
And there you have it, a starting point for optimizing your PPC campaigns for voice search. With a bit of tweaking to your current ones and adding the correct keywords, you should see the results in no time!
Let us know your thoughts on this. Do you think that voice search will soon dominate PPC? The comments section is waiting for you!