Expert Tips for Testing Voice Search in Your PPC Campaign
How many times have you used voice search to find a local business, answer a question, or define a word?
As 20 percent of all mobile Google searches are voice-based, there’s a good chance you have tried it at least once. Voice search is far more convenient than typing your query into a search box, and faster too (and isn’t time always of the essence today?), which makes its continued growth unsurprising.
Businesses should pay attention to the ongoing rise in voice searches, and tailor their PPC campaigns to target users choosing this method. How can you test how voice-friendly your PPC marketing is?
The Power of Language
Users searching for information, products, or businesses typically phrase their queries as questions, such as ‘where can I find sushi in San Diego?’ or ‘what are the best men’s sneakers for running?’.
You need to do some keyword research and consider how these fit into organic questions. Search for long-tail keyword strings which correspond with queries users would ask, and think about the various questions consumers could use to find the type of products / services your business offers. Be sure to integrate locations too.
Gathering Your Key Data
Testing different ads using various search terms and approaches can be complex, which makes keeping your key data organized crucial.
Set-up a standard spreadsheet and separate your campaigns by name, the ad group used, the search terms to be focused on, and the rate of impressions achieved. As you try different ads, update the spreadsheet with the data provided on your PPC platform’s analytics tool.
It’s also essential to research the most common questions being asked surrounding the keywords you plan to target, with information on location and demographics. Try to ascertain searchers’ intent according to the questions they ask, and recognize at which part of the transaction stage these relate to.
One type of voice search will apply to consumers looking for basic details on a nearby business, with no intent to make a purchase, while others will be used when the customer is ready to make a purchase.
Putting the Research into Action
Once you’ve performed your testing, take the data and apply it to your PPC ads. You need to pick the search terms which achieved the strongest impressions and tailor your bids based on the ROI you stand to receive.
Make sure you incorporate negative keywords into your campaign, to prevent any of your valuable budget being taken up by irrelevant search terms. The goal is to provide the most accurate, relevant answers to searchers’ questions and ensure they’re directed to the respective parts of your site.
Testing different PPC ads targeting voice-searches is a fairly complex area, and at Shalmie, our expert team will create the most efficient ads for your business. We will research your strongest search terms and tailor your PPC campaign to increase your visibility, boost conversions, and ultimately generate better results.
If you want to know more, please don’t hesitate to give us a call or drop us an email!