Testing Voice Search With PPC
Technology has come a long way in the past 20 years. From self-driving cars to AI – to voice-activated assistants in our homes and hands. Our navigation of everyday life is becoming increasingly more user-friendly.
As a business owner, you mustn’t underestimate the power technology yields over your PPC marketing practices. With advances in tech happening so frequently, you need to ensure that your PPC strategies advance with it too.
That’s why we’ve highlighted six steps to testing voice search within a PPC campaign. Learn how to prepare, what to measure, and how to apply your results to future campaigns.
Step 1: Familiarise yourself with voice search habits
Firstly, you need to familiarise yourself with your audience’s voice search habits. Whilst the intent behind both are similar, the language people employ when using either changes. So, it’s important you’re aware of how they differ so you can optimise your copy for voice search. For example, voice queries tend to be:
- Longer in length
- More conversational
As a result, you need to tailor your test PPC campaign accordingly. For example, you could look for more long-tail keywords, as they are more conversational and natural to those speaking.
Step 2: Utilise location within your campaign
The location of your audience is important in any campaign, but voice search queries typically emphasise the need for local results. That’s why it’s important you make location one of the focuses within your test campaign.
To do so, you can add ‘near me’ to the end of your target keywords, and in your ad copy. Furthermore, you should ensure your business’ contact details are up-to-date, such as your phone number, business hours, and address.
Step 3: Ensure your website is optimised
A successful PPC campaign relies on relevant keywords and a dedicated budget. But it’s also important that your website looks the part too. This also goes for test campaigns focused on voice search queries. If your website isn’t in tip-top shape, search engines like Google could penalise your campaign in several ways.
For example, if you have slow-loading pages or blogs from a decade ago, you might receive a lower quality score. In turn, it can be harder for you to win bids on relevant keywords. Ensure you have a sleek website design and relevant blogs to align with Google’s algorithm.
Step 4: Don’t underestimate the power of featured snippets
Every PPC marketer wants their ad to be on the front page of search results. But, when it comes to voice searches, search engines rely heavily on featured snippets to provide users with the information they need.
Therefore, your test campaign should dedicate some of its time and money to bidding for a spot within a featured snippet. As previously mentioned, having a higher quality score will make it easier to secure these placements. So craft content that is accurate, original and informative. Ensure that your website’s performance is up to scratch too.
Step 5: Learn from your campaign insights
With any test campaign, it’s important to monitor and record its performance. Depending on your objectives, this can include several different factors, such as:
- Conversions
- Quality of leads
- Impressions
Most PPC platforms will track the above, so you can see your campaign’s impact. And, if you think you can do even better next time, use the data you’ve collected as valuable insight when creating your next campaign. If you have a low conversion rate, think about what your landing pages currently offer. For example, do you need a more persuasive call to action?
Want to progress your PPC campaigns? Speak to our team of experts today
A dedicated PPC Team can help your PPC marketing run smoothly. As a leading integrated agency, we help our clients go above and beyond when it comes to PPC campaigns. We’ll even see them through to demonstrate how you can dominate the market.
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FAQs
Answered by Callum Leonard
What is voice search marketing?
Similar to SEO, voice search marketing is what businesses use to optimise their website. It helps voice assistants, like, Alexa and Siri, refer to their business’s website when users ask for a specific query. For example, companies might frequently check their details are up-to-date, such as their business hours and address. This is because Google relies on accurate information to provide relevant results to users.
Why optimise your PPC for voice search?
It’s important to optimise your PPC marketing for voice searches, as you could miss out on getting your product and services in front of potential customers. As technology advances, so does the way we use search engines. If you fail to adapt to an ever-changing landscape, your competitors might progress whilst you fall behind.
Can ads appear as the result of a voice search query?
Yes, ads can appear as a result of a voice search query. However organic results are much more likely to be used, as they have earned rankings and authority naturally.
Does the top ad result or the top organic result appear as a voice search result?
The top organic result is more likely to be used as a voice search result.
