The Future of Digital Assistants in PPC
Digital assistants (your Alexa’s, Siri’s, and Cortana’s), interact with us humans daily, allowing us to use our voice to complete a simple Google search. These interactions can be crucial when choosing the right advertisements for your business.
Voice search is changing the way that people find information online. Instead of typing a query into the web, saying your query out loud uses a whole different technical language, which essentially determines what ads are presented to you.
Here, we will take you through the future of digital assistants, and their impact on PPC ads.
Before we dive in, if you’re after a PPC consultant, embryo can offer quality lead services for lead generation and eCommerce.
Now, let’s get down to the nitty gritty.
How does this impact PPC?
When we speak to our voice assistants, we use a different language than we would when typing a query on our smartphones. That’s why voice search matters for PPC marketing; voice search can have big implications for keyword strategy.
Voice search assistants are important for organic SEO, but it is also important for PPC too. We face a future where people are skipping the search engine page, and instead relying on digital assistants to fulfil their needs and queries.
Digital assistants, more specifically voice searches, can impact PPC in three ways:
- They are question orientated – The majority of questions asked using a voice search begin with ‘what’, ‘where’, ‘when’, and ‘how’, and are more than five words long. PPC therefore needs to target longer phrases rather than a question or complete sentence.
- They use natural language – When we speak to voice search assistants, we use much more natural language then we would when using a Google search box. Therefore, our queries may be longer. Bear this in mind when adjusting your PPC campaigns.
- They put mobile-first – It is likely that most people have access to a voice assistant, whether that be on their laptops or mobiles. We use these devices to ask for things all of the time, for example directions. This is why PPC campaigns need to be more location specific, especially if the phrase ‘near me’ is often used.
The future of digital assistants
With the fast advancement of artificial intelligence, virtual assistants have become smarter and more intuitive. Therefore, the future of digital assistants is promising.
As AI continues to advance, and has proven to advance, we can see that these AI-powered assistants are capable of understanding natural language and providing personalised recommendations. For many, these digital assistants are becoming, or have already become, part of our daily lives.
However, as we embrace the future of digital assistants, it is essential to understand ethical considerations. Things such as data privacy, online security, and algorithmic bias are aspects that should be taken into account. It is important to maintain trust in these digital assistant technologies.
For more insights and information, it’s worth checking out these top voice search statistics to give you an idea of how beneficial voice search assistants can be.
The future of PPC
We know that PPC advertising is a crucial part of digital marketing strategies. It has massive reach, offers quick results, and is extremely measurable and cost effective.
With the advancement of digital assistants, voice search is the future of PPC. Therefore, you might want to adjust your Google ads campaigns to appeal to those voice search users. The biggest things to be aware of are technological advancements, changing marketing procedures, and evolving consumer behaviour. Some other future trends to be mindful of include:
- AI-driven PPC campaigns
- Video ads domination
- Voice search optimisation
- Cross-channel integration
It might be worth checking out some PPC Stats for 2023, and see if there are any recurring trends. This might have information that could help to predict the future of PPC.
So, what does the future hold?
Head of PPC Cal shares his thoughts on Digital assistants in PPC:
“There was so many years where the use of voice search was predicted to be the next big explosion, however im yet to see it happen, you get a minimal amount of voice searched queries triggering google ads, however digital assistants still are yet to be a main source of traffic, search is still search.”
As we conclude, it is clear to see that the future of digital assistants and PPC is bright. As a marketer, you need to be ready to adapt your PPC campaigns in order to embrace the demand of digital assistants.
Digital assistants and PPC come hand in hand, and as technology develops, so does the pace of PPC advertising and consumerism.
Make sure that you stay up to date with the latest trends and take appropriate steps to effectively navigate the future of PPC advertising. To really capitalise on these trends, you could invest in AI technology, optimise ads for voice search, and use data and insights to personalise ads.
If you need any more information, or are still worried about the future of digital assistants and PPC, we have plenty of related content on offer.
FAQs
Answered by Callum Leonard
Do voice assistants give answers based on one domain?
They give answers based on multiple domains. Voice search can give replies based on an ad.
Are voice assistants more likely to give answers from paid or organic searches?
Voice search covers both paid and organic. Organic results still dominate, with websites like Wikipedia often taking the top spot for digital assistant answers.
What is the best way to advertise a product with a question?
Add the question-led topic as search keywords and ensure that the campaign is at the middle of the funnel. Using question-led keywords can often be a good way to get cheaper clicks.
What are the benefits of using digital assistants in PPC ads?
Google stated that 15% of searches every day are unique. With voice search, there will be many different versions of asking the same question. Covering this with different keyword types ensures good ad share.
How do users get more information after hearing a digital assistant PPC ad?
You can ask the assistant to go through further into the answer. For example, asking the digital assistant for a summary.
