Optimizing PPC campaigns for voice search is becoming increasingly important as more users rely on voice-activated devices like smartphones, smart speakers (e.g., Google Home, Amazon Echo), and voice assistants (e.g., Siri, Alexa) to search for information. Voice search changes the way people interact with search engines, requiring PPC advertisers to adapt their strategies. Here’s how you can optimize your PPC campaigns for voice search:
1. Understand How Voice Search Queries Differ from Text Search
Voice search queries tend to be more conversational and longer than traditional text searches. Users ask questions naturally, so voice queries are typically longer and phrased in complete sentences.
- Text Search Example: “Best coffee shop near me”
- Voice Search Example: “Where is the best coffee shop near me?”
To optimize your PPC campaigns for voice search:
- Focus on Long-Tail Keywords: Include longer, more conversational keywords that mimic natural speech patterns. Voice search queries are often 5-7 words long or more.
- Use Question-Based Keywords: Voice searches often come in the form of questions, such as “How do I…?” or “Where can I…?” Incorporate keywords that reflect these question-based formats.
2. Target Local Search Queries
Voice searches are often used for local intent, where users are looking for nearby businesses or services:
- Optimize for “Near Me” Searches: Voice search users frequently ask for businesses or services “near me.” Make sure your PPC campaigns are targeting location-based keywords like “restaurants near me” or “plumbers in [city name].”
- Use Location Extensions: In Google Ads, enable location extensions to display your business address in your ads. This helps when users are searching for local services.
- Google My Business: Ensure your Google My Business profile is complete and up to date with correct address, phone number, and business hours. This information helps voice assistants deliver the right local results.
3. Leverage Conversational Language in Ad Copy
Since voice searches are more conversational, your ad copy should reflect this shift:
- Use Natural Language: Write ad copy that sounds more conversational and less formal. Make it relatable and simple, mirroring how people speak.
- Answer the Query: If your keyword strategy includes question-based queries, make sure your ad copy answers those questions directly. For example, if the search query is “How do I fix a leaky faucet?”, your ad could say, “Need help fixing a leaky faucet? Call our experts today!”
- Include Relevant CTAs: Use clear calls to action (CTAs) that align with the voice searcher’s intent, such as “Call Now” or “Get Directions.”
4. Optimize Landing Pages for Voice Search
Once users click on your ad, ensure your landing page is optimized for voice search traffic:
- Provide Direct Answers: Voice search users often want quick answers. Ensure your landing page delivers the information they’re looking for upfront without making them dig through multiple layers of content.
- Mobile-First Design: Voice searches are mostly performed on mobile devices, so it’s essential that your landing page is optimized for mobile. Make sure your pages load quickly, are easy to navigate, and provide a seamless user experience on mobile.
- Structured Data Markup (Schema): Implement structured data markup on your website to help search engines understand the content and context of your pages better. This can help your content appear in voice search results, especially for rich snippets and featured snippets.
5. Focus on Featured Snippets
Voice search often pulls answers from Google’s featured snippets, also known as “position zero.” These are short, concise pieces of information that directly answer a search query and are read aloud by voice assistants.
- Target Featured Snippets: To increase the chances of your content being selected for a featured snippet, focus on answering specific questions in a clear, concise manner in your content and ad copy.
- Optimize Content for Answer-Based Queries: Structure your landing page content in a way that addresses common questions. For example, use headers like “What is…?” or “How to…?” and provide direct answers beneath them.
6. Use Smart Bidding Strategies
Google Ads’ Smart Bidding can help you optimize for voice search by automatically adjusting bids based on real-time data signals, including device, location, and time of day. Smart Bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) can be particularly useful for optimizing your ads for mobile and voice search traffic.
- Device Targeting: Since most voice searches happen on mobile devices, prioritize mobile bidding. You can use bid adjustments to increase your bids for mobile traffic or use Smart Bidding to let Google adjust bids based on performance.
- Location Targeting: Voice searches often have local intent, so ensure your bidding strategy targets users in relevant geographic locations.
7. Enhance Ad Extensions for Voice Search
Ad extensions are particularly valuable in voice search campaigns, as they provide additional, actionable information:
- Call Extensions: Since many voice searches are done on mobile devices, enabling call extensions lets users quickly call your business by tapping on your ad. This is especially useful for service-based industries.
- Location Extensions: As mentioned earlier, location extensions help users find your business by displaying your address and directions, which is important for “near me” searches.
- Sitelink Extensions: Provide users with additional relevant landing page options that might match their voice search query.
8. Create and Use Voice-Friendly Content
While PPC is important, creating voice-friendly content on your website also impacts the success of your PPC campaigns for voice search:
- FAQs Section: Add an FAQs section to your website with answers to common questions users might ask via voice search. Use natural language, and ensure the answers are clear and direct.
- Conversational Tone: Write content in a conversational tone that mimics how people naturally speak. This will align with voice search queries and improve the relevance of your content in PPC campaigns.
9. Track and Measure Voice Search Traffic
Once you have optimized your PPC campaigns for voice search, it’s essential to track and measure their performance. While Google Ads and other platforms don’t specifically segment voice search traffic, you can use the following techniques to analyze potential voice search behavior:
- Monitor Mobile Performance: Since voice search is heavily mobile-based, track the performance of your ads on mobile devices. Look for increases in mobile impressions and conversions.
- Analyze Question-Based Queries: Review your search term reports to identify question-based queries (e.g., “what,” “how,” “where”). These terms often indicate voice search traffic.
- Use Analytics Tools: Tools like Google Analytics can help track the performance of users who interact with your ads on mobile or voice-enabled devices.
10. Stay Updated with Voice Search Trends
Voice search is continually evolving, so staying up-to-date with trends and technology is crucial for maintaining the success of your PPC campaigns. Keep an eye on new developments in voice-activated devices, voice search algorithms, and how users interact with these technologies.
Conclusion
Optimizing PPC campaigns for voice search requires a shift toward more conversational language, a focus on mobile-first strategies, and targeting local intent queries. By incorporating long-tail keywords, question-based queries, and enhancing your ad extensions, you can capture the growing number of voice search users. Additionally, tracking voice search behavior through mobile performance and search terms will help you refine your campaigns and maximize your results.