Whether you use voice search personally or not, there’s no denying the fact that it is growing in popularity tremendously. As such, you should optimise your PPC ads accordingly in order to appeal to a wider audience.

As an example, Google states that 27% of the global population online uses voice search on a mobile device. Given that there are 4.3 billion global Google users, that percentage equates to a staggering number of people.

In this article, we’re going to share 5 tips for performing ‘voice search optimization’ for your PPC ads.

1.   Identify the best keywords or related ‘phrases’ used in search

First you need to understand the difference between a typical voice search and a standard written Google query. The way we use language is entirely different.

For example, voice searches tend to be longer and more conversational, whereas written queries are shorter with specific language:

• “Which hardware stores are open right now?”
• “Hardware store near me”.

You can use various keyword research tools like Google’s Keyword Planner to identify specific search terms and long-tail phrases that can be utilised in your ads campaign.

2.   Adjust your ad copy

Particularly when optimising for voice search, you must adjust your ad copy accordingly. This means including your focus keywords and search terms in your ad copy and using natural language as opposed to specific, technical mumbo jumbo. 

3.   Be sure to target mobile devices

The vast majority of voice search is conducted on mobile devices. While you may get the occasional voice search on a desktop device, your primary focus should be mobiles.

The goal is to ensure that as many mobile users can see your ads as possible. This can be done by setting up mobile device targeting. Mobile device targeting allows you to enjoy a variety of different settings, targeting highly specific users, such as those on a specific connection type or using a specific carrier.

4.   Ensure your website is mobile responsive

Of course, there’s no good targeting mobile users and then directing them to an unresponsive website. Since the majority of your targeted traffic will be using a mobile device, your website must accommodate them.

• Mobile responsive websites are more engaging.
• They’re better for your long-term SEO efforts.
• Mobile responsive is more cost-efficient.
• They help attract and retain customers.
• Mobile responsive websites provide a far superior on-page customer experience.
• All of your competitors are doing it and as should you.

Put it this way, if your website takes longer to load and then your visitors need to ‘pinch and grab’ their way around your website, you’re going to put a lot of potential customers off.

5.   Target local users

Use location targeting in your campaigns as well. In doing so, your ads will be more visible to potential customers in your local area who are actively looking for your products and services.

Don’t forget how this will be reflected in your keyword research. Think about how the phrases will vary when conducted via voice search:

• “Who is the best PPC management agency in Singapore?”
•  “PPC management Singapore.”

Make sure you claim and establish your Google My Business profile! This is a critical factor in local SEO.

Conclusion

Voice search technology is on the rise and going from strength to strength, so it is well worth getting into the practice of accommodating these users soon rather than later.

Just because more people type their queries into Google, it doesn’t mean you should neglect the other half.

We hope you’ve found this article insightful and are not better prepared for the rise in voice search.