The use of voice search has become more popular and thus as the owner of the site, you will need to have to do some testing to check whether your content appealing to your potential clients when you implement the use of voice search via PPC. Searches prompted by voices tend to be a little bit long because voice searchers speak fast compared to texting and they also use a lot of questions. With the advance in technology, the use of digital assistant has become more common. Most especially, most voice searchers done over search engines tend often contain PPC ads as a result of SERPS. When you do a PPC test, you will get a more detailed report across different levels. I suggest that you take about $50 and invest in the testing of voice search via PPC.
A difference between Voice Search and text search.
- Voice Search has a long Q&A.
- The use of natural language leads to the revealing of intent distinctly.
- Voice Search contains a high level of local value.
- Greatly Influences arbiter listing
- The use of Natural Language leads to a lot of question phrases.
Well here are some of the steps you need to follow when testing voice search via PPC.
1. Search for Natural Language Q&A.
To get acquainted with the type of Natural Language that can be utilized that’s relevant to your business, you are required to do a keyword search. Research in long-tail order to find questions that resemble a natural language. They shouldn’t be voice search questions but instead will provide you with a deeper understanding of your audience’s intent. Approximate time required is about 30minutes while the tools you can use are; –
- Search Query Reports.
The perfect place to start is the need to identify how your clientele is making use of natural language at the moment. Whether in text or voice form when engaging in interactions. This will give you a deeper understanding of how intent is been relayed.
For this to be accomplished, you will have to look for something referred to as ‘Natural Language Queries’. They are search queries that can either be in text or voice form, long-tail codewords strings, with regular sentences resembling how humans communicate with each other.
The main difference between text and spoken search is that voice questions are more of full thoughts and structured on how people speak for instance; Long-tail questions in Natural Language. The Natural Language Questions might be keywords that perfectly fit in with the following types of queries; –
- Resembling Human Interactions.
If you identify these queries, you will be able to have many valuable hints into the intent, most especially the kind of questions that prompt the audience to make us of long and quite detailed wording.
First of all, you will have to begin by downloading a search term report from either your AdWords account, Google Account, or Bing Ads. It’s normally known as the search query report. This can be run for a period length of about thirty or sixty days depending on the volume. If for instance, you do not have a pay per click account, you can draw out your search term report from either Google Search Console, AdWords, or Bing Master Tools.
The next step is to open it up in Excel so that they can be sorted out. Ensure you sort out the columns to the most important ones. Most people would prefer keeping the search term and impression columns. If you have a massive account, you can add the ad group and campaign account which is optional to small scale accounts. Catalog based on query length in order to separate the search queries that contain more than five keywords in range. With this length, they can be termed as Natural Language Queries. Calculate and classify them according to query length and finally by impressions to detect the presumed voice search Q&A with diverse impressions. In the end, you will have your final list.
2. Estimate, Theme, and Sort.
At this step, you will have to search for any additional keywords that might be missing and sort out the list according to intent. The time needed during this second step is about 45minutes and the tools you will require are; -,
- Keyword Tool of Choice.
Now that you are able to view Natural Language Queries, you will be able to have a deeper understanding of your client’s motivation. You will be able to have a knowledge of what your potential clients are looking for and most importantly what they are not looking for.
You will need to base upon the list of codewords you generated in order to find highly-regarded potential queries that will be added to your list. Tools such as; –
- Keyword Explorer.
- Answer the Public.
Can be used in this step.
Open up a keyword search tool that best suits you. For example, let’s use the SEMRush keyword research tool. This tool provides data based on structure and paid search for your chosen subject area. In this case “buy a car”.
Next, you will need to see what prevails in question form. The client might have a bunch of questions besides the scope of motivation based on any predisposed subject area. This output emerges from a question suggested by the search tool “Answer the Public” for the query ‘buy a car’. It shows how this question can be answered in so many questions such as How, when, where, what, why expressing motivational intent.
These questions can then be classified according to the degree of intent as follows; –
- Is the researcher asking a factual question? Is he or she searching for background information?
- How farther are they searching for a variety of different products?
- Are they almost making a purchase of the commodity? Are they comparing on where to purchase the product?
- Is the searcher ready to purchase the product?
As a business owner, knowing the answers to the above questions will help you discern core themes and sort them by intent.
Make use of research tools for example; -Demographic reports or Bing Ads Intelligence with the help of Google Analytics to find answers to core queries linked to the below keywords.
- What are the searcher’ sage and sex gender?
- Which device is in control?
- Which geographical locations are the most popular?
3. Optimize Your Campaigns.
The main aim of this stage is to evaluate the competitive landscape and work out on campaign optimizations. The estimated time required to go through this stage is about 75minutes. The tools that will be used to testing voice search via PPC are; –
- PPC accounts.
- Schema Markup.
- NAP Listings.
After you have acquired the proper data, make use of your PPC campaigns to begin testing. This is the stage that one discovers what gets displayed on SERPs (Search Engine Results Page) and DPAs (Digital Personal Assistant). Carry out searches across a number of platforms such as; Siri, Alexa, Google app, and Cortana to see the type of answers that are regarded as the most helpful based on those forums. You can optimize your campaign by; –
Optimizing your NAPs. Ensure that you have a listing that contains the correct name, age, address, phone number and available hours on aloft business listing for instance; –
- Google My Business.
- Apple Map.
- Bing Areas for Businesses.
Make sure you have the right Schema markup on your website. The more data you provide to search engines, the higher your chances of your website getting displayed on search engines. Ensure you add the following; –
- Contact Information.
- Articles, Events, or Content.
Optimize your campaigns through the following; –
- Select a small quantity of voice search questions from your list behind various intents.
- Adjust your bid modifiers as per devices and demographics such as age and gender.
- Change your bids according to intent. For instance, the below keyword demonstrates distinct levels of purchase intent.
Do I need a Sports car or a family car? –Extra Research-based.
Who invented the car? -Negative purchase intent.
When does the car store abcd open today? -High chances of purchase?
- Limit your pay per click campaigns from selecting a few numbers of questions from your listings.
- Add PPC campaigns to new assets under co-existing campaigns. This will lend you a helping hand in the utilization of historical quality score advantage.
4. Offer Better Answers.
Deliver the right information, at the perfect time in the right manner and place. The approximated time you will need for this step is about one hour. The tools used are; –
Relevance is vital when testing voice search to PPC. Ensure you have the proper as for the query. As a site owner, do you happen to have the right supplements to hear towards motivation intent and the ultimate customer goal? Ensure you make it easier for them to find exactly what they are looking for without any constrains. Voice searchers do cover a collection of different intents. It’s preeminent that you make sure the ad you use to the test will match up well with the intent of the question.
For example; -The search query is “What is the best digital camera under $400?”. Your ad must only narrow down to the best digital cameras that cost under $400. With this, you will have helped your potential customers and made it seamless for him or her.
A few tips to consider.
Voice searchers normally trigger PLAs (Product Listings ads) generated from search engines.
As results get displayed when SERPs show up, ensure you make use of ad supplements to present to your additional information concerning your target audience. Consider things such as; Location, app information, and contacts that are relevant. This makes it easier for purchasers to find the information they are looking for.
Scan reviews and citations to make sure you are giving out your best. If the reviews are adverse consider the enacting of reputation control efforts.
Work hard so that you can earn rich snippets features because search engines normally recite them as top answers.
Your valuable content will turn out amazing when used with a voice search. You can link it to pay per click ads for a higher feed natural language inquiry in order to help in your testing.
Videos are been paid attention to lately. With an increased engagement it presents, together with its capability to project itself in the SERPs, think of video content for appropriate natural language inquiries.
5. Analyze and Review your Performance.
The main aim of this step is to review performance and decide on the next steps that will be used in testing voice search via PPC. Tools used are; –
This is the stage where the power of pay per click shines. Reports can be reviewed across various dimensions to assess how the test is working. It might take you a couple of weeks to collect enough data and configure meaningful reports. Voice search is small in volume but quite significant.
First of all, you have to determine the appropriate KPIs. For example; –
- Research-type inquiries will have to be calculated by micro-conversions and various KPIs. For instance; -video views, filling of forms, and lead generated.
- Lower-level funnel content will definitely generate a lot of conversions-specific objectives.
Pull the correct reports. They include; –
- Keyword Performance Reports. You will be able to get staff information like; -impressions, Quality Score, CTR, Conversions, and Clicks.
- Ads Performance Reports.
- Filter by Demographics and devices.
- Develop a campaign report so that you can be able to see the performance of your product listing ads.
Choose where to personalize more. About 70% of the customers anticipate for a personalized experience with the product brands they associate with. The pairing of natural language inquiries with ad messages is quite important.
The above-discussed steps to testing voice search via PPC is totally affordable. You can spend about four to five hours to complete your own testing of voice search. This trending element can open up ways for your business.