Voice search is rapidly becoming a dominant force in the digital marketing landscape. With devices like Amazon Echo, Google Home, and Siri becoming more ubiquitous, how users search for information online is changing, and businesses must adapt to these new behaviors.
For SEM (Search Engine Marketing) professionals, this means rethinking traditional bidding strategies to capture the growing segment of voice searchers. Here’s a guide on how to navigate SEM bidding strategies in this voice-driven world.
The Rise of Voice Search
Before diving into bidding strategies, it’s essential to understand why voice search is so impactful. According to research, nearly half of all searches will be voice-based by 2024. Voice search queries are typically longer, more conversational, and often localized. They focus on natural language processing, meaning users ask questions more like they would in a conversation rather than typing in short, fragmented phrases.
Nuances of Voice Search Behavior
Voice search introduces several unique behaviors that affect SEM strategies:
- Long-Tail Keywords: Voice queries tend to be longer, resembling full sentences or questions rather than traditional, concise keywords. For example, instead of typing “best pizza New York,” a voice search user might ask, “Where can I find the best pizza near me in New York City?”
- Question-Based Queries: Users often phrase their searches as questions, such as “What is the best phone for taking pictures?” This behavior affects keyword selection and bidding strategies, focusing on conversational terms rather than single-word keywords.
- Localization: Many voice searches are location-specific, with users searching for nearby businesses or services. Phrases like “near me” are commonly used in voice queries, making local search optimization critical.
- Mobile-Focused: Most voice searches happen on mobile devices, meaning SEM efforts should prioritize mobile-friendly ads and landing pages to capture this audience effectively.
SEM Bidding Strategies for Voice Search
Now that we understand the nuances of voice search behavior, let’s explore some bidding strategies to effectively target voice searchers:
1. Target Long-Tail Keywords
Voice search queries are longer and more specific, often framed as questions. To adapt, you should expand your keyword strategy to include long-tail keywords that mirror these conversational queries. Bid on phrases that represent how people speak naturally, rather than traditional, shorter search terms.
Example: Instead of bidding on “best restaurants,” bid on “What are the best restaurants near me?”
To maximize ROI, use tools like Google’s Keyword Planner to identify question-based queries and incorporate them into your campaigns.
2. Optimize for Question-Based Queries
Voice searches often start with question words like “who,” “what,” “when,” “where,” “why,” and “how.” Incorporating these question phrases into your keyword bids allows you to capture traffic from users asking specific questions.
Bid on keywords that include these interrogative words, as they will align better with how people use voice search. Also, structure your ads to address these queries directly, increasing relevancy and click-through rates.
Example: Bidding on terms like “How can I fix my air conditioner?” is more likely to attract voice search users than generic terms like “air conditioner repair.”
3. Prioritize Local Bidding Strategies
With the rise of “near me” searches, especially in voice queries, SEM strategies need to focus on local intent. Ensure you are targeting localized keywords and phrases, and adjust your bidding to prioritize local traffic.
Use location extensions in your ads to increase visibility for local searchers, and set bid adjustments to target mobile users in your geographic area. Geotargeting can help refine your bids for the most relevant local searches.
Example: Raise your bids for queries like “Where is the nearest car repair shop?” or “What coffee shop is open right now near me?”
4. Mobile-Optimized Bidding
Since most voice searches happen on mobile devices, ensure that your SEM campaigns are optimized for mobile performance. You can set bid modifiers to increase your bids for mobile traffic, ensuring you capture users who are performing voice searches on the go.
Additionally, ensure that your landing pages are mobile-friendly, with fast loading times and easy navigation. This will help improve your Quality Score, which can lower your CPC and improve your ad rank.
5. Leverage AI and Smart Bidding
Smart bidding strategies powered by AI and machine learning can help optimize your bids based on voice search patterns. Google Ads’ Smart Bidding uses algorithms to automatically adjust bids in real-time, considering factors like device, location, and time of day.
By incorporating machine learning, you can take advantage of AI’s ability to predict voice search trends and adjust your bidding strategy accordingly. It helps you stay competitive and ensure your ads appear when voice searchers are looking for products or services you offer.
6. Optimize Ad Copy for Conversational Language
Incorporating conversational language into your ad copy is crucial when targeting voice search. Since users are more likely to use natural, conversational phrases when using voice search, your ads should reflect this tone.
Write ad copy that feels human and engaging, directly addressing the voice search queries you’re targeting. If users are asking specific questions, ensure that your ads answer them clearly and concisely. This will increase ad relevance and improve engagement.
Conclusion
Voice search is transforming how people interact with search engines, and businesses must adapt their SEM strategies accordingly. By focusing on long-tail and question-based keywords, prioritizing local and mobile-friendly bids, and leveraging AI-powered bidding strategies, you can stay ahead of the curve and capture more voice search traffic.
As voice search continues to grow, optimizing your SEM campaigns for this new behavior isn’t just a trend—it’s a necessity for remaining competitive in an evolving digital marketplace. The sooner you adjust to these nuances, the better positioned you’ll be to capture this growing segment of searchers.
Stay ahead of the game, and let voice search help you connect with a new wave of customers.
