The Rise of Voice Search Ads: What It Means for PPC Campaigns

Voice search is perhaps the more correct and appropriate phrase today, enabling voice-aloud commands to conduct searches. Rather than a text entry, a query is voiced out to the assistant, which will render a verbal reply.

Voice searches have been increasing in numbers since, at least, 40% of adults reportedly conduct daily voice searches. It is assumed that by 2026, 50% of all searches shall be vocal given. Certainly, the increasing uptake in voice-assisted devices and the underlying advancements in voice search technology underpin it.

Voice search currently finds its feet in the mainstream, but it is rife with opportunities and challenges for PPC advertisers. The voice search users behave differently from their traditional text-based counterparts, requiring some alterations in strategies.

For example, a typical text search might look like:

• Typed query: “Best pizza near me”

But a voice search query would be more like:

• Voice Query: “Hey, Siri, what is the best pizza place near me?”

So, the conversational tone and the longer queries of the voice search require PPC campaigns to adapt. Advertisers need to focus on long-tail keywords and question-based keywords that align with how people speak.

For example:

• “Where is the nearest coffee shop?”
• Where’s the nearest car repair?

With the growing trend towards voice search, it is particularly important for businesses that have physical locations to ensure that they target local search terms through their PPC campaigns. Local search optimization using keywords based on location has become increasingly relevant for reaching customers who are most likely to make a purchase or visit.

Voice search results often take content from featured snippets, which are short answers that show up at the very top of search results in an answer box. These snippets are often short answers to user questions. 

In cases where, for example, a user phrases their question as “What is the capital of France?,” the voice assistant will take the answer reading from the featured snippet. This means establishing yourself in a featured snippet is extremely important to a PPC advertiser-we always want to be the bright light in the voice search results.

In voice searches, most arise from mobile devices. To enable your PPC campaigns to be successful, your site should, therefore, be mobile-friendly. A responsive and fast-loading site, which demonstrates excellent user experience, will persuade a prospective customer to stop by when they find you through voice search.

• “Best pizza restaurant in [city]”
• “How to fix a broken smartphone screen”
• “Where is the nearest gas station?”

• Use location-based keywords in your ad copy and landing pages.
• Set up and optimize your Google My Business profile.
• Use location extensions in Google Ads to make your business visible to users in your area.

• Answer common questions clearly and concisely in your content.
• Use Bullets, Numbered Lists, and Headings
• Create Engaging and Useful Content to Address Some Need

Bella’s Bistro updated their PPC campaign by targeting more location-specific long-tail keywords, such as:

• “Best Italian restaurant in [city]”
• “Authentic Italian food near me”

They ensured that their Google My Business listing was current while also beginning to use location extensions in their Google Ads. As a result, they noted increased foot traffic and more reservations from the voice search market.