Guide to Test Voice Search via PPC

What an amazing feature that ends your quest with the voice assistance. “Ok Google, find me the best shopping mall near me”, sounds familiar? Google’s this live-in phone intelligence can answer your every query keeping the relevancy intact. It is fast, convenient, and still feels a bit like the future. Voice commands are relevant and more natural than ever with ‘Ok Google’. The use of this feature is extensive among the smartphone users. Therefore, in order to reach such users, businesses are investing heavily in optimizing their digital marketing methods for the Google voice search result.

The Popularity of Voice Search

Voice search is becoming increasingly popular. For businesses, this means you have to see how appealing your content appears to the voice searchers. For users, it is the fastest and convenient means of getting your queries answered from the Google. While users will continue to be the voice-prompted searchers, it is the time for businesses to optimize their digital campaign for potential voice commands. According to a PPC marketing company, you can use the PPC testing in order to make your content optimized for the common voice searches. The recent statistics revealed that out of ten searches, one is always a voice search. And, more than 19% of all Android mobile searches are the voice. Therefore, the use of digital voice search is increasingly common and no longer a fun game.

The PPC marketing company further added that the successful voice searches on the search engines often contain PPC ads in the Search Engine Results Pages (SERPs). Therefore, many digital marketers are employing voice search as an effective marketing tool to drive the traffic and spur more engagement.

“Ok Google, how do I optimize my website for voice search? How to use PPC for voice testing?”  The answer is right here.

Why PPC testing 

It becomes easier to test the voice searches via PPC because it gives more accurate and detail reports. However, the PPC services company recommends starting with a small budget of not less than $50.

But, before we start here are some important things to know about the voice search:

• Voice queries are longer, more like long-tail keyword and regular sentences 

• Natural language invites more question phrases 

• Includes location-based queries, like ‘near me’

• Natural language gives instant clarity

A Step-by-step guide to test voice search via PPC

Step 1: look for hints in long tail queries 

Search for long tail queries that look like usual sentences and not necessarily the keywords. This helps you to understand the real intent of the users behind the search. You will get a deeper insight into the users’ demands and can easily prepare your activities to meet those demands. According to a PPC marketing company, the long-tailed search in natural language has approximately 4.1 words or longer; looks more like normal human interactions.

Step 2: Download the search term report into your Google AdWords or Bing PPC account

Doing this gives you a detailed search query report which you have to run for at least a month or two. The PPC services company suggests, in case you don’t have a PPC account, you can get the report from the Google Search Console or Bing Webmaster Tools.

Step 3: Sort the data and prepare an Excel

In order to make the visual comparison of the data, prepare a simple excel sheet. Include only the essentials in the list. The PPC marketing company mentions using the columns to denote campaign name, the search term used, specific ads, and the number of impressions. Now, sort the list to get questions with more than five keywords. This helps you to identify the natural language queries. Now sort those queries on the basis of the length of query and impressions. The calculated and sorted list is the final list. You can assume this final list of queries to be the voice-based searches.

Step 4: Sort the data further on the basis of the intent

As you can see the natural language queries, you now have a complete insight into your target customer’s motivation. You get to know what your target users are searching for, and most importantly, what they are not searching for. Look for additional keywords that can be added to further modify the list. Find keywords that you think could be missing and organize the final list based on the intent. Now sort the list further with the high-value potential searches. Use Google Analytics Reports and Bing Ads intelligence to further break down the data. 

The best way to identify the intent-based queries is to note the questions that are being asked. Some voice searchers will demand only general information, while other will ask more specific questions. And such audiences are ready to buy. Knowing the intent of the target audience brings you closer to the correct searches, added the PPC marketing company. 

Step 5: Start PPC testing 

Now that you have all the relevant data, use your PPC campaign to initiate the testing. Look at what the various voice platforms show a result for your list of queries. This opens up your queries to the Digital Personal Assistants and the Search Engine Results Pages (SERPs), in order to see the type of results you view. See for if the searches provide map-listing or reviews. Run the test on multiple platforms to see what is considered as the most helpful answer. Also, ensure the following things while doing the PPC voice testing.

• Ensure that the NAP data is correct 

• Use schema markup to provide relevancy 

• Limit the PPC campaign and select a certain number of queries 

• Adjust the bid modifiers on the basis of demographics and devices

• Modify the bid based on the intent 

• Exclude the negative keywords 

Step 6: Provide better answers 

Whether it is for the organic or paid, fine-tune your content to provide relevant answers that the users are actually looking about your services or products.

Step 7: Performance Review 

Look for performance indicators like impressions, clicks, and conversion in the data you receive from the testing. Get this information for every ad with the performance report. Filter the entire data based on demographics and devices. You can know which device is dominating and who is converting.

Follow these seven steps and try your voice search through PPC. Each step takes you a level up towards reaching the goal- conversion. You get a lot of valuable data from this small PPC testing. You may end up seeing considerable improvements with your organic result. This is because you pay attention to what matters the most to the voice searchers. Give it a try!