Voice search is changing the way people search for information online and is becoming increasingly popular in recent years. According to a study by Statista, 35% of US adults used voice search in 2020, and this number is expected to increase to 55% by 2022. With the rise of voice assistants such as Amazon Alexa, Google Assistant and Apple’s Siri, many businesses are beginning to see the potential of voice search as it impacts ecommerce PPC marketing.

Understanding the Impact of Voice Search on Ecommerce PPC Marketing

Voice search provides a more natural and conversational method of searching for information. Instead of typing out specific keywords, users can ask questions in a more conversational tone, which gives rise to new sets of search queries. This creates a shift in how ecommerce PPC marketing strategies are crafted since there are now more queries to optimize for through different keyword variations that reflect the natural voice search.

Below are a few ways that voice search impacts ecommerce PPC marketing:

Increased Importance in Long-tail Keywords and Natural Language Queries

Voice search has changed the way people search for information online, and this has a direct impact on ecommerce PPC marketing. Instead of just targeting specific keywords, businesses would need to optimize for long-tail keywords and natural language queries to rank higher on search pages. This would help the business appear in more relevant search results that match the customers’ search queries, increasing the chances of conversions.

Localization and Position Zero

With voice search on the rise, it’s no longer enough for businesses to rely only on general keyword terms and paid ads, as location-based queries are now playing an increasingly significant role. Optimizing for local SEO strategies can help businesses get ahead of the competition in the SERP and allows them to compete for Position Zero – the featured Snippet that appears on the top of the search engine result pages (SERP). Position Zero is highly desired since voice assistants typically refer to it for answers to voice search queries.

Adapting Ad Copy and Landing Pages with Natural Language

With the change in search behavior, PPC marketing professionals must reevaluate their ad copy and ensure that the messaging is conversational. Additionally, to ensure that landing pages resonate with users from voice search queries, businesses must also make sure that its copy reflects more natural language. This will help potential customers feel more engaged with the brand and might encourage them to initiate contact.

Best Practices for Ecommerce PPC Voice Search Optimization

Optimizing PPC campaigns for voice search queries can initially seem overwhelming and challenging but requires focus on three primary areas – keyword research, ad copy, and landing page optimization. Below are five best practices that businesses can adopt to optimize PPC campaigns:

Conduct Keyword Research Focusing on Long-tail Keywords and More Natural Language

To optimize for voice search, keyword research has to focus on natural language queries that reflect typical customer interactions. This includes phrases starting with ‘what,’ ‘where ‘and ‘how’ as these are commonly used in voice search queries.

Ad Copy Optimization

Ad copy must be changed to accommodate natural language queries. Copy that matches the tone of voice searches will produce better returns. Ensure rapid access to contact and resources information by incorporating calls to action.

Optimize Landing Pages for Voice Search Queries

Ensure that landing pages are optimized for voice search queries and provide answers to potential questions through natural language. Adopting specific tags such as FAQ and schema Markup enhances content utility to search engine algorithms, a vital way of ranking higher in SERP.

Crop Listing for Local Search

Selected long-tail keywords may focus on the business location. Google’s My Business enhances location-relevant information; while featuring on Position Zero, businesses will have to register with GMB.

Incorporate Structured Markup

Incorporating structured data as part of strategies such as schema markup, will enhance voice search relevancy, and can even feature in Position Zero. Include structured data in FAQ pages providing concise and precise answers that match queries.

Summary

Voice search has a significant impact on ecommerce PPC marketing. Optimizing campaigns to reflect natural language and longer phrases can help businesses rank higher in SERPs. Focusing on localization and Position Zero will ensure that the brand gain more visibility among competitors. Understanding best practices such as incorporating schema Markup on landing pages and long-tail keyword optimization will place businesses a step ahead of the competition. By following the best practices and adapting current SEO strategies, businesses can effectively capitalize on voice search growth to enhance their PPC campaign returns.