Scott van der Wel

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Using voice search is getting more and more popular. With one in five mobile searches being voice search vs. typing into the search bar, the importance of being featured on the voice search devices is getting higher and higher. The question remains however, if the future will allow companies to advertise their products and services. Will users allow the companies responsible for the voice search technologies to use their data to create relevant ads?

There is something about voice searches that makes it more personal. Having conversations with Google Home or Alexa makes it feel like you are having human interactions, instead of talking to a machine. It would be damaging to combine potentially annoying ads with the trust the consumer has put in the voice search products. Also, you could imagine that people don’t want to listen through ads as they are waiting for the answer to their question. On the contrary, once they become an integral part of our lives introducing ads might be inevitable.

No one really knows what the future holds for paid search ads. You can however already prepare the advertisements you are currently using for voice search queries. Important to notice is that voice search queries are typically a little bit longer than typed search queries. People tend to ask questions in full sentences longer than 5 or 6 words. Furthermore, voice has a high local worth with “near me” searches. You can also check your current campaigns to see if they are already receiving voice search traffic. With a growing chance that any search will be a voice search, it might be worth the effort.

Is the future closer than we think? It has been reported that Amazon approached big consumer brands to allow ads on Alexa. Although it has been denied by Amazon, the rumours around it suggest that it could be a possibility in the near future.

https://www.marketingfacts.nl/berichten/contentmarketing-voor-voice-search
https://www.searchenginejournal.com/ppc-campaigns-voice-search/246437/

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Each time you type in a keyword in Google and you push the enter button, an auction happens. This means that billions of auctions happen on Google’s website every month. Wondering how this works, and how you can enter in one of the auctions?

To bid in one of the auctions you need a Google Ads account, in which you can specify certain keywords you want to bid on when someone Googles it. You might assume that the highest bidder will get the first position in the search results. However, nothing is less true.

Even when you are the highest bidder, you don’t always end up getting the first position. Your position depends on two things: Your bid, and your quality score. Google created a Quality Score to make sure the search results are as relevant as possible for the people performing search queries. Eventually, we as consumers of the search engine want the most relevant results as possible. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Don’t want to waste time creating the best ads yourself? Just let Google’s machine learning do it for you! Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad performs best for any search query. So people searching for the same thing might see slightly different ads.

With the recent rebranding of Google Adwords to Google Ads, Google also implemented a completely new interface. Together with the easier to use interface, a lot of new features were launched. You can now for example add more headlines and descriptions to your add to even further improve your quality score.

With a revenue of 95.4 billion US dollars in 2017 compared to 79.4 in 2016, Google ads will be around for a while. I’m excited for what the future has to offer!

https://www.statista.com/statistics/266249/advertising-revenue-of-google/

https://www.wordstream.com/blog/ws/2018/07/10/google-marketing-live

https://www.blog.google/products/ads/

https://www.blog.google/technology/ads/machine-learning-hands-advertisers/

The future of Voice Search advertising

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Google Ads: How to get the first position

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