Everyone’s talking about voice search in one way or another nowadays. Google Home that, Amazon Echo this, Siri here, Cortana there.
‘Hacking’ Voice Search
We’ve all probably done at least one voice search in our lives ever since the boom of virtual assistants. Statistically speaking, over half of young people utilise voice search every day.
From an advertiser’s perspective, the one way to “hack” voice search is through long-tail keywords. The explanation is quite simple: normally, people are empathetic beings. When they hear an AI system speaking to them in a human-like manner, they respond as if speaking to another human. Therefore, when encountered with a highly intelligent machine who says “Hi. What can I do for you today?”, the majority of people will ask full questions rather than speak in keywords.
For example, someone is much more likely to ask Siri ‘what’s the weather like today?’ than ‘weather forecast’. As the popularity of these virtual assistants increases, so does searching for long-tail keywords. So, why should we be using long-tail keywords in our digital strategies?
Long-tail keywords are more likely to convert successfully. As they are more specific than short keywords, the users searching for them will be more knowledgeable about their desires, and consequently more likely to make a purchase if they find what they want.
Short keywords tend to form a saturated market and therefore have higher CPCs, whereas long-tail keyword bidding is less likely to attract plenty of competitors, keeping the costs low.
Better Average Positions
Your ad will show up higher on the page, with more chances to gain traffic and conversions from users who already know they are looking for you!
Long story short, virtual assistants and voice search are getting bigger every day. It’s our duty as advertisers to embrace them and tailor our strategy based on them, so buckle up and let the long-tail keywords take over the world!