Voice-controlled virtual assistants continue to increase in popularity, so what does that mean for your paid search marketing?
Earlier this year, Amazon stated that more than 100 million Alexa devices had been sold, while Google claims its Assistant is in use on 1 billion devices. With those devices combined, a large audience has already embraced voice search in their daily life.
For many advertisers, the opportunity to reach the voice-searching audience would be beneficial—especially when trying to reach those searching for local services and products. However, as search terms are becoming more conversational, how do marketers make shifts to protect or maximize their ROI?
What do voice searches sound like?
Voice searches are conversational and typically are long-tail queries with five words or more. People talk to their voice assistants just like they would talk to a friend. Frequently, these searches tend to follow a question format, so many queries will also include “where,” “when,” how,” “what” and “why.” Local proximity also is popular with voice search, including keywords like “near me” or “nearby” or those with more of an urgent intent, such as “open now.”