The Impact of Voice-Enabled Devices on Paid Media

Our world moves at an incredibly fast pace. With products such as Amazon’s Alexa, Google Home, Siri and Cortana, information for consumers is no longer “at your fingertips”. It’s even more accessible now through voice search. While voice search is a tremendously growing trend and something that will only be expanding for years to come, how can we leverage this whole new world of data?
Google shares that 20% of all mobile searches are from voice search. Below are a few methods on how we can capitalize on this influx of new data while the technology continues to evolve. 
New Search Terms

Run an AdWords Search Terms report and you will notice that voice search has longer search queries with more complete statements. From a PPC/SEM perspective, a component in Google’s keyword quality score is the ad content relevancy. We need to ensure that our ad copy continues to speak to the user’s search query. Consider running a test similar to the Dynamic Keyword Insertion test we ran for the National Stuttering Association. With Dynamic Keyword Insertion, your headline can exceed the 30-character limit, potentially giving the searcher a more relevant ad copy.

Different voice searches have different monetary value

A “how to” question is not very likely to be asked by someone who is looking to buy something, whereas a “where is” question is more likely to be asked by someone looking to buy a product or service.
For example, “How do I fix a broken pipe?” will likely generate less revenue than a “Where is the nearest plumber?” question. That’s not to say we should stop “how to” traffic from driving to the site, but rather we should be incorporating within our digital strategy which search drives more direct revenue than others and how that effects our overarching strategy.

Also, take into consideration ‘near me’ searches. For more information, read our previous blog post on the evolution of near me search.

3rd Parties Leverage Your Voice

You know how when they say “this call may be recorded for quality assurance”? The company you’re calling many not only be recorded for training purposes. They could be potentially recording to influence the ads you see on the web. Call tracking providers record your voice for key phrases or words and then remarket you with different services.

Where are we headed (potentially a little spooky)?

“Ok, Google- what are some top restaurants in France?”. Will we got to a point where you may get display remarketing ads for hotels in France throughout the web? Potentially.

“Ok, Google- play a Bob Marley song.” Could we eventually get remarketed with Spotify ads across of the web because Spotify sees that you’re not a current customer and are listening to music through your smart home? Sure, why not.

Opportunities are virtually endless and we’re not far away from these types of scenarios. While people are believing that these voice-enabled devices are “always listening”, they will only be getting savvier with their opportunities for remarketing. Google’s not making money from the $29 price point Google Home right now. They’re making money off all the data and opportunity they foresee with the transition to voice search.