What Is Voice Search And Why It Matters To Pay-Per-Click (PPC)
Tips From Pay-Per-Click (PPC) Experts
Voice search is a growing trend around the world, especially in this quarter of the century. According to OC&C Strategy Consultants, 55% of households will own a smart speaker by 2022.
In addition, 65% of 25-49 year-olds use a smart speaker at least once per day. With that said, is there a correlation between voice search and pay-per-click (PPC)? If so, can voice search impact the performance of a PPC Campaign?
All of these are interesting questions that have answers. Take a look below for more information.
What is Voice Search?
Voice search is a practical way people use a smart speaker to conduct an online query. Alexa is a popular smart speaker that allows users to search for local businesses, ask questions, and shop digitally.
You can also use your smartphone to conduct a voice search. The reason voice search is becoming more popular is that it’s more convenient than typing out a query. Voice search is set to surpass traditional search by 2020.
This means marketers will know how to leverage Voice Search to complement their other Digital Marketing initiatives, particularly PPC.
What is PPC?
PPC is a Digital Marketing Advertising model that’s used to drive traffic to websites. Businesses that use PPC Advertising pay publishers when their ads are clicked. This is a mutual benefit to both parties – publishers make money and businesses receive exposure.
You’ve likely seen a PPC ad recently while searching for a raincoat online. PPC Ads typically are positioned above organic search results. In the near future, Pay-Per-Click (PPC) Ads could be displayed on smart speakers.
Continue reading below to see how this can be taken into effect.
Voice Search May Get Monetized Soon
Voice search is continually growing. However, it hasn’t been monetized yet by major publishers such as Amazon, Google, and Apple. This may become a problem in three major ways:
- The rise of voice search will cripple traditional PPC Advertising
- Online advertising would have to change if it can’t be Monetized.
- Google, Amazon, and Apple would lose out on significant advertising revenue.
Simply put, publishers can’t afford to allow voice search to grow any further without monetizing it. Nonetheless, it will become a challenge to allow ads to be displayed on voice speakers without impeding its usability.
This challenge will have to be embraced very soon since more and more consumers are using voice search everyday for routine tasks.
What Does This Mean for PPC?
Since it remains likely that publishers will begin to monetize smart speakers in the future, one can’t help but imagine that PPC fundamentals will also change. With that said, marketers must stay on their toes.
Many businesses depend on their PPC Strategy to drive qualified leads and revenue. If PPC were to drastically change, it would become difficult for these businesses to succeed. The only viable solution is to make voice search a part of your marketing strategy.
Leverage Voice Search Today!
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