Whether you realise it or not, every time you type something into the Google search bar, you are entering keywords for Google to analyse your query and give you appropriate results. All in a few seconds. This is how we have interacted with search engines since they first came into existence, and we will probably continue to do so for a long time.  It’s so common that Google processes over 40,000 search queries every second, which translated to over 3.5 billion searches a day, and 1.2 trillion searches a year worldwide. Except, well, we might not. Now, thanks to inventions like the Google Home, the Google Assistant and other voice-based systems, the way we interact with Google could change dramatically. But what does that mean for businesses who rely on Google Ads to promote their business?


Voice Search, Ads And Keywords


All Google searches are driven by intent – usually to find something, or the answers to a question. That makes some of the most searched terms ‘why’ ‘what is’ and ‘what’. But these are considered ‘low funnel’ keywords by a lot of businesses, and are generally avoided for more relevant keywords. But that ‘what’ could be the key to improving ad performance in the new age of voice search.


You see, the Google Home and Google Assistant have opened up a new way to search – by simply ‘asking Google’ with your voice, not your keyboard. With Google selling a Google Home every second since its launch in 2017, this represents a significant shift in societies relationship with searching online. This, in turn, will impact SEO, and how businesses approach promoting themselves online. With potential customers now speaking out loud to find an answer, the focus for good SEO and Google Ads should be on long-tail keywords and phrase matching (that’s where words like ‘what’ come in). Now, when you’re researching the keywords and phrases you want to use, you will need to consider the way that people are speaking to Google, and not just how they type out their question.


Ads Need To Meet Consumer Intent


Along with developments in voice search, Google has also been putting a lot of effort into giving Google Ads software the ability to machine learn. This means that when using Google Ads to run a campaign, the AI will automatically optimise it to help you achieve your goal – whether that’s maximising conversion value or maximising value at a specific return. This means that you, as the person setting up the campaign, need to understand what your customers intent is when searching, how they feel when they are searching certain words, and how you want to make them feel when they see your ad. Google’s machine learning Ads can then optimise your campaigns it for you to achieve the ultimate results. The process it uses to do this is called responsive ad search.


Responsive Ads And Search


Responsive search ads are a whole other blog in themselves, but it’s best summarised here. In essence, when you’re setting up your new Google Ads campaign, you would create multiple variables for each ad. Google would then analyse them all, compare them to each searcher’s data, and dynamically serve the best option to the searcher to achieve your goal. It’s all very futuristic, isn’t it? But the depth of data used in these dynamic ads really does take advertising on Google to a whole new level. But it does mean that we need to change the way we think about messaging and keyword structure for our ads. Targeting a potential customer not only through what they type, but predicting what they need and meeting it in the ad messaging will revolutionise a business’ ability to brand and generate leads. With voice search added in, this means thinking about how humans talk and think on their feet – which isn’t always the same as what they would type into a search bar!


Overall, with the shift to voice search and machine learning, the landscape of Google Ads has never looked more exciting and different. As search engine marketers, we are now having to review the way we think about search marketing, focussing less on the hard facts of commonly used keywords, and more on the human emotion side of things. How searchers think, feel and physically search when looking for your solutions is now critical in getting your ads seen by the right people. So it’s time to move away from the traditional model of keywording, and instead embrace long-tail keywords and exact phrase match that will embrace those behind-the-scenes changes and provide you with the results you need. At Ad-Extra, we work closely with businesses to set up and manage their Google Ads campaigns, using insights like this to make sure they make the most of their investment. To find out more, just get in touch with us today.