The Step-By-Step Guide to Testing Voice Search Via PPC
Posted by purna_v
I was conned into my love of cooking by my husband.
Never having set foot in the kitchen until the grand old age of 22, my husband (then boyfriend) — a former chef — said he’d teach me some simple recipes. I somewhat enjoyed the process but very much enjoyed the lavish praise he’d bestow upon me when eating whatever I whipped up.
Highly encouraged that I seemingly had an innate culinary genius, I looked to grow my repertoire of recipes. As a novice, I found recipe books inspiring but confusing. For example, a recipe that called for cooked chicken made me wonder how on Earth I was meant to cook the chicken to get cooked chicken.
Luckily, I discovered the life-changing power of fully illustrated, step-by-step recipes.
Empowered by the clear direction they provided, I conquered cuisine after cuisine and have since turned into a confident cook. It took me only a few months to realize all that praise was simply a ruse to have me do most of the cooking. But by then I was hooked.
When it comes to voice search, I’ve talked and written a lot about the subject over the past year. Each time, the question I get asked is “What’s the best way to start?”
Today I’ll share with you an easy-to-follow, step-by-step guide to empower you to create your own voice search test. It’s sure to become one of your favorite recipes in coming months as conversational interfaces continue their rapid adoption rate.
Testing voice search? But it’s not monetized.
That’s correct. It’s not monetized as of yet. However, the usage rates have been growing exponentially. Already search engines are reporting that:
- One out of ten searches are voice (per Baidu)
- Twenty percent of all mobile Android searches are voice (Google)
- Usage spans all age ranges, as we discovered at Cortana (which is owned by Microsoft, my employer):
With Cortana being integrated into Windows 10, what we’re seeing is that age range demographics are now comparable to what eMarketer is reporting for overall smartphone usage. What this means: Using digital assistants is becoming more and more common. It’s no longer an edge case.
More importantly, voice searches done on the search engines can often have PPC ads in the resultant SERPs — as you’ll see in my examples below.
Why a PPC test?
It’s easier to get started by testing voice search via PPC since you can get more detailed reporting across multiple levels.
I would recommend taking a teeny-tiny budget — even $50 is often good enough — and putting it toward a voice search test. (Don’t fret, SEOs, I do have some tips in here for you as well.)
Before we start…
Here’s a quick reminder of how voice searches differ from text searches:
- Voice has longer queries
- Natural language means more question phrases
- Natural language reveals intent clearly
- Voice search has high local value
- And greatly impacts third-party listings
You can read about it in more detail in my previous Moz article on the subject.
Let’s get cooking!
Step 1: See what, if …read more
Source:: Moz Blog