Optimising Google Ads for Voice Search: Strategies for Local NZ Businesses

Voice search has become increasingly popular in New Zealand, with a growing number of individuals utilising voice-activated devices such as smartphones, smart speakers and virtual assistants to search for information. This shift in search behaviour has significantly impacted local businesses in NZ, altering the manner in which consumers locate and interact with businesses online. When using voice search, users are more inclined to pose questions in a conversational style, employing natural language, as opposed to typing brief, fragmented keywords.

Consequently, local businesses must adapt their digital marketing strategies to ensure visibility and accessibility to potential customers utilising voice search. Moreover, voice search has transformed the presentation of search engine results, with virtual assistants often providing only one or two top results for a given query. This necessitates that local businesses focus on optimising their online presence to secure a position among the top results for relevant voice search queries.

Additionally, the rise of voice search has led to an increase in localised searches, as users frequently employ voice search to find nearby businesses or services. As a result, local businesses must ensure their online listings and information are accurate and current to capitalise on these local voice search queries.

Summary

• Voice search is having a significant impact on local businesses in NZ, with more consumers using voice commands to find products and services.
• Keyword research and selection for voice search should focus on long-tail, conversational phrases that reflect how people speak rather than type.
• Creating conversational ad copy for voice search involves using natural language and addressing common questions and concerns of potential customers.
• Utilising location targeting for local voice searches is crucial for businesses to ensure their ads are reaching the right audience in the right place.
• Implementing structured data markup for voice search can help search engines better understand and display relevant information from a business’s website.

Keyword Research and Selection for Voice Search

When it comes to voice search, keyword research and selection play a crucial role in ensuring that local businesses are visible to potential customers. Unlike traditional text-based searches, voice search queries tend to be longer and more conversational in nature. This means that local businesses need to focus on long-tail keywords and phrases that reflect the way people speak and ask questions in real life.

For example, instead of targeting short keywords like “hair salon Auckland”, businesses should focus on longer, more conversational phrases such as “where is the best hair salon in Auckland?”. In addition to long-tail keywords, local businesses also need to consider the use of location-based keywords to capitalise on the increase in localised voice searches. This means including specific location names and phrases in their keyword strategy, such as “best coffee shop near me” or “plumber in Wellington”.

By incorporating these location-based keywords into their content and ad copy, local businesses can increase their visibility for relevant local voice search queries.

Creating Conversational Ad Copy for Voice Search

In order to effectively target voice search users, local businesses need to create ad copy that is conversational and natural-sounding. This means moving away from traditional ad copy that is focused on short, punchy phrases and instead focusing on ad copy that mirrors the way people speak in real life. For example, instead of using ad copy like “best pizza Auckland”, businesses should consider using ad copy that reflects a conversational tone, such as “Looking for the best pizza in Auckland?

Visit us today!”. Furthermore, local businesses should also consider incorporating common questions and phrases into their ad copy to align with the types of queries users are likely to make through voice search. By including phrases such as “near me”, “close by”, or “nearby”, businesses can increase their relevance for local voice search queries.

Additionally, including specific location names and addresses in ad copy can also help local businesses capitalise on localised voice searches.

Utilising Location Targeting for Local Voice Searches

With the increase in localised voice searches, it is essential for local businesses to utilise location targeting in their digital marketing efforts. Location targeting allows businesses to specify the geographic areas where they want their ads to be shown, ensuring that they are reaching potential customers in their local area. This is particularly important for local businesses, as it allows them to target users who are specifically looking for nearby products or services through voice search.

In addition to location targeting, local businesses can also make use of geotargeting to further refine their ad targeting for voice searches. Geotargeting allows businesses to target users based on their specific location at the time of the search, making it an effective strategy for reaching users who are on the go and looking for nearby businesses or services. By utilising location targeting and geotargeting in their digital marketing efforts, local businesses can ensure that they are maximising their visibility for relevant local voice search queries.

Implementing Structured Data Markup for Voice Search

Structured data markup plays a crucial role in helping search engines understand and categorise the content on a website. For local businesses looking to optimise for voice search, implementing structured data markup can help improve the chances of their content being featured as a top result for relevant voice search queries. By marking up important information such as business name, address, phone number, opening hours, and customer reviews, local businesses can provide search engines with the necessary information to display rich snippets in voice search results.

Furthermore, implementing structured data markup can also help local businesses improve their visibility in local search results, as it provides search engines with additional context about the business and its offerings. This can be particularly beneficial for local businesses looking to attract customers who are using voice search to find nearby products or services. By implementing structured data markup on their website, local businesses can improve their chances of being featured as a top result for relevant local voice search queries.

Monitoring and Analysing Performance of Voice Search Ads

As with any digital marketing strategy, it is essential for local businesses to monitor and analyse the performance of their voice search ads to ensure they are effectively reaching their target audience. By tracking key metrics such as impressions, clicks, click-through rate, and conversions, businesses can gain valuable insights into how their voice search ads are performing and make necessary adjustments to improve their effectiveness. In addition to tracking key metrics, local businesses should also pay attention to the types of queries that are driving traffic to their website through voice search.

By understanding the specific queries that are leading users to their website, businesses can tailor their content and ad copy to better align with the types of questions users are asking through voice search. This can help improve the relevance and effectiveness of their voice search ads, ultimately leading to better performance and ROI.

Adapting and Optimising Google Ads for Ongoing Voice Search Trends

As voice search continues to evolve and grow in popularity, it is essential for local businesses to adapt and optimise their Google Ads strategy to align with ongoing voice search trends. This includes staying up-to-date with changes in user behaviour and adjusting ad copy and targeting strategies accordingly. By keeping a pulse on emerging voice search trends, local businesses can ensure that they are maximising their visibility for relevant voice search queries.

Furthermore, ongoing optimisation of Google Ads for voice search also involves testing and experimenting with different ad formats and targeting options to identify what works best for reaching voice search users. This may include testing different ad copy variations, utilising different match types for keywords, or experimenting with different bidding strategies to maximise visibility for relevant voice search queries. By continuously adapting and optimising their Google Ads strategy for ongoing voice search trends, local businesses can stay ahead of the curve and maintain a competitive edge in reaching potential customers through voice search.

FAQs

What is voice search?

Voice search is a technology that allows users to perform searches on the internet by speaking into a device, such as a smartphone, smart speaker, or computer.

How does voice search impact Google Ads?

Voice search impacts Google Ads by changing the way users search for information. It often leads to longer, more conversational queries, which can affect the keywords and targeting strategies used in Google Ads campaigns.

What are some strategies for optimising Google Ads for voice search?

Some strategies for optimising Google Ads for voice search include using long-tail keywords, creating conversational ad copy, and focusing on local SEO to capture local voice searches.

How can local NZ businesses benefit from optimising Google Ads for voice search?

Local NZ businesses can benefit from optimising Google Ads for voice search by reaching potential customers who are using voice search to find local products and services. This can help increase visibility and drive more relevant traffic to their websites.

Are there any specific considerations for local NZ businesses when optimising Google Ads for voice search?

Yes, local NZ businesses should consider incorporating local landmarks, colloquial terms, and regional accents into their keyword and ad copy strategies to better align with how people in New Zealand use voice search.