February 18, 2018

The Change in How Audiences Are Searching

The Change in How Audiences Are Searching

There have been countless shifts in PPC advertising over the years. Some have been due to technology updates within the platforms themselves, such as new campaign types or targeting methods, automation and remarketing. Other shifts have come about as a reflection of user behavior, especially anything and everything mobile and app based. With that rise in mobile use, I believe another shift is coming our way.

he shift is in how our target audience is searching.

The Shift Towards Voice Search

Branded3 compiled an amazing list of stats about the growing use and upcoming trends of voice search. They are really interesting. A few that peaked my interest the most?

  • “50% of all searches will be voice searches by 2020” according to comscore.
  • “Google voice search queries in 2016 are up 35x over 2008” according to Google trends via Search Engine Watch.
  • “Nearly 50% of people are now using voice search when researching products.” via Social Media Today.

The number of users, searches, and mediums for voice search continues to grow year after year. While voice search certainly happens on a desktop, the majority are made via mobile where it is often faster and easier than typing your query in.

The result? More informal, conversational searches that can be unpredictable (and sometimes awkward) as searchers aren’t either used to talking into the phones or have trouble verbalizing the information they are seeking.

Impact on PPC

This trend may reflect a need to expand into more broad match or modified broad match keywords to capture these “outside the box” searches. Make sure you monitor your search query reports to find any hidden gems. You may even need to expand the time frames in your reports and take a hard look at longer tail search terms. I like to use the filter tool to search on keywords containing parts of these search terms to see they work well for my business or not. This also helps reveal any trends.

Increase in Personal Searches

Searchers used to turn to the internet for more objective information and turn to friends and family for subjective advice. Not so much anymore. The rise of personal searches, searches that are asking search engines for individual-specific guidance, is on the rise.

The result? Think with Google recently reported a rise over the last two years in searches including words like “me”, “my” and “I”. A specific example is an increase of 80% of mobile searches for “…should I…”

A few other examples of more personalized searches would be those that now include “near me”, “for me”, “which”, “where”, and “what”.

Here’s a chart to show you a few examples of what this shift from more formal searches to informal, personalized might look like :

Previous Search Term

Corresponding “Personalized”

Search Term

iphone vs android

which phone is best for me

nail salons in anytown, USA

best nail salons near me

local events this weekend

what should I do on Saturday

vacation ideas

where should I go on vacation

 

Impact on PPC: Let’s take a look at the last one by plugging in both to Adwords Keyword Planner.

The Change in How Audiences Are Searching

Vacation ideas keywords have higher competition and are more expensive. Your company probably doesn’t have the budget of the big kahunas out there bidding on that high level of a term. However, you could salvage your budget and even increase results by moving toward the more personalized search term iteration. Test out personalized versions of some of your top keywords by impressions to see how this works for your business or clients. Also, consider testing a more laid back tone with any corresponding ad copy or extensions for these keywords to see if that resonates more with your target audience.

Have you seen an impact from voice or personal search in your PPC efforts? Comment below to share more.

Get Free Site Analysis
Featured Services

What our customers say…

Click On Solutions
Reviewed from Google

5 out of 5 stars

Locksmith Mad River
Locksmith Mad River

5 out of 5 stars

posted 1 week ago

Great place to be! Wonderful group of people. Fantastic location. I highly recommended

Barbara Williams
Barbara Williams

5 out of 5 stars

posted 6 months ago

Utilized Click On Solutions to help do a few plans for my logo and the work they did was first class! Was sick of procuring individuals at a mid-cost and getting alright work. At long last got an OK cost with a quality item also. I highly recommend them to everyone. They are the best in their field.

Jones Blaze
Jones Blaze

5 out of 5 stars

posted 9 months ago

I just never knew I could get in touch with so many people just by using some simple marketing tools and targeted Google keywords. The Click on Solution guys (and gals) have been a huge part of the growth that my business has been through in 2017. Being a stay-at-home mom with a creative streak, I have started sowing wedding dresses out of my home in south Florida about 4 years ago, when my first baby was born. Recently, however, I’ve been desperately hoping to increase my clientele throughout the US. I’ve read about other folks who’ve done that, and thought, what is stopping me? I am so glad I signed up for Click on Solutions, because guess what?? I even get orders from around the world now! Places like Canada, Germany and Ireland, to name a few. The best part (besides the obvious increase in revenue) is that learning about all these things, like targeted marketing and business plans, and Google AdWords, has been such a great process! Ronnie and Michelle have explained to me what they’re going to do every step of the way and helped me get on the first page (!) on Google, and it really just tightened my marketing to target those women that want a unique wedding dress made by yours truly! So fun and so cool, I am thoroughly thankful to you guys, and I already told Paul there—when he finally proposes to his girlfriend, I’d like first dibs on designing a one-of-a-kind wedding dress for her! Thank you again, guys!

Anthony Varela
Anthony Varela

5 out of 5 stars

posted 6 months ago

Strong innovative shop with an introduction to the business comes about. Presented by an outsider since we were searching for an imaginative asset to help create sites and versatile applications for our customers; comes about have been solid, on the spending plan and on time. The solid support of the group and its administration ethics. I would definitely recommend them to everyone who need Advertising solutions.

Jillian Morrison
Jillian Morrison

5 out of 5 stars

posted 9 months ago

A lot of the stuff that they were able to help me with were things that I was familiar with BUT they kind basically showed me how my knowledge looks like on steroids, so to speak. So although I'm quite savvy about all these things marketing your website and expanding your clientele through social media, I was still able to make such an amazing use of what this team had to offer! — I got so much more clients and expanded my business through their marketing strategies, that I literally had to hire an assistant. As a by-the-way, I’ve always been envious of people who have personal assistants, and I had always wanted to join that elite group. And now I did, and I wholly feel that it’s thanks to Click on Solutions.