— August 19, 2018
In search marketing, keywords are the foundation of search. However, we are moving to a time where keywords and ads need to create synergy for the audience. After watching the Marketing Launch for Google Ads (no longer AdWords) it is time to face that industry changes will revolutionize the way we look at search marketing.
Everyone’s heard “just Google it”, well now we can add “Hello Google”. Our relationship with Google’s products is evolving. What used to be finding long-tail keywords; has become the norm due to the change and influence of voice. So how do we view ads and keywords in search? This blog will discuss the changes to ads, and the importance of understanding the intent of a person is mirrored by their emotional state.
Voices influence on Ad and Keyword
Keyword searches are driven by intent. Many search marketers tend to shy away from awareness or lower funnel keywords such as “what is”, but that “what” can be pivotal to drive your business and brand in the evoked set of a customer’s buying cycle. Now comes a new phase: voice and its influences on a search campaign.
The introduction of Google Home and people utilizing voice to find; society’s relationship with search is changing, which will obviously impact SEO. Potential consumers are now speaking to find an answer, thus phrase match and long-tail keywords have become paramount. Comscore has predicted that 50% of searches will be driven by search by 2020. So how will it play with how people find information via search engines? As search marketers, and boarder as digital marketers, we need to reflect on how people are speaking to Google, not only typing.
Ads in Search to Meet Consumer Intent
There is no doubt the system of search is changing, not only the way we are interacting with Google’s devices. Google Ads now has the ability to machine learn. We are moving to a new era, where your advert’s message will need to correlate with your keyword and the intended users’ emotional state. This adds one more layer to our search marketing in a time where conversions are taking longer, we are stumbled by one thing: how do they feel when they search for that keyword? And/or what do we want them to feel? With Google Ads’ exciting new ad format we can do this: responsive search ad.
Responsive search ads (RSA) influence on Search
Responsive search ads are where search marketers set up one ad with multiple variables and Google will dynamically serve the best to meet the advertiser’s goal. This depth in data really takes the account to a whole new level. The power is through the ability to automate and rotate the system.
Messaging and rethinking the keyword structure in Google Ads has never been more important. Targeting a potential customer not only through what they type, but predicting what they need and meeting it in the ad messaging will revolutionize a business’ ability to brand and generate leads.
“Language changes, but emotions are universal”
I’ve always viewed language as an art, but human emotions are not only universal but are key to a brand’s image and position in the market. A great iconic example is back in 2013, Snickers cleverly developed a campaign in Google Ads where they bid on misspells in Google search to suggest them to go and get a snickers bar because ‘you can’t spell when you’re hungry’.
With the shift to voice and the introduction of RSA ads in search, we need to think of how we develop search campaigns to meet our audience’s profile. It is time to view search marketing through the lens of how searcher is feeling and predict what they are trying to solve; this makes phrase- match and long-tail keywords paramount in the next few years. So let’s take a step back and review our keywords and their messaging, we are no longer just communicating a solution to their problem, but driving them towards some messaging about a brand.