Digital marketing trends consistently present a challenge to marketers when it comes to optimization of a digital presence. This includes the optimization of websites and digital ads, and the smart speaker currently represents a new field of battle for marketers trying to optimize their online ads. There are 118 million smart speakers in the United States and 52% of homes with a smart speaker have more than one such device. With smart speakers becoming more prominent and voice search climbing, it's time to make sure you're following these three best practices for smart speaker ad optimization.
Optimize for Conversational Tones
The biggest difference between typed searches and voice search is the tone of the consumer. Most people don't take the time to type out long queries or full questions on a mobile device. Conversely, when those same consumers use a smart speaker around the house of the digital assistant on their mobile device, the conversational tone changes. Consumers will frequently ask questions in a conversational tone just as they might when conversing with another human being.
As such, you should start optimizing your ads to answer questions that consumers frequently ask. The majority of voice searches are in the form of a question, so your ads need to offer content that answers those questions. While a typed search for waffle irons might be as simple as those two words, "waffle irons," a smart speaker search might consist of the following question: "what waffle iron brand is the most popular?" Make sure the content of your ads boasts the benefits of your brand over others to ensure it is relevant and that it captures the attention of the listener.
Consider Slang and Regional Terms
It should come as no surprise that language is vital to the optimization of online content and ads on smart speaker devices. You not only need to consider the different linguistic formation of search queries on smart speakers, but you should also focus on how regional slang and other different terms used across the country will impact the value proposition of your ad. For example, one of the most common slang differences in the United States involves carbonated beverages. Various sections of the United States, such as the Northeast and Southeast, refer to these products as "soda." In the Midwest, on the other hand, the common slang term is "pop." It may seem trivial, but employing the right slang terms and other regional terms can mean the difference between someone really keying into what they hear in your ad and tuning it out altogether.
Keep Featured Snippets Short
One of the key elements to online searches right now are featured snippets. These are typically listed near the top of visual SERP pages and are designed to offer a quick answer to your questions. When it comes to voice search, you not only need to optimize your featured snippets with the right language and long-tail keyword phrases, you need to keep it short. Consumers don't want to sit and listen to search results read out that take several minutes. Searchers often want a quick, concise answer.
Finally, remember to keep testing your ads and online content to ensure your voice search content is performing optimally. Examples include playing around with different questions, long-tail keywords, the use of regional slang terms, and even testing how your ads perform on different smart speaker devices to see if there are particular weaknesses in your content's performance.
Read More: eBook: The Smart Speaker Revolution