Voice Search and Adwords

by Trix8
4 replies
  • PPC/SEM
  • |
Hi There,

Do you know if its possible to optmise the adwords campaing in order to appear in the "position zero"?

If so when you are doing a search with your Google Home and you get an answer does the user know that this is a paid result?

Anyone knows this?

Thanks,
T
#adwords #search #voice
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  • Profile picture of the author LucidWebMarketing
    "Position zero"? Please explain what you mean.


    There is of course no position below one. However, Google Shopping campaigns don't show a position and show zero, maybe that's what you mean. Also occasionally, the data is corrupted or incomplete where the position shows as zero but I'm sure that's not what you are talking about.


    Not having a Google Home, I have no idea if ads are served or how. I assume they are audio ads. Looking at my search terms report, I see a few "hey google" and "ok google" but maybe that's just the way some people type their query in Google. Most curiously show a position of one and a few a position of zero, all of them show a click, so who knows, maybe my ads got served on Google Home.


    Another strange thing I see in the data is that the cost of every click is the same for the same ad group. I need to investigate this more.
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  • Profile picture of the author jamesandersonicb
    You should optimize your content in this way that your add rank against voice search.
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  • Profile picture of the author Sevan Rudolf
    Voice search is touted to be the next big thing in the search marketing space. As people increasingly move away from touch and click-based engagement to voice-based engagement, text searches are being replaced by voice searches. This behavior significantly impacts SERP (Search Engine Results Pages). When you type in a search query, the search engine typically throws up multiple search results. Voice Search changes that. Siri/Google/Cortana/Alexa deliver one single result to answer the user's query. In search lingo, that is defined as 'position zero'.

    Position Zero tends to use featured snippets to answer queries. Listicles, definitions, comparison tables, YouTube demos, tables, and charts are some of the content types that are more likely to get featured. Formatting, use of long-tail keywords, and style of writing can influence what search engines consider worthy of a snippet.
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  • Profile picture of the author dburk
    Hi Trix8,

    Generally speaking, the "position 0" snippets are rarely if ever presented on searches with high commercial intent. As a result, they almost never compete with paid ads for space on the SERP.

    In most case the featured snippets appear on queries that ask "questions" that have little or no commercial intent. The featured snippets always come from the organic results, at least all the ones I have ever seen have been organic results, and have little or no commercial intent, therefore no real incentive for advertiser to bid on those terms.

    If anyone has seen featured snippets on a keyword with high commercial intent, please let me know. I think it is feasible to see a featured snippet on DIY projects that may have moderate to low commercial intent. Have you guys seen that yourself?

    HTH,

    Don Burk
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