In the 80s, desktop computers ruled. As internet usage surged, powerful search engines were introduced. Technology is getting more user-friendly every year. Today, we’ve got smartphones with touch screens. Are Voice Ads the next step?
Search engines continue to become more powerful. With them, advertising and digital marketing technology evolve. Computer technologies and intelligent software innovation continue to progress. Still, individuals are waiting for harmonious, uninterrupted interaction. People want control over their smart devices.
Google, Apple, and Samsung have voice recognition technology. This has existed for years. You can push the microphone icon and search, type, and interact with voice commands.
Amazon introduced its “Echo speakers Alexa” in 2014. Alexa is a voice-controlled personal assistant. Within two year, Google launched Google Home. This product has a built-in Google Assistant and hands-free smart speaker. Since its introduction, it continues to evolve. The technology has daily updates. Could Voice Ads be applicable to Google Home’s future?
Google Home allows you to play music and video playback. You can search through the engine with voice command — hands-free! You never have to take out your phone or stop what you are doing.
Coming back to Amazon’s Alexa, a device proficient in doing many things. It enables smart speakers to play music, shop online, order, and search the web. You can ask Alexa to create a to-do list or give you an update on the weather. Alexa can even govern other smart-home devices.
Since its launch, it continues to improve. Abilities in music, smart home, and digital assistant have advanced (Amazon Echo, Echo Dot, Echo Plus, Echo Show.)
Voice Ads are hyped to replace future visual branding and advertisement. If not replace, at least compete with other sources of marketing like audio-video and visual. However, voices advertisements may not be as effective. Audio-visual advertisements are more ubiquitous. But marketers and experts are building more user interactive services. Technology may prove that Voice Ads are the next big thing in digital marketing. Here are some ways that Voice Ads can change the advertising world.
Monetized and Sponsored Voice Ads on Google:
Google is a dominant ad company. Its interest in Voice Ads is pretty apparent and more noticeable after its Google Home launch. Ads — especially sponsored ads — already barge in to value user experience. Google was recently criticized for written search in bringing their products first which Google has denied. In this scenario will Google be able to make voice ads next big thing.
Jason Spero is the vice president of performance media at Google. Last year, he gave an interview to The Drum talking about the concerns and hopes for future Voice Ads. A Google survey of 3000 people suggests that 42% of users used voice on a daily basis. But still, according to Spero, there are barriers to make the technology of voice search as pervasive as written. The survey states that 57% of the users want voice search to recognize more complex commands. With that change, they’re more prone to use voice-recognizing search engines. The other half– 58%– demands more comprehensive results.
Further, Spero has confidence that, as technology advances, more search engines will use Voice Ads. Security concerns create limitations from the user perspective. The Google Home device is constantly listening to the chats in its vicinity. Therefore, this ‘always on’ concept has private data risks and hurts the privacy of users. Therefore, according to Spero, the same rules would be applied as they are text.
Concerns and Hurdles:
Much had to be done in advancing voice-recognition technology. Still, there are some concerns and issues from the user end and server end. Most of the customers get annoyed by the unwanted advertisements and offers they face when visiting websites. Then, what would it be like to have a voice advertisement? Today, internet users expect a more subjective experience rather than ads intruding all over the website and diverting attention.
Another hurdle is complex voice recognition. Voice input can never be the same as typed input. Voice has more intricacy. Dialects, inflection, and accents change the delivery of the information.
Voice ad spend is a concern because the audio-visual combination is easily recallable vs. voice ad with no visual component.
David Pierce in his article ‘Wired’ states, “as you embrace this chatty-computer future, you begin to see its limitations. Sure, you can book a flight with your voice. But it’s so much easier when you can see the price chart. Although you can set six timers, can you remember which one just went off? Voice-only games are fun, but not as fun as a game you can see and touch.”
Hopes for the Next Big Thing:
There are hurdles and concerns when it comes to Voice Ads and searches. But, there are some definite future goals for marketers, consumers, and users. People are waiting for a seamless experience where they can shop, order, search, browse, and engage. A perfect combination of technology, consumer demand, privacy control, and search history can lead to this Next Big Thing. Perhaps it will be voice ads.
Product listing ads are online advertisements also known as Google shopping ads. PLA ads are reachable by e-commerce websites. This type of ad is cost-per-click and can be purchased through Google AdWords. Merchants purchase product listing ads because they only pay when users click. They don’t have to pay to sign up for ad networks. Therefore, this ad network is the most popular worldwide. But, there are also various smaller ad networks available.
How does it work? Here’s an example: A user searches for a yellow cap. If you target this keyword with your PLA, it appears on the side or above the search results. Google PLAs look like an organic search result.
Why use Product Listing Ads
- Product Listing Ads can be used alongside AdWords. This strategy obtains a significant share of the paid search results. This can be acquired by using both standard ads and product listing ads.
- To remain competitive, e-commerce websites cannot afford to ignore PLAs. The traffic generated through product listing ads is rising at an exceptionally fast rate.
- Due to lesser competition, product listing ads can enjoy a low cost per click (CPC). PLAs also have low cost per conversion.
Difference between Product listing ads and Google ads
You create and manage both Google ads and Product Listing Ads in AdWords. But, there is a section for Google shopping in the AdWords interface. This is where you will handle your PLA`s.
- Google shopping ads are only for online brand selling products. Whereas, Google ads can be used by different organizations and companies from retail businesses to blogs.
- The fee system for PLAs is based on the group you bid on (product categories or products). The cost of AdWords is based on keyword.
- You can bid on a category like “caps” or “caps under $30” in a product listing ad.
- You can bid on keywords like “buy the yellow cap for men” in AdWords ad.
Draw-Backs of Product Listing Ads
Product listing ads are only suitable for e-commerce websites because they have other drawbacks like:
- The sites have poor quality content.
- The industry is very competitive and may not produce enough return on investment (ROI) because of higher costs.
- It is difficult for a site to gain visibility as it only sells few products.
- Your ads will not show if your site is creating 404 pages.
How to increase ROI (Return on Investment)
- If your store starts selling more than 600 items, post more product listing ads. This idea can only work if you have a small store. But, a store with 5 to 10 items will not get much visibility until those products are exceptionally popular.
- As you learn how to use Google Shopping increase your budget successfully.
- If users leave your store within 10 seconds, Google will stop serving up your ads. Make sure the appearance and content of your online store are captivating.
- If your online store has small margins, then keep your budget low so it won’t blow your margins.
Link AdWords and Google Merchant
Create a Google Merchant and link it with AdWords to get started. Simply log into the Google Merchant Center account. Then, go to settings >> AdWords now type your AdWords ID and click “add”.
Shopping campaigns that are based on product data. Google will stop serving the ads if you remove the link to the account. By doing this you lose the ability to create any new campaigns in AdWords.
How to Set Up PLAs (Product Listing Ads)
Follow these steps to start creating your ads.
Step 1: Create an Account on Google Merchant Center
Simply go to the Google Merchant Center website and create a new account or signup for an existing account. Link the Google Merchant Center with AdWords by clicking the button in the upper right corner. Press the option “Account Linking.”
Step 2: Now Create a New Shopping Campaign
Go to Google AdWords >> Campaigns and select (+Campaign) button. Click on “Shopping” in the drop-down menu. This step initiates the shopping campaign.
Step 3: Create Campaign Name, Select Country and Select Priority
First, make a campaign name. Type it in the (campaign name box). Campaign type is already set to default (Shopping). Then, load settings from different options in dropdown. Select your country in the (Country of sale box) and Choose priority from low, medium, and high.
Step 4: Set Locations and Networks
(Google Search Network) is the default selected network. Choose the target country in your campaign. Or, you can choose the option to exclude the country from your shopping campaign.
Step 5: Set Up Your Bid, Budget and Delivery
You can select your bid manually and decide your budget. Hit save and continue button once you are completed.
Step 6: Setting Product Group
You can choose one product group or multiple product groups in the ad group creation option.
Step 7: View Your Campaign Status
Finally, complete all the settings and then view the status of your campaign in the main list.
Google Shopping ads are less frightening than they seem. As you import the product data into the system, it becomes simpler. It is up to you how you set up the budget. If you are new to Google Shopping ads, start with one product group. This strategy will make it easier for you to gain knowledge as you test out the platform. Notice which products aren’t performing. If you want to see the progress of your campaign, all the stats are in the dashboard. Pay attention to which products perform best.
It is difficult for business owners to afford advertising expenses for their products and services. Google has provided a solution to this problem by offering Google AdWords. AdWords is an inexpensive way to advertise your product. However, it is recommended to do some careful planning before entering into the interface. Otherwise, you can lose thousands of dollars.
What is Google AdWords
AdWords are keyword-based ads that you can see on the right-hand side of the Google page under sponsored links. Customers who search with keywords related to your product will see your product ad with the results of their search. You want to see your product’s ad high up in the ranking of the sponsored list. So, you have to spend on your campaign. The more you spend, and the more relevant your product, the higher it will rank. Google AdWords is a pay-per-click service. You have to pay Google when someone clicks on your ad.
These ads appear at the top of the page. They look like an organic search except for the discreet “Ad” written next to the site address. Google AdWords allow the owners of different products and services to reach the customers of any country with less contact.
Principles of AdWords
Pick keywords that someone is likely to search for in the Google search engine. Then, create an ad related to those keywords. Select the ad language and the geographical location you want to target with your ad. It is possible that you’re not the only one who is using the same keyword. You have to bid more than the rivals to get your advertisement on the top of the page. The more PPC (pay per click) you get, the more your ad will appear in search.
Create specific landing pages directly related to your ad. This step will maximize the chances for you to convert visitors into customers.
Google checks how relevant and suitable your advertisement is to the visitor and the keyword they used. Google also looks at (CTR) click-through rate of your ad. CTR is how many clicks you received previously and the relevance of your landing page. If your bid is less than your competitor’s, your ad still may have a chance to appear. If the quality score is superior, your ad could win the spot.
How Bidding Works
The price you are willing to pay for each click on your ad is known as (CPC) cost-per-click. You can pick a minimum or maximum bid amount. If you choose the automatic option, the AdWords interface selects the bidding amount within your budget.
There is also another method known as (CPM) cost per impression. In this method, you will pay Google for every 1,000 times your ad appears on the side of the page.
This process decides which advertisement will appear for that particular keyword and what will be the order of the ads. It is essential to know how an auction works:
- When a visitor search with a specific keyword the AdWords system finds all the ads related to that keyword.
- The AdWords system finds and ignores all those ads that are not eligible and targets a different country.
- The AdWords system only shows ads with a high ranking. Rank is a combination of quality, bid, and other formats.
- With highly relevant keywords you can still win the higher position at a lesser price.
- The process of an auction is continuously repeating itself. Every single search visitors made is a new auction. Due to this, the position of your ad fluctuates.
10 Ways to Increase the Sales and Win the Competition
- Selecting the right keyword is the first step towards success in Google AdWords. So make sure to select the relevant keyword for your product.
- Search the keyword of your product regularly on Google. If you see the fluctuation more often, change the keyword.
- Increase the chances of higher rank by organizing and designing the groups of keywords.
- Generate an efficient and attractive advertisement. Show the advantages of your product. Make it enticing.
- Set a unique bid to defeat your rivals.
- From mobile traffic take profit in AdWords.
- To achieve the objectives let Google AdWords set the bid automatically which increases conversion.
- Work on your display a make it attractive as possible to increase the chances of sales.
- Increase the performance of your ad by setting the campaign with manual settings.
- Frequently use RLSA (Remarketing lists for search ads) because it can increase both the conversion rate and conversion volume.
Shortcomings of AdWords
It is ironic to say that AdWords works so well. Research finds that 43% of customers are unaware of Google AdWords. Visitors can easily overlook search results depending on the screen quality or their eyesight.
- Google Shopping.
- Yahoo Bing.
- Search Engine Optimization.
- For e-commerce activities, Google AdWords could be utilized because the use of Google AdWords is beneficial to increase sales.
- Google AdWords is faster than both SEO and Yahoo Bing. This advertising platform uses multiple keywords at one time. The campaign can be on and off whenever the user wants. The ads on the top of the search page get immediate visibility.
- Ipsos (Partners of Google) completed a study across 12 verticals, right from retail to automobiles. The study concluded that the mind awareness increases by an average of 6.8% from search ads.