Optimizing ad copy for voice assistants is becoming an increasingly important aspect of digital marketing as voice-activated devices like Amazon Alexa, Google Assistant, and Apple Siri gain more popularity. Voice search and voice-activated interactions are fundamentally different from traditional text-based search, so it requires a shift in how advertisers think about and structure their messages. To succeed in this new paradigm, marketers need to tailor their copy to be conversational, concise, and optimized for voice queries.
Here’s how to optimize ad copy for voice assistants:
1. Write Conversational and Natural-Sounding Copy
Voice search is based on natural language processing, meaning users tend to phrase their searches in a more conversational way. To optimize for voice, your ad copy should sound natural and reflect how people speak.
Best Practices:
- Use natural language: Write ad copy that sounds like a conversation between two people. For example, instead of “Buy shoes here,” you might say, “Looking for new shoes? Check out our top picks!”
- Simplify sentences: Since people don’t speak in complex, long-winded sentences, make your copy easy to understand in one breath. Keep it short, direct, and to the point.
- Avoid jargon: Use simple, everyday language that your target audience can easily grasp.
Example:
- Before: “Exclusive offers on premium footwear. Browse now to get limited-time discounts on various styles.”
- After: “Looking for new shoes? Get great discounts on all styles today!”
2. Focus on Action-Oriented and Question-Based Phrasing
Many voice searches are phrased as questions or commands. Optimizing for voice means thinking about what users might ask their voice assistants, and then framing your ad copy accordingly.
Best Practices:
- Answer common questions: Include phrasing that answers questions users may ask. Think about “What,” “Where,” “How,” and “Why” questions related to your product or service.
- Incorporate commands: People might say, “Find me the best restaurants,” so your ad copy should include phrases like “Discover the best” or “Get directions to.”
Example:
- Before: “Our software helps businesses grow. Start your free trial today.”
- After: “Looking for a way to grow your business? Start your free trial today with our easy-to-use software!”
3. Make Your Value Proposition Clear and Immediate
Voice search is often used for quick answers, and users expect immediate results. When optimizing ad copy, ensure your value proposition is clear right away and front-loaded in the copy.
Best Practices:
- Lead with benefits: Start with the most important benefit or unique selling point (USP) right at the beginning. Don’t bury key information in the middle of the copy.
- Use numbers: People respond well to specific details, like percentages or clear dollar amounts, as these are easy to understand quickly.
- Avoid unnecessary words: Since voice searches tend to be more concise, don’t overload your ad with extra information. Keep it lean and focused.
Example:
- Before: “We offer a wide variety of streaming services with high-quality resolution and a broad selection of content. Sign up today.”
- After: “Get access to thousands of movies and shows with the highest quality streaming. Start your free trial today.”
4. Use Keywords That Reflect How People Speak
When users ask voice assistants for something, they don’t always phrase it in the same way they would type a query into Google. Optimizing for voice search means using keywords and phrases that are more natural and reflective of spoken language.
Best Practices:
- Incorporate long-tail keywords: Voice queries are often longer and more specific. Use phrases that reflect these kinds of questions or requests, rather than just short, generic keywords.
- Consider local search intent: A significant portion of voice search queries are location-based. Incorporating phrases like “near me” or “local” can help capture people searching for nearby businesses or services.
- Use more conversational keywords: Think about how a user might phrase a query aloud versus how they would type it. Voice queries often start with “What’s,” “Where’s,” “How to,” and “Can I.”
Example:
- Before: “Best seafood restaurant”
- After: “Where’s the best seafood restaurant near me?”
5. Incorporate Clear, Compelling CTAs (Calls to Action)
Voice assistants are often used to help users take immediate action, whether it’s finding information, making a purchase, or getting directions. Therefore, your ad copy should encourage immediate action and make it easy for users to follow through.
Best Practices:
- Be direct: Use actionable phrases like “Order now,” “Find out more,” “Get directions,” or “Claim your offer” to encourage users to take the next step.
- Match voice assistant functions: If you’re using Google Assistant, Amazon Alexa, or other platforms, make sure your CTA corresponds with what users can do through that voice assistant. For example, if it’s an ecommerce brand, you might include “Order from our store now.”
Example:
- Before: “Sign up for our newsletter to receive exclusive offers.”
- After: “Want to save on your next purchase? Sign up for exclusive offers now!”
6. Optimize for Local Search and Context
Many voice searches are locally focused, such as finding nearby businesses, getting directions, or asking for local recommendations. Ensure your ad copy is optimized for location-based searches by including local terms and context.
Best Practices:
- Include location-based keywords: Use phrases like “near me,” “in [city name],” or “local” to target users searching for services nearby.
- Address specific needs based on location: If your business operates in certain areas, include geo-specific content in your copy to cater to local users.
Example:
- Before: “Order pizza online.”
- After: “Craving pizza? Order from the best pizza place in [city name] now!”
7. Structure Ad Copy for Quick, Easy Responses
Voice interactions are generally quick and conversational. Therefore, your ad copy should be optimized for concise, immediate responses. Focus on providing the necessary information fast, especially when users expect quick answers.
Best Practices:
- Use the 5-7 second rule: Aim to provide your main message and call to action in the first few seconds. Users are unlikely to listen to long-winded ad copy.
- Ensure clarity: Avoid any ambiguity in your messaging. Since there’s no visual component, users rely entirely on what they hear.
Example:
- Before: “Our online store offers a wide variety of furniture, home décor, and more. Browse through our site to find the perfect pieces to complete your home.”
- After: “Looking for new furniture? Browse our best-selling pieces today!”
8. Ensure Compatibility with Voice-Activated Platforms
Each voice assistant platform (Google Assistant, Alexa, Siri) has its own unique functionalities and limitations. When optimizing for voice assistants, it’s important to ensure that your ad copy fits seamlessly with the platform you’re targeting.
Best Practices:
- Test across platforms: Ensure your ads perform well across different voice assistant devices. For example, some platforms may allow users to place orders directly, while others may provide basic information or directions.
- Align with voice assistant capabilities: For instance, Alexa has features like “Skills” (app-like features), while Google Assistant might offer more local-based information. Tailor your ad copy to make the most of these features.
Example:
- Before: “Visit our website for exclusive offers.”
- After: “Ask Alexa to play our latest deals!”
9. Test and Optimize Regularly
Voice search is an evolving field, and voice assistants continue to improve in understanding natural language. Regularly test how your ad copy performs on different platforms and adjust based on user feedback and analytics.
Best Practices:
- Track performance: Use data from voice assistant campaigns (such as response rates, click-through rates, and conversions) to understand what works and what doesn’t.
- Iterate: Continually test different voice-optimized ad variations to see what generates the most positive responses.