Hacking Adwords with Phonetic Searches

I want to begin by explaining that I have been a digital marketer for quite a long time. I run and operate many websites and have been a seasoned web developer for almost a decade. Throughout my digital marketing journey, I learned tricks along the way and wanted to share one of them.

Many by now must understand the importance of SEO and how positive organic search results can bring you leads. Since SEO takes time as a cumbersome process it is only logical that online business owners turn to Google Adwords. I mean, why wait or even hope for successful keyword ranking when you can simply pay Google and have your website at the top of the page for your search term. The obvious advantage is high ranking. The disadvantage is typically cost. Paying per click hurts especially when your prized keywords cost so much money.

The Trend is Mobile

No kidding. I mean who sits in front of their desktop computer to run searches on Google for a product or service? Those days are fading fast because people search phonetically on their mobile. Whether you use an Android or Apple phone you probably have spoken search terms to your smartphone mobile device out of convenience and speed. This is where a keen marketer takes advantage.

Phonetic Searches Differ from Typed Searches

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People do not type or write the same way they speak. We care not for proper grammar when we speak. This is why phonetic searches are different. For example, if I were to search for a mountain bike shop in Phoenix online I may type “mountain bikes Phoenix” in a Google search. If I wanted to search via my smartphone device I may say “find me a mountain bike shop downtown Phoenix”.

Now, let us compare the Adwords bidding price for these 2 keywords:

Typed search: “mountain bikes phoenix” = $0.68 per click

Spoken search: “mountain bikes downtown Phoenix “= unknown value

The fundamental difference between these 2 searches is volume. The typed recommended search has a recorded volume of 100–1000 searches. The phonetic search has such low volume it is unrecorded. But does the spoken search have buyer intent? Sure it does! The intent to purchase is probably the exact same. Now you may be saying to yourself the search value is so low that isn’t even worth adding to an Adwords campaign. Not true. To compensate for such low search volumes you now have to add many more phonetic searches.

The goal of creating a cost-effective Adwords campaign is adding as many phonetic search terms as possible. Building your Adwords campaign around this strategy will save a lot of your digital marketing budget while focusing on SEO and other marketing strategies.

Gerry Barja is a web developer and SEO specialist. You can visit the Twitter feed here. If you have any questions regarding digital marketing feel free to ask at the Quora page. Thanks for reading.

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