Despite early bets on Amazon’s Alexa, Diageo doesn’t have a voice strategy. The alcohol maker is, however, shifting some of its focus to conversational, long-tail search terms.
Diageo is laying the groundwork for when a large part of its search buying is for voice rather than text, or rather based on the meaning behind a query instead of a specific keyword. Much of Diageo’s early voice search efforts involve brainstorming what naturally spoken questions may be asked about its brands, especially because there’s a chance that cost per click could rise if there is only room for one paid search placement.
Bidding strategies aside, Diageo is also considering the feasibility of producing variations of ad copy that deliver the best possible answers. If someone asked for a Moscow mule, for example, not only would Smirnoff need to have copy in place to answer the query, it might also need copy ready if the next question were “What vodka should I buy?” or “What ingredients are in it?”
Read more at Digiday: https://digiday.com/marketing/diageo-planning-voice-based-search/
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