Conversational search has been around for a while now, and although that has not immediately changed the paid search landscape, I believe that in the near future it will, and I’m going to run through why I believe that to be the case. The questions I’m asking in this blog post are why does it need to change and what will that mean for paid search?
Our existing model is simple. We display relevant ads based on the search terms used and attempt to match user intent to our products and services. Short head-terms provide a high volume of searches but, with less information in these short queries, we can’t match the query to a specific product. Middle to long-tail keywords are more specific, so we can take them to highly relevant products or services, but volume is usually less.
Take the example of a search for ‘jewellery shop’. Where ‘conversational searches’ build off the original query, without re-stating the original keyword, this starts to cause problems for paid search as it stands, in that there are multiple signals that are not currently supported in the infrastructure, but more crucially there is a lack of a discernible keyword after the initial search.