With the rise of voice search (Siri, Google Now, Cortana), the language people use on Google is evolving. Searchers are replacing keywords with questions, and experts project that voice searches will make up the majority of all searches by 2020.
For example, instead of searching for "plastic surgeon beachwood oh," people now tend to search for: "who is the best plastic surgeon near me?"
Most clients who hire me for consultations or management haven't adapted to these changes in their Google ads strategies. The text of their ads are keyword-focused and don't read conversationally, like this one:
Time and again, when running split-tests for their ads, incorporating more natural language into the ads increases click-through-rates.
This version of the ad uses natural, conversational language. Notice how it doesn't capitalize all the first letters because that reeks of marketing. It makes an assumption (that they're traveling to the US) and doesn't even use the keyword "travel insurance." Yet this ad is outperforming the first, keyword-focused ad!
Have you tested more natural language in your ads? If so, what were the results?