Caryn Clark

Why You Need to Prepare for Google Video Ads in Search Results with Strategic Voiceover

January 7, 2025 by Caryn Clark

The idea of video ads potentially appearing in organic search results fascinated me as a voiceover actor when I was writing my last blog. With the rise of influencer-driven marketing on platforms like YouTube, TikTok, and Instagram, it’s not hard to imagine Google capitalizing on this trend for search results as well. With 8 billion searches a day (that’s 96,000 every second!), the opportunity for brands to leverage video ads tied to specific searches could be huge. But here’s the thing: while this might be in Google’s pipeline, brands should be optimizing their video strategies now, not waiting for Google to make their move. Let’s dive into what that looks like, shall we?

The current landscape of Google ads

We all know Google Ads are already a powerhouse for digital marketers. But text-based ads, display ads, and shopping ads have become old news in a world where short-form video reigns supreme. Brands today aren’t just serving one ad—they’re targeting consumers repeatedly through cookies, presenting multiple opportunities to address specific buyer concerns at different points of their journey. This opens the door for highly strategic video funneling that aligns with the awareness, consideration, and decision phases of the buyer’s journey. Scrolling through TikTok or Instagram, it’s clear that attention spans are shorter than ever, and video captures more engagement than static content. Adding video to search results could revolutionize how brands connect with their audiences—and, more importantly, how they sound.

Google’s video ads in search results – is it happening?

Here’s the scoop: Google recently confirmed they’re testing video assets in search ads with select customers:

According to a spokesperson, “We’re running a small pilot with select customers that feature advertiser-provided video assets on Search ads. We don’t have anything to share beyond that, but I can keep you informed as this evolves on our end.”

Search Engine Land article breaks down a little more:

What’s been seen in select user accounts:

A “Video” option now appears in the Assets section of Google Ads.
Clicking the option leads users to the familiar “Add Video” screen, streamlining the upload process.

What to watch for:

Performance metrics for video assets compared to traditional text and display ads.
Potential new tools or features accompanying this rollout in 2025.

According to Search Engine Land, this feature isn’t widespread yet, as advertisers in the UK, U.S., and Europe haven’t seen it in full release.

Translation? The video advertising landscape may be getting a lot more dynamic. Brands need to be thinking ahead, not just about their visual strategy, but about their auditory one as well. If video ads become standard in search results, voiceovers could help take that brand’s message from “meh” to memorable. And if you’ve got those videos ready to go? You don’t have to gear an entire new campaign and budget to producing search-friendly ads. (Just saying.)

Why voiceover matters more than ever

Imagine you’re a consumer scrolling through search results. You’re researching a product, maybe something you’ve already seen pop up on your favorite social media feeds. Suddenly, a video ad catches your eye. The visuals pull you in, but it’s the voice that seals the deal. And it doesn’t just happen once. Over a strategic video ad release, you become familiar with this voice and that familiarity resounds every time they hear that ad. The right voiceover will elevate an ad by connecting with the viewer on an emotional level—whether it’s conveying trust, enthusiasm, or relatability.

For big brands, this is where the magic happens. Voiceovers are the unsung heroes of video ads, giving personality and credibility to products while guiding viewers through their decision-making journey. Your audience will relate to a well-chosen voice, turning curiosity into clicks, and clicks into conversions.

Rethinking your video marketing strategy for the buyer journey

Much like how consumers encounter a variety of videos on social media while researching a product, brands should think strategically about how video advertising integrates into the buyer’s journey (and how that journey might occur on every platform as a user searches or encounters their ads). What if your video ads, guided by intelligent keyword targeting and cookie data, could solve specific buyer pain points while reflecting what your audience is already searching for?

Mind. Blown.

Consider these tips for preparing for video in search (and optimization in general):

Keyword-Driven Content: Focus on creating videos that target what your audience is actively searching for. For a toy brand, it might be “STEM gifts for kids,” while an automotive brand could explore “family-friendly SUVs.” Tailor your voiceovers to align with the tone and intent of these searches. You can even include these words in your script so that your captions show them.
Audience Resonance: Who is your ideal buyer, and what kind of voice would they relate to? A playful, energetic tone might appeal to parents shopping for toys, while a confident, knowledgeable voice might attract buyers researching new tech products.
Evolving the Buyer Journey: Video ads should meet your audience where they are in the funnel. Awareness videos should capture attention, Consideration videos should build trust and answer questions, and Decision-phase videos should compel action with clear, persuasive messaging. And those keywords will vary based on where they are! “Family friendly SUVs” might switch to “Kia Sorento vs Toyota Highlander features” which might then become “Kia vs Toyota Dealer Incentives”.

By focusing on these elements, you’re not just preparing for a hypothetical future with Google video ads—you’re refining your current strategy to drive results right now based on what the algorithm has and will always favor – the needs of the user and what they’re looking for. And with the right voiceover, your videos can become an integral part of how consumers move from search to purchase.

The Bottom Line

The evolution of Google’s ad platform is inevitable, and video ads in search results could reshape how brands engage with consumers. But why wait for tomorrow? By refining your current video advertising strategy—targeting smarter, speaking clearer, and connecting deeper—you can maximize your performance on every platform that you’re already advertising on. And when the future arrives, you’ll be miles ahead, with voiceovers that turn every view into a valuable interaction.

Need help getting started? Let’s chat! I’m here to help you craft the campaigns that drive results and make your brand unforgettable.

Could High-Impact Voiceover in Automotive Advertising Help Dealers Recoup Sales Slowdown?

January 6, 2025 by Caryn Clark

Buckle up, advertisers! High impact voiceover in automotive advertising can help recoup sales. The race for consumer attention is hitting top gear, and automotive brands should plan to rev their content marketing engines with high-impact messaging to stay ahead of the competition. Standing out today isn’t just about flashy visuals— voiceover in automotive advertising is about creating relatable content your audience wants to participate in, from the first test drive to signing on the dotted line.

Recently, a statistic caught my eye: Nearly 37% of online leads for dealerships are lost due to missed follow-ups and CRM entry gaps. (LLCBuddy.com) That’s a large number of opportunities slipping through the cracks—especially in an industry where every lead counts. This got my wheels turning: How can automotive advertisers better connect with buyers through every part of their journey with the help of high-impact voiceover talent?

The Buyer’s Journey: More Than Just a Funnel

The buyer’s journey—Awareness, Consideration, and Decision—is a cornerstone of marketing strategy. But too often, dealerships focus heavily on Awareness through branded video ads, leaving the Consideration and Decision phases underdeveloped. What happens after a prospective buyer sees your ad? Are they met with relatable, engaging touch-points or overwhelmed by impersonal bot calls and spam texts?

Let’s face it: consumers today are navigating an advertising traffic jam, with 4,000 to 10,000 ads vying for their attention daily (Forbes). To cut through the chaos, dealerships need to craft smarter follow-ups and retargeting that feel less like road rage and more like a guided and serene scenic drive.

Enter: voiceovers that turn mundane marketing into a smooth, engaging journey for consumers.

Voiceover as the Bridge

High-impact voiceover is like a GPS for your audience—it transforms generic ads into relatable experiences that guide buyers confidently through their decision-making process. Think of it as the difference between a pushy salesperson and a trusted co-pilot who’s got your back.

I did a little digging on where video marketing is going when it comes to display ads, and here’s something worth mentioning: Google is testing video assets in Search ads with select customers. According to a spokesperson, “We’re running a small pilot with select customers that feature advertiser-provided video assets on Search ads. We don’t have anything to share beyond that but I can keep you informed as this evolves on our end.” Imagine pairing this innovation with voiceovers that make these videos more compelling—a match made in marketing heaven! https://searchengineland.com/

By leveraging tools like cookies to track user engagement, dealerships can retarget potential buyers with customized video ads tailored to their interests—whether they browsed compact SUVs or luxury sedans. It tells a story they can relate to, rather than showing the same car driving along the road with different video angles or talking features and horsepower.

Rethinking Follow-Up Strategies

Why settle for the same old same old? Many dealerships are cruising along without fully harnessing their digital tools. Sales and marketing professionals talk so much about blending sales and marketing in their “smarketing” lingo, but what we really need to be doing is integrating branding and content personalization to really take campaigns to the next level. Imagine sending video emails that feel personal—a voiceover talent addressing buyers by name and offering tailored insights more specific to their needs as a buyer. A run of several different videos geared towards different types of consumers can make a huge difference when it comes to whether or not that person might consider a vehicle – or, your dealership over another dealership.

Closing the Gap Between Ads and Sales

The car-buying process doesn’t end when a lead submits their contact information. With relatable, voice-driven campaigns that integrate seamlessly into every stage of the journey, dealerships can bridge the gap between online engagement and in-person sales.

Personalized voiceover content pieces are like a turbocharger for your campaigns—they build trust, reduce lead attrition, and keep your sales engine running smoothly. By shifting gears to a voice-driven strategy, and creating more personalized, data-driven content, automotive advertisers can transform fragmented experiences into one seamless, buyer-friendly journey.

Are you ready?

If you’re planning your 2025 automotive ad strategies, let’s collaborate to create campaigns that truly resonate. Together, we can craft customized, proactive strategies to engage your audience at every step of their journey.

Consumer attention is harder to capture than ever. With a thoughtful approach and the right voice, you can make a lasting impact. Let’s make it happen. I can help with voiceover and video production connections. Reach out today—I’m ready when you are!

Choose Your Fighter: Confident and Relatable Female Voiceover Wins in Automotive Advertising

December 17, 2024 by Caryn Clark

I’ll admit it—I couldn’t resist the nod to the viral Mortal Kombat reference. But hey, it’s relevant here!

Choosing the right voiceover for your automotive commercial isn’t just about picking a “voice.” It’s about choosing a persona, someone who will connect with your buyers and make your brand memorable.

Voice actors can adapt their voice to fit many styles. But choosing an individual who actually influences your market? That’s when your brand starts firing on all cylinders.

Let’s be real—automotive ads have long been dominated by deep, authoritative male voices. But here’s the twist: when it comes to automotive advertising for trust-forward brands, a confident, relatable female voiceover can be the secret weapon to really speak to today’s car buyers.

Why? Let’s break it down:

Women Drive the Car Market (Literally)

Women buy 54% of all cars and influence a whopping 85% of vehicle purchase decisions.

That’s right—when it comes to deciding what car gets parked in the driveway, women really are in the driver’s seat.

And what do many women value when car shopping? Safety, reliability, and affordability. This isn’t about turbo engines or drag races—it’s about finding a car that fits into everyday life, protecting your family, and aligning practicality with emotions.

A female voiceover who feels reliable to your audience can drive those factors home, so your commercial (and your vehicles) build trust. It’s like having a friend tell you, “Hey, this car is perfect for you,” instead of a salesperson grunting over horsepower and turn radius.

Relatability Is the Name of the Game

Relatable commercials resonate. People want to see (and hear) themselves in the brands they buy from. And for automotive brands that emphasize reliability, practicality and dependability, a confident and relatable female voice is the right match. This voice will change your advertising from pushing a product, to making it about connecting with buyers.

Think of it this way: a relatable female voice can feel warm, approachable, and even fun. That’s the kind of vibe that makes people stop scrolling, pay attention, and actually feel good about your ad. Which, let’s face it, is value in itself when consumers are served so many ads in so many different formats every single day.

Time to Flip your Script

Automotive advertising was stuck in the same gear for a while: a fast car zipping through the mountains, with a deep commanding bass voice uttering the tag line annnnddd cue… dramatic pause at the end.

Let’s change up the way we advertise to savvy automotive consumers, and create relationships through your brand.

If your brand is about community, family, reliability, safety, or value, switching to a female voiceover isn’t just refreshing—it’s smart. Imagine your automotive commercial with a more confident, upbeat, warm, relatable tone that makes safety features and fuel efficiency feel exciting instead of cold, boring technical statistics. That’s the power of a great female voice: it can bring personality to the table, and begin to create a relationship with your customer.

More Than Words

The magic of voiceover isn’t just what’s said—it’s how it’s said. A relatable female voice can hit the right notes with warmth and authenticity that makes your audience think, “This brand really gets me.”

When you’re talking about safety, reliability, and affordability, you need a voice that doesn’t just recite the features and price incentives, but one that highlights the benefits in a way that feels personal. An authentic conversation with the consumer can make all the difference.

Closing the Deal

In a world where women dominate car-buying decisions (and really, most every other purchase around), it’s time to change the way we advertise to them. A confident, relatable female voice brings a fresh perspective to automotive ads, helping brands connect with their audience on a deeper level.

When you’re ready to rev up your advertising with a fresh, relatable voice that connects with today’s buyers, let’s chat. I’d love to show you how my voice can drive your brand further.

Voiceover Styles Children Relate to Best

November 29, 2024 by Caryn Clark

When major brands enter new geographical markets, they’ve got to make a splash. The revolutionary new (to us) children’s’ toy, Yoto, has entered the United States market recently, now in all Target stores in the US. Just in time for the holidays! Make no mistake, Yoto knows how to cast voiceover styles so children can relate to their products, learn, and most of all, have fun!

The Yoto Player is a children’s audio player focused on keeping kids off screens and engaging audio play. Whether it’s an audio book, games, trivia or learning, Yoto is making a massive positive impact in the children’s toy market.

This summer, they engaged with me to provide voiceover for a set of their player cards, called “The Ultimate Disney Quiz” cards. A high energy, upbeat voiceover synonymous with Disney needed to make the audio fun and engaging… and that’s definitely my wheelhouse.

The recording sessions spanned two sessions over two days, working with wonderful colleagues at Yoto in the UK and Disney in Europe, to ensure everything was perfect. Where was I? Here in Florida, in my broadcast quality home studio, where I recorded the audio.

While they’ve already developed many partnerships with many creators, authors, and musicians (they just launched a series of Elton John cards!), The YotoxDisney partnership is sure to entice the fanatical following of Disney fans, including kids, of course- who, let’s face it, are already some of the biggest influencers in parent’s buying space (link to kids advertising infographic blog).

To captivate this influential young audience, the choice of high energy voiceover talent is crucial—not just for grabbing attention, but for fostering an emotional connection. According to research, 66% of video viewers prefer female voices over male, associating them with traits like friendliness, trustworthiness, and approachability. Pairing this with upbeat, high energy delivery in a voiceover actor (like me!) transforms passive listening into active engagement—a hallmark of great learning and fun for children.

Voiceover as a Marketing Superpower

It’s not just about delivering information; it’s about sparking curiosity and joy. Children are naturally drawn to playful tones and dynamic energy, which can evoke a sense of wonder. This isn’t about manipulation but rather what Guy Kawasaki (an influential engagement marketing veteran) refers to as creating “enchantment.”

In his words:

“Enchantment is about delighting people with a product or service. It’s the outcome when you achieve a great emotional response.”

For Yoto, this emotional response comes through audio that feels alive—be it through quizzes for the entire family to play together, or audiobooks narrated with the kind of enthusiasm that pulls children into a story. Playful marketing, anchored in engaging voiceover work, is key to ensuring kids not only fall in love with the toy (and learning!) but also remember the brand every time they hear a familiar tone or phrase.

The Disney Connection: Storytelling and Delight

Walt Disney himself believed the essence of delight lay in storytelling.

He said, famously:

“Do what you do so well that they will want to see it again and bring their friends.”

Yoto’s collaboration with Disney aligns perfectly with this philosophy, using vibrant, spirited voiceover to bring their iconic stories to life. This approach doesn’t just sell toys—it creates an experience kids want to relive over and over, building brand loyalty rooted in joy.

Female voices have the magic touch!

Why female voiceover? Beyond the trust factor, female voiceover artists often excel at conveying warmth and approachability. This is especially important for children, who respond to energy and tone more than content itself. An upbeat, animated delivery paired with empathetic tone creates a bridge that makes the experience not just fun, but memorable.

When they make the choice of high-energy, playful female voiceover talent, brands like Yoto aren’t just selling products—they’re crafting moments of delight. These moments translate into enduring brand love, as parents and kids alike see the toy as more than just a device, but as a gateway to family connection, learning, and creativity.

In the end, it all circles back to creating customer delight. Playful voiceover can be the first touchpoint for children, setting the tone for how they perceive a brand. When done well, it creates an emotional resonance that keeps them—and their parents—coming back again and again – which is what will keep a brand like Yoto successful for years to come.

Tips to Make it Easy for Your Customer to Buy from You

November 22, 2024 by Caryn Clark

I’ve been doing a little holiday shopping this week, for client gifts and presents for family, and wanted to offer some tips to make it easy for your customer to buy from you.

I’ve visited a lot of web sites, looking at all the options for the specific gifts I’m thinking about giving. I prefer to shop local; not necessarily local to my town or geographic area, but at least, within someone’s town! In other words, I prefer to make my purchases with small business owners in the US.

Here are a few tips for making shopping on your web site easy, pleasant, and fun for your customer:

1. Allow them to sort the options in as many ways as possible. Cost from lowest to highest, highest to lowest, sale, alphabetical, with or without certain characteristics.

2. Offer as many pictures as possible of the said product, from all the angles.

3. Give the measurements of the product (length, width, height), and the weight if it’s not obvious. Your customer is most likely shipping this purchase, and might like to have an idea of what it weighs.

4. Make reviews readily available and easy to access. We are a people who purchase based on other peoples’ experiences, and we NEED the reviews.

5. Be as descriptive as possible when creating the listing – tell us what the combination of scents are, the types of colors, and all the juicy details so we can paint a picture in our minds and noses.

6. Create a short one to two minute video of you and your husband, business partner, kids… explaining the evolution of your small business – how you conceptualized it, why you started it, how it’s grown, and how you hope it will help others. I encountered such a video today, and it was wonderful to get to “know” the people I was purchasing from. It made me feel good to know I was helping another family live their dream, by making a purchase with them. (PS: if you need a voiceover for this video, I’d be happy to help!)

Hopefully, you find these tips to make it easy for your customer to buy from you are helpful! I’d love to hear if you have any other tips or ideas for small business owners, and how they can help make shopping easier and more delightful for their customer. Ping me at caryn@carynclark.com if you do!

PS: Here are a few of the people I’m purchasing from this season. Check them out.

Stamped with Love Custom Stamps

Gather Beverages – consciously crafted herbal, functional elixirs designed to elevate your cocktails

WeMadeBoutique on Etsy

Reaching Kids with Voiceover – 6 Surprising Statistics

November 22, 2024 by Caryn Clark

When it comes to reaching children, brands are working hard at breaking the algorithm that will help them fall in with what is arguably America’s most influential voiceover advertising demographic – kids! While we’ve broken down a lot of statistics about how women shop and women being the biggest influencers and decision makers in shopping, we can’t forget that the little ones we women shop for have a huge influence over us. Here are some surprising statistics in regard to reaching kids with voiceover.

My recent blog on using holiday voiceover advertising to reach women through children really unlocked a lot of important information as to how women make shopping decisions based on our kids.

Check out the infographic below for even more statistics about voiceover advertising to kids you may not have considered:

On average, children ages 8-12 spend 4-6 hours per day on screens.
Teens can spend up to 9 hours per day on screens, on average.
Ads incorporating a sense of magic or playfulness led to a 60% increase in engagement compared to traditional ads
Nearly 70% of parents have purchased products that their children saw in digital ads.
Research shows that children respond more positively to female voices, associating them with nurturing and trustworthiness.
Humor, catchy jingles and a playful tone are top ways to build positive associations in children.
Kids consume 1 billion hours of content on YouTube every single day.

Here’s the visual for you:

To reach kids in voiceover advertising, it’s more than meeting them in the places they’re at – but delivering the tone that resounds with them.

Make sure you have the right voiceover talent on your side to help you execute campaigns with impact.

Wanna chat? Reach out! Talk/Text: 239-634-5039 or Write: caryn@carynclark.com