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How Voice Search and PPC Campaigns Can Go Hand in Hand


I’m Johnny, Passion’s PPC Executive, and I’m here to talk to you about how voice search and PPC campaigns can work together.

Voice search has become more and more popular over the past few years – even if you don’t necessarily use it, you likely know what it is. If you’re working in PPC (Pay Per Click), it’s especially important that you wrap your head around this relatively new phenomenon… after all, it’s a great addition to any upcoming PPC campaign.

If you want to learn some tips on how voice search, SEO and PPC campaigns can work hand in hand, you’re in the right place. Below are some of the best ways to optimise your PPC strategy for voice search.

Voice Search, SEO and PPC Strategies: How Do They Go Together?

Voice search is a technology that allows users to conduct searches verbally by speaking into devices such as Cortana, Alexa or Google Home. This function is particularly interesting because voice search queries are usually asked in complete sentences. While traditional search engine inquiries are often worded as incomplete sentences, such as ‘Eiffel Tower height’, voice searches tend to be conducted in full sentences: ‘How tall is the Eiffel Tower?’

Voice search is quickly growing to become a part of daily life for many people – in fact, a recent study found that 42% of people think that smart speakers are essential to their daily lives. If you want to keep up and stay ahead of the digital marketing game, this means that your PPC campaigns and SEO techniques need to reflect these changes.

Please don’t scream while using voice search… Alexa might go deaf!

Tips to Create an SEO-Influenced PPC Campaign That Uses Voice Search

Long Tail Keywords are Your Friends

If you know anything about SEO, you know that key phrases are its bread and butter – which means that if you want to properly optimise your voice search results, you’re going to have to start using long tail keywords (longer key phrases that are typically three or more words). As mentioned above, users who are utilising voice search tend to use more words in their queries and their searches tend to be complete, grammatically-correct questions.

While running your PPC campaign, make sure that you are targeting long tail keywords, especially ones that have ‘who, what, where, why, when and how’ phrases and include words like ‘to’ and for’. It’s also a good idea to make sure that the landing pages and ad copy that you want your target audience to see are properly optimised with the long tail keywords you’re targeting.

Stay Local

Users typically want to find local businesses when they use voice search. This means you should make sure to use location keywords. For example, if you want to use voice search optimisation in your PPC strategy to promote a specific digital marketing company near Stockwell station, your long tail keyword should reflect that – consider optimising for a query like ‘Where can I find a digital marketing agency near Stockwell station?’*

You’ll also want to think about what particular language the local area uses. For example, if you’re optimising for a local British audience, you’d say ‘fizzy drink’ or ‘soft drink’, but if your local audience is primarily American, you’d want to use either ‘soda’ or ‘pop’ instead.

* Coincidentally (or not… I may have purposely used that example), Passion Digital is located right near Stockwell station – come say hi if you’re ever in the area!

Hmmm… not quite what we meant by long tail…

Stick to Natural Questions and Language

It’s important to think about your phrases from a logical perspective – how are people likely to phrase questions in a voice search? Typed searches are quite different from voice searches – for example, users may manually search ‘flower shop delivery’ but voice search ‘flower shops that have delivery’. On the whole, PPC campaigns that are optimised with natural language and questions produce better results.

If you’ve been looking to take your PPC strategy to the next level, consider introducing voice search optimisation into your next campaign – your business will thank you.

Whether your business needs help with its PPC strategy, your website needs a new design or you want to learn more about our digital marketing services, Passion Digital is here to help. Get in touch with us today if you would like our help to grow your company’s online presence. Don’t have a business and are looking to take the next step in your career instead? We’ve got you covered on that front as well – check out our current job openings.