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The Voice Search Revolution: How to Get Prepared - 2016 MnSearch Summit

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Speaker: Purna Virji, Senior Bing Ads PPC Training Manager at Bing | @purnavirji

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The Voice Search Revolution: How to Get Prepared - 2016 MnSearch Summit

  1. 1. @PurnaVirji Purna Virji | @PurnaVirji
  2. 2. @PurnaVirji WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER
  3. 3. @PurnaVirji 3 You’re insanely gorgeous. @PurnaVirji
  4. 4. @PurnaVirji A vacation in the Bahamas! @PurnaVirji@PurnaVirji @PurnaVirji
  5. 5. @PurnaVirji A beach vacation! @PurnaVirji @PurnaVirji
  6. 6. @PurnaVirji We unconsciously alter our behavior for voice vs. text searches. - @purnavirji @PurnaVirji
  7. 7. @PurnaVirji Digital personal assistant = voice Siri Cortana Desktop and mobile Alexa on Echo Desktop and mobile Google Home
  8. 8. @PurnaVirji 1. Who’s actually using voice search? 2. What you can do now. 3. What we can expect. Let’s talk.
  9. 9. @PurnaVirji Who’s actually using voice search?
  10. 10. @PurnaVirji
  11. 11. @PurnaVirji
  12. 12. @PurnaVirji
  13. 13. @PurnaVirji 41.6% 19% 18.7% 9.5% 11.3% 6 months to a year ago Within the last 6 months 1 to 2 years ago 2 to 3 years ago More than 3 years ago Voice search is only going to grow MindMeld Survey, December 2015
  14. 14. @PurnaVirji
  15. 15. @PurnaVirji 1/3 of Cortana queries come from voice Text queries vs. voice queries to Cortana 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 9000000 10000000 Text input Voice input Microsoft internal data November 2015
  16. 16. @PurnaVirji When are we using it? Google Mobile Voice Survey, October 2014 -Quick answers -Otherwise occupied -Typing challenges
  17. 17. @PurnaVirji “Voice search is growing faster than typed search.” - Behshad Behzadi, Google
  18. 18. @PurnaVirji By 2020, 50% of search will come from voice. comScore @PurnaVirji
  19. 19. @PurnaVirji
  20. 20. @PurnaVirji “ We are on the cusp of a new frontier that pairs the power of natural human language with advanced machine intelligence” - Satya Nadella, Microsoft
  21. 21. @PurnaVirji According to Google
  22. 22. @PurnaVirji
  23. 23. @PurnaVirji
  24. 24. @PurnaVirji Who is Bill Gates? Do my homework. When will my package arrive? Where do I live? Where is my wife? Who is my wife? Cortana natural language conversational queries, voice input
  25. 25. @PurnaVirji
  26. 26. @PurnaVirji Who is Bill Gates? Do my homework. When will my package arrive? Where do I live? Where is my wife? Who is my wife? Cortana natural language conversational queries, voice input
  27. 27. @PurnaVirji Why?
  28. 28. @PurnaVirji Where can I buy bobby brown makeup
  29. 29. @PurnaVirji
  30. 30. @PurnaVirji The $600 million star, tried and tested Okay Purna, what do I need to do?
  31. 31. @PurnaVirji 1. Rethink keywords
  32. 32. @PurnaVirji 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Text searches more concentrated around 1-3 words Speech searches longer through the tail Microsoft internal data April 2015 Search queries from speech are longer – a little Text input Voice input
  33. 33. @PurnaVirji Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014 Growth in Questions Phrases Year over Year 135% 7% 79% 75% 40% 81% 60% 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total
  34. 34. @PurnaVirji Do this Text input keywords 2-3 words in length Voice input keywords 3-4 words in length Bahamas Bahamas air fare Bahamas vacation Bahamas vacation packages Bahamas travel Cost for air fare to Bahamas Bahamas vacation info Best Bahamas vacation package Cheapest Bahamas travel Bahamas travel guide
  35. 35. @PurnaVirji And this What pizza place is open 24 hours? How to order pizza online? Where can I buy taco pizza? Who sells gluten free pizza? What is brooklyn style pizza? What is the best pizza place? Where is the nearest pizza place?
  36. 36. @PurnaVirji And this
  37. 37. @PurnaVirji 2. Rethink local-mobile
  38. 38. @PurnaVirji Mobile voice search is more likely to be local-based than text search. 3X @PurnaVirji
  39. 39. @PurnaVirji Do this Localize your keywords: near Target field by the sculpture garden Close to Lake Calhoun
  40. 40. @PurnaVirji And this Optimize: • Citations • Microdata
  41. 41. @PurnaVirji of smartphone searchers have used a store locator or location extension to help them find and visit a local store1 One tap to maps and directions 76%
  42. 42. @PurnaVirji Do this Optimize: • Mobile-preferred ad formats • Location and call extensions
  43. 43. @PurnaVirji 3. Rethink intent-based bids
  44. 44. @PurnaVirji I need a blue women’s sun hat made of canvas, size large. Here’s what I found on the web for “a women’s sun hat made of canvas, white size large.”
  45. 45. @PurnaVirji Question phrases = degree of intent Where When How What/whoInterested Ready to act
  46. 46. Top Question Phrases for Large Junk Removal Brand @JmGagnon How to get rid of old furniture Who picks up old refrigerators Where to dispose of tv sets What to do with an old mattress When is trash pick up in my area Who buys used furniture in rock hill;sc
  47. 47. @PurnaVirji Do this What is the cost for air fare to Bahamas? How much does it cost to fly to the Bahamas? Where can I find Bahamas vacation info? How do I get to the Bahamas? What’s the best Bahamas vacation package? When is the best time to travel to the Bahamas?
  48. 48. @PurnaVirji 4. Rethink branding
  49. 49. @PurnaVirji “Show me you send the wrong bags.” Mispronunciations can hurt
  50. 50. @PurnaVirji
  51. 51. @PurnaVirji Do this • Research misspellings and mispronunciations • Relevant negative keywords
  52. 52. @PurnaVirji And this @PurnaVirji
  53. 53. @PurnaVirji 5. Rethink creative
  54. 54. @PurnaVirji Maximize relevancy
  55. 55. @PurnaVirji
  56. 56. @PurnaVirji Make it visual
  57. 57. @PurnaVirji Add descriptors in your title: brand name, silk, size M, etc.
  58. 58. @PurnaVirji Make your description werk! Add relevant, high-quality keywords
  59. 59. @PurnaVirji Helpful extensions Reviews Act now
  60. 60. @PurnaVirji Top of funnel
  61. 61. @PurnaVirji Pretty do-able right? @PurnaVirji
  62. 62. Fact: Early adopters usually have the advantage.
  63. 63. @PurnaVirji What can we expect from voice search?
  64. 64. @PurnaVirji
  65. 65. @PurnaVirji
  66. 66. @PurnaVirji
  67. 67. @PurnaVirji
  68. 68. @PurnaVirji
  69. 69. @PurnaVirji@PurnaVirji
  70. 70. @PurnaVirji
  71. 71. @PurnaVirji Cortana, please just know everything Location Manner of Travel Time of Day Weather Preferences
  72. 72. @PurnaVirji There will be a rush to monetize @PurnaVirji
  73. 73. @PurnaVirji
  74. 74. @PurnaVirji The time to adapt for voice search is right now. - @purnavirji
  75. 75. @PurnaVirji Let’s recap @PurnaVirji 1. Rethink Keywords 2. Rethink Local-Mobile 3. Rethink Intent 4. Rethink Branding 5. Rethink Creative
  76. 76. @PurnaVirji Use your voice. Let’s chat @PurnaVirji
  77. 77. @PurnaVirji Thank you!
  78. 78. @PurnaVirji © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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