1.
Florian Retzer | @bingadsDE
#Performix16 Wien
@BingAdsDE

2.
Career & Education
I Thrive On...
• Passion and energy
• Challenges
• Technology
• Exploring new
territory
• Travel
• FC Bayern
• Trekkie
Since Aug 2016
Account Director
2010-2011
General Manager
2000 – 2006
AccountManager,ProjectManager,
HeadofProjectManagement
2007-2010
Head of Account Management
Head of Sales
Civil Engineering
Geology
2012-2016
Search Advertising Lead
Bing Evangelist

3.
1. Why the fuss?
2. What should I do?
What we’ll cover:
@BingAdsDE

4.
The growth of
Voice Search
@BingAdsDE

5.
Mindmeld, 2016, Intelligent Voice Assistants, Q1 User Adoption Survey
@BingAdsDE

6.
Source: KPCB, Internet Trends 2016, http://www.kpcb.com/internet-trends
@BingAdsDE

7.
By 2020, 50% of search will
come from voice. comScore
@BingAdsDE

8.
@BingAdsDE

9.
Why?
@BingAdsDE

10.
Mindmeld Video, 2016, Who’s Faster? Voice Search or Type Search
@BingAdsDE
https://youtu.be/oRYhTian-SE

11.
Siri Cortana Google Now
Let’s chat
@BingAdsDE

12.
@BingAdsDE

13.
@BingAdsDE

14.
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
@BingAdsDE

15.
@BingAdsDE

16.
Okay Florian, what do I
need to do?
@BingAdsDE

17.
1. Rethink keywords
@BingAdsDE

18.
Microsoft internal data April 2015
We know this
@BingAdsDE

19.
135%
7%
79% 75%
40%
81%
60%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Who What When Where Why How Total
Search Engine Watch, Jason Tabeling, “How Will Voice Search
Impact A Search Marketer’s World?” December 2014
…And this
@BingAdsDE

20.
Text input keywords
2-3 words in length
Voice input keywords
3-4 words in length
Bahamas air fare
Bahamas vacation
Bahamas travel
Cost for air fare to Bahamas
Bahamas vacation info
Best Bahamas vacation package
Cheapest Bahamas travel
Do this
@BingAdsDE

21.
How much does it cost to fly to the Bahamas?
Where can I find Bahamas vacation info?
What’s the best Bahamas vacation package?
When is the best time to travel to the Bahamas?
And this
@BingAdsDE

22.
2. Rethink local-mobile
@BingAdsDE

23.
southwest airlines
expedia
united airlines
american airlines
delta air lines
southwest airlines
expedia
united airlines
delta air lines
american airlines
travelocity
tripadvisor
groupon
jetblue
us airways
priceline
spirit airlines
orbitz
allegiant air
cheap flights
frontier airlines
vrbo
alaska airlines
enterprise car rental
southwest
Bing internal data 2016
southwest airlines
expedia
united airlines
american airlines
delta air lines
southwest airlines
expedia
united airlines
delta air lines
american airlines
Virtually identical travel queries
on PC/Tablet as people research,
plan and book travel
@BingAdsDE

24.
southwest airlines
expedia
united airlines
american airlines
delta air lines
southwest airlines
expedia
united airlines
american airlines
delta air lines
new york ny
southwest airlines
los angeles ca
groupon
united airlines
expedia
american airlines
delta air lines
washington dc
enterprise car rental
orlando fl
san diego ca
san antonio tx
london england
san francisco ca
taxi services
travelocity
hotels
us airways
jetblue
new york ny
los angeles ca
washington dc
enterprise car rental
orlando fl
san diego ca
san antonio tx
london england
san francisco ca
taxi services
More likely to be
searching for
in-destination/ local
activities,
transportation
options
Bing internal data 2016
@BingAdsDE

25.
3X
@BingAdsDE

26.
Localize your keywords:
Near Temple square
by Liberty Park
Close to Schoenbrunn
Do this
@BingAdsDE

27.
3. Rethink intent
@BingAdsDE

28.
Where
When
How
What/whoInterested
Ready to act
Intent
@BingAdsDE

29.
Where can I find Bahamas vacation info?
What’s the best Bahamas vacation package?
Who lives in the Bahamas?
When is the best time to travel to the Bahamas?
Do this
@BingAdsDE

30.
4. Rethink Branding
@BingAdsDE

31.
“Show
me you
send the
wrong
bags.”
@BingAdsDE

32.
@BingAdsDE

33.
Do this
• Research misspellings and mispronunciations
• Add relevant negative keywords
@BingAdsDE

34.
Pretty do-able right?
@BingAdsDE

35.
Additional Ressources
• Get your Website ready for Cortana
https://developer.microsoft.com/de-de/cortana
• Find out more about Bing APIs
http://www.bing.com/partners/developers
• Bing Webmaster Console
http://www.bing.com/toolbox/webmaster/?mkt=de-de
• Keyword Research with Bing Ads Intelligence
https://ads.bingads.microsoft.com/de-de/bing-ads-intelligence
@BingAdsDE

36.
Thank youUse your voice.
Let’s chat
@Florian Retzer
Florian.Retzer@Microsoft.com
@BingAdsDE