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How is
voice search
going to change
the world of
advertisers?
Purna Virji | @PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER MOM
@PurnaVirji
A vacation in
the Bahamas!
@PurnaVirji@PurnaVirji
@PurnaVirji
Question
@PurnaVirji
Question:
@PurnaVirji
Text:
“Microsoft CEO”
Voice:
“Who is the CEO
of Microsoft?”
We unconsciously alter
our behavior for voice
vs. text searches.
Digital personal assistant = voice
Siri
Cortana
Desktop and mobile
@PurnaVirji
Alexa on Echo
Desktop and mobile
1. Who is
actually using
voice search?
2. The
difference
between voice
and text and
what you can
do.
3. What we
can expect...
1. Who’s actually using
voice search?
Voice search is now part of the conversation
US smartphone users who use mobile personal assistants
38%
39%
59%
71%
Thrive...
Voice search is now part of the conversation
Google Mobile Voice Survey, October 2014
@PurnaVirji
When are we using it?
Google Mobile Voice Survey, October 2014
@PurnaVirji Google Mobile Voice Survey, October 2014
2014?
@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
y...
“Voice search is growing
faster than typed search.”
- Behshad Behzadi, Google
@PurnaVirji
What are we using voice input for?
43%
38%
31%
Call
someone
Ask for
directions
Help with
homework
Teens
40% 39%
31%
Ask fo...
Recently, Google stated:
We have one of those.
@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...
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...
By 2020,
50% of
search will
come from
voice. comScore
@PurnaVirji
@PurnaVirji
2. What’s the difference
between voice and text
search and why does it
matter?
@PurnaVirji
numberThe one thing to consider
when we talk about voice search is that it is
fundamentally different from text search.
Vo...
Text queries vs. voice queries to Cortana
1/3
@PurnaVirji
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
800000...
@purnavirji
Bing/Cortana in Windows 10
@purnavirji
Ok, so what’s the
difference?
@PurnaVirji
Blank slide
Microsoft internal data April 2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+...
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...
Do this
@PurnaVirji
Text input keywords
2-3 words in length
Voice input keywords
3-4 words in length
Bahamas
Bahamas air f...
@PurnaVirji
Difference #2: Question words
Search Engine Watch, Jason Tabeling, “How Will Voice
Search Impact A Search Marketer’s World?” December 2014@PurnaVirji
Gr...
Question phrases = voice search degree of intent
Where
When
How
What/whoInterested
Ready to act
@PurnaVirji
Do this
@PurnaVirji
What is the cost for air fare to Bahamas?
How much does it cost to fly to the Bahamas?
Where can I fin...
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 ca...
Do this
@PurnaVirji
What is the cost for air fare to Bahamas?
How much does it cost to fly to the Bahamas?
Where can I fin...
Mobile voice search is
more likely to
be local-based
than text
search.
3X
@PurnaVirji
Difference #4: More local
Do this
@PurnaVirji
Localize your keywords:
near Marienplatz
on the tram line
at Allianz Arena
@PurnaVirji
A search engine used to
be an isolated service.
Now it’s plugged into the
social graph.
@purnavirji
In the past…
ALL RESULTS 1–10 of 600,000,000 results
@purnavirji
@purnavirji
Now search evolved to encompass social and entities
@PurnaVirji
Difference #5: More quick answers and quick actions
Reviews
Act now
Do this
@PurnaVirji
 Longer Queries
 More question phrases
 Clearer intent
 High local value
 Impacts 3rd party listings
Let’s Recap:
3. What can we expect
from voice search?
We. Will. Adapt.
Voice search will be
adopted.
@PurnaVirji
Voice search will be the
thing we say in 5 years:
“Do you remember when
we did not have this?”
Wearables = voice search
@PurnaVirji
@PurnaVirji
Adoption of voice will be
heavily impacted by the
Internet of Things.
@PurnaVirji
@PurnaVirji
@purnavirji@purnavirji
Cortana, please just know everything
@PurnaVirji
Predictive Response.
Cortana, please just know everything
@PurnaVirji
Location
Manner of Travel
Time of Day
Weather
Preferences
@PurnaVirji
Image Source: TripAdvisor
Cortana, please just know everything
@PurnaVirji
Image Source: TripAdvisor
There will be a rush to monetize
@PurnaVirji
1. Who is
actually using
voice search?
2. The
difference and
why it matters.
3. What we
can expect.
Let’s review.
@PurnaVi...
We can be a part of
the change.
Use your voice.
Let’s chat @PurnaVirji
Vielen Dank!
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered tr...
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
How Will Voice Search Change the World of Advertisers - SMX Munich 2016
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How Will Voice Search Change the World of Advertisers - SMX Munich 2016

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Who's using Voice Search and how? Are digital personal assistants (like Siri and Cortana) changing the way we search? If Voice Search is going to be monetized in future, how can advertisers prepare? Purna Virji looked at Cortana data and also at usage on Siri, Google Voice Search and Amazon's Alexa, to see how search queries are changing. Learn what you should pay attention to in the coming months and what you can do to be best prepared for the changes.

Published in: Marketing
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How Will Voice Search Change the World of Advertisers - SMX Munich 2016

  1. 1. How is voice search going to change the world of advertisers? Purna Virji | @PurnaVirji
  2. 2. WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER MOM @PurnaVirji
  3. 3. A vacation in the Bahamas! @PurnaVirji@PurnaVirji
  4. 4. @PurnaVirji Question
  5. 5. @PurnaVirji Question:
  6. 6. @PurnaVirji
  7. 7. Text: “Microsoft CEO” Voice: “Who is the CEO of Microsoft?”
  8. 8. We unconsciously alter our behavior for voice vs. text searches.
  9. 9. Digital personal assistant = voice Siri Cortana Desktop and mobile @PurnaVirji Alexa on Echo Desktop and mobile
  10. 10. 1. Who is actually using voice search? 2. The difference between voice and text and what you can do. 3. What we can expect. Let’s talk. @PurnaVirji
  11. 11. 1. Who’s actually using voice search?
  12. 12. Voice search is now part of the conversation US smartphone users who use mobile personal assistants 38% 39% 59% 71% Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014 18-29 30-43 44-53 54+ @PurnaVirji
  13. 13. Voice search is now part of the conversation Google Mobile Voice Survey, October 2014 @PurnaVirji
  14. 14. When are we using it? Google Mobile Voice Survey, October 2014
  15. 15. @PurnaVirji Google Mobile Voice Survey, October 2014
  16. 16. 2014? @PurnaVirji
  17. 17. 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 When did you first start using voice/search commands? MindMeld Survey, December 2015@PurnaVirji
  18. 18. “Voice search is growing faster than typed search.” - Behshad Behzadi, Google @PurnaVirji
  19. 19. What are we using voice input for? 43% 38% 31% Call someone Ask for directions Help with homework Teens 40% 39% 31% Ask for directions Dictate texts Call someone Adults Northstar Mobile Voice Study for Google October 2014@PurnaVirji
  20. 20. Recently, Google stated:
  21. 21. We have one of those.
  22. 22. @PurnaVirji
  23. 23. 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
  24. 24. 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. By 2020, 50% of search will come from voice. comScore @PurnaVirji
  26. 26. @PurnaVirji
  27. 27. 2. What’s the difference between voice and text search and why does it matter? @PurnaVirji
  28. 28. numberThe one thing to consider when we talk about voice search is that it is fundamentally different from text search. Voice activation changes everything. In much the same way that this text activation has changed everything about this presentation.
  29. 29. Text queries vs. voice queries to Cortana 1/3 @PurnaVirji 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 9000000 10000000 Text input Voice input Text input Voice input of Cortana queries come from voice Microsoft internal data November 2015
  30. 30. @purnavirji Bing/Cortana in Windows 10
  31. 31. @purnavirji
  32. 32. Ok, so what’s the difference? @PurnaVirji
  33. 33. Blank slide Microsoft internal data April 2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Difference #1: Query length Text input @PurnaVirji
  34. 34. 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 @PurnaVirji
  35. 35. Do this @PurnaVirji 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
  36. 36. @PurnaVirji Difference #2: Question words
  37. 37. Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014@PurnaVirji 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
  38. 38. Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act @PurnaVirji
  39. 39. Do this @PurnaVirji 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?
  40. 40. 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.” Difference #3: Stronger intent
  41. 41. Do this @PurnaVirji 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?
  42. 42. Mobile voice search is more likely to be local-based than text search. 3X @PurnaVirji Difference #4: More local
  43. 43. Do this @PurnaVirji Localize your keywords: near Marienplatz on the tram line at Allianz Arena
  44. 44. @PurnaVirji
  45. 45. A search engine used to be an isolated service. Now it’s plugged into the social graph.
  46. 46. @purnavirji In the past… ALL RESULTS 1–10 of 600,000,000 results @purnavirji
  47. 47. @purnavirji Now search evolved to encompass social and entities
  48. 48. @PurnaVirji Difference #5: More quick answers and quick actions Reviews Act now
  49. 49. Do this @PurnaVirji
  50. 50.  Longer Queries  More question phrases  Clearer intent  High local value  Impacts 3rd party listings Let’s Recap:
  51. 51. 3. What can we expect from voice search?
  52. 52. We. Will. Adapt. Voice search will be adopted.
  53. 53. @PurnaVirji
  54. 54. Voice search will be the thing we say in 5 years: “Do you remember when we did not have this?”
  55. 55. Wearables = voice search @PurnaVirji
  56. 56. @PurnaVirji
  57. 57. Adoption of voice will be heavily impacted by the Internet of Things.
  58. 58. @PurnaVirji
  59. 59. @PurnaVirji
  60. 60. @purnavirji@purnavirji
  61. 61. Cortana, please just know everything @PurnaVirji Predictive Response.
  62. 62. Cortana, please just know everything @PurnaVirji Location Manner of Travel Time of Day Weather Preferences
  63. 63. @PurnaVirji Image Source: TripAdvisor
  64. 64. Cortana, please just know everything @PurnaVirji Image Source: TripAdvisor
  65. 65. There will be a rush to monetize @PurnaVirji
  66. 66. 1. Who is actually using voice search? 2. The difference and why it matters. 3. What we can expect. Let’s review. @PurnaVirji
  67. 67. We can be a part of the change.
  68. 68. Use your voice. Let’s chat @PurnaVirji
  69. 69. Vielen Dank!
  70. 70. © 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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