are you ready for voice search?

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Are you prepared for Voice Search?

Purna Virji | @PurnaVirji#SLCDMC

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2

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3

You’re insanely gorgeous.

@PurnaVirji

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WRITER SPEAKER

All of the job titlesSENIOR PPC TRAINING MANAGER

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What we’ll cover:

1. Why the fuss?2. What should I do?3. What does the future hold?

@PurnaVirji

The growth of Voice Search

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When are we using it?

Google Mobile Voice Survey, October 2014

-Quick answers -Otherwise occupied

-Typing challenges

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

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Why?

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Where can I buy

bobby brown

makeup

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Let’s chat

Siri Cortana

Google Now

@PurnaVirji

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@PurnaVirji | #SLCDMC

@PurnaVirji | #SLCDMC

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

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@PurnaVirji | #SLCDMC

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

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Mobile is different

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PC/tablet research vs. action

southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com

Top 20 PC searches

southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest

Top 20 Tablet searches

Bing internal data

southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines

southwest airlinesexpediaunited airlinesdelta air linesamerican airlines

Virtually identical travel queries on PC/Tablet as people research, plan and book travel

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PC/mobile research vs. action

Bing internal data

southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com

Top 20 PC searches

southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines

new york nysouthwest airlineslos angeles cagrouponunited airlinesexpediaamerican airlinesdelta air lineswashington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi servicestravelocityhotelsus airwaysjetblue

Top 20 Smartphone searches

new york nylos angeles ca

washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services

More likely to be

searching forin-

destination/ local

activities, transportation

options

Let’s look at retail

90%of retail shoppers use smartphones in stores.

77%of searches mentioning “coupon” are initiated on a smartphone or tablet.

Source: Hitwise Source: Marketing Land

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The $600 million star, tried and tested

Okay Purna, what do I need to do?

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1. Rethink keywords

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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 inputVoice input

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Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014

Growth in Questions Phrases Year over Year

Who What When Where Why How Total0%

20%

40%

60%

80%

100%

120%

140%

160%

135%

7%

79% 75%

40%

81%

60%

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Top queries for a trash disposal company

@JmGagnon

How to get rid of old furnitureWho picks up old refrigeratorsWhere to dispose of tv setsWho buys used furniture in Rose Park

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Do this

Text input keywords2-3 words in length

Voice input keywords3-4 words in length

Bahamas Bahamas air fareBahamas vacationBahamas vacation packagesBahamas travel

Cost for air fare to BahamasBahamas vacation infoBest Bahamas vacation packageCheapest Bahamas travelBahamas travel guide

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And 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?

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AnswerThePublic.com

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AnswerThePublic.com

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And this

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2. Rethink local-mobile

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3X

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Do this

Localize your keywords:Near Temple squareby Liberty ParkClose to The Leonardo

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And this

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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%

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And this

Optimize:• Microdata• Mobile-preferred ad formats• Location and call extensions

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3. Rethink intent-based bids

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Intent

Where

When

How

What/whoInterested

Ready to act

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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.”

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Do this

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?

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4. Rethink branding

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“Show me you send the wrong bags.”

Mispronunciations can hurt

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Do this

• Research misspellings and mispronunciations • Relevant negative keywords

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And this

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5. Rethink actions

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Helpful extensions

Reviews

Act now

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Top of funnel

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Think visual

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Pretty do-able right?

@PurnaVirji

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Fact: Early adopters have the advantage.

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What can we expect from voice search?

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@PurnaVirji | #SLCDMC

@PurnaVirji | #SLCDMC

@PurnaVirji | #SLCDMC

Cortana, please just know everything

LocationManner of

Travel

Time of Day

Weather

Preferences

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There will be a rush to monetize

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67

The time to adapt for voice search is right now. @purnavirji

@PurnaVirji

Thank youUse your voice.Let’s chat @PurnaVirji

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Thank you!

@PurnaVirji | #SLCDMC

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