performix.wien 2016 – are you prepared for voice search – florian retzer (microsoft)
TRANSCRIPT
Florian Retzer | @bingadsDE
#Performix16 Wien
@BingAdsDE
Career & Education
I Thrive On...• Passion and energy• Challenges• Technology• Exploring new
territory
• Travel• FC Bayern• Trekkie
Since Aug 2016Account Director
2010-2011General Manager
2000 – 2006Account Manager, Project Manager, Head of Project Management
2007-2010Head of Account ManagementHead of Sales
Civil EngineeringGeology
2012-2016Search Advertising LeadBing Evangelist
1. Why the fuss?
2. What should I do?
What we’ll cover:
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The growth of Voice Search
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Mindmeld, 2016, Intelligent Voice Assistants, Q1 User Adoption Survey
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Source: KPCB, Internet Trends 2016, http://www.kpcb.com/internet-trends
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By 2020, 50% of search will come from voice. comScore
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Why?
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Mindmeld Video, 2016, Who’s Faster? Voice Search or Type Search
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https://youtu.be/oRYhTian-SE
Siri Cortana Google Now
Let’s chat
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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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Okay Florian, what do I
need to do?
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1. Rethink keywords
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Microsoft internal data April 2015
We know this
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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
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Text input keywords2-3 words in length
Voice input keywords3-4 words in length
Bahamas air fareBahamas vacationBahamas travel
Cost for air fare to BahamasBahamas vacation infoBest Bahamas vacation packageCheapest Bahamas travel
Do this
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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
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2. Rethink local-mobile
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southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest
Bing internal data 2016
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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southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
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
new york ny
los angeles ca
washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services
More likely to be
searching for
in-destination/ local
activities,
transportation
options
Bing internal data 2016
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3X
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Localize your keywords:Near Temple squareby Liberty ParkClose to Schoenbrunn
Do this
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3. Rethink intent
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Where
When
How
What/whoInterested
Ready to act
Intent
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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
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4. Rethink Branding
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“Show
me you
send the
wrong
bags.”
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@BingAdsDE
Do this
• Research misspellings and mispronunciations
• Add relevant negative keywords
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Pretty do-able right?
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Additional Ressources
• Get your Website ready for Cortana https://developer.microsoft.com/de-de/cortana
• Find out more about Bing APIshttp://www.bing.com/partners/developers
• Bing Webmaster Consolehttp://www.bing.com/toolbox/webmaster/?mkt=de-de
• Keyword Research with Bing Ads Intelligencehttps://ads.bingads.microsoft.com/de-de/bing-ads-intelligence
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