@PurnaVirji
How is voice search going to change the world of advertisers?
Purna Virji | @PurnaVirji
@PurnaVirji
WRITER SPEAKER
All of the job titlesSENIOR PPC TRAINING MANAGER
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You’re insanely gorgeous.
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A vacation in the Bahamas!
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A beach vacation!
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We unconsciously alter our behavior for voice vs. text searches.
- @purnavirji
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Digital personal assistant = voice
SiriCortana
Desktop and mobile
Alexa on Echo
Desktop and mobile
Google Home
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1. Who’s actually using voice search?
2. What you can do now.
3. What we can expect.
Let’s talk.
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Who’s actually using voice search?
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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
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1/3of Cortana queries come from voice
Text queries vs. voice queries to Cortana
Text input Voice input0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
9000000
10000000
Microsoft internal data November 2015
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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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“Voice search is growing faster than typed search.”- Behshad Behzadi, Google
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By 2020, 50% of search will come from voice. comScore
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“ We are on the cusp of a new frontier that pairs the power of natural human language with advanced machine intelligence” - Satya Nadella, Microsoft
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According to Google
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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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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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Why?
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Where can I buy bobby brown makeup
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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
@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
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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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 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?
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And this
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2. Rethink local-mobile
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Mobile voice search is more likely
to be local-based than text search.
3X
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Do this
Localize your keywords:near Target fieldby the sculpture gardenClose to Lake Calhoun
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And this
Optimize:• Citations• Microdata
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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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Do this
Optimize:• Mobile-preferred ad formats• Location and call extensions
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3. Rethink intent-based bids
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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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Question phrases = degree of intent
Where
When
How
What/whoInterested
Ready to act
Top Question Phrases for Large Junk Removal Brand
@JmGagnon
How to get rid of old furnitureWho picks up old refrigeratorsWhere to dispose of tv setsWhat to do with an old mattressWhen is trash pick up in my areaWho buys used furniture in rock hill;sc
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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?
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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 creative
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Maximize relevancy
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Make it visual
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Add descriptors in your title: brand name, silk, size M, etc.
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Make your description werk!
Add relevant, high-quality keywords
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Helpful extensions
Reviews
Act now
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Top of funnel
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Pretty do-able right?
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Fact: Early adopters usually have the advantage.
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What can we expect from voice search?
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@PurnaVirji@PurnaVirji
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?
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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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The time to adapt for voice search is right now. - @purnavirji
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Let’s recap
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1. Rethink Keywords2. Rethink Local-Mobile3. Rethink Intent4. Rethink Branding5. Rethink Creative
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Use your voice.Let’s chat @PurnaVirji
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Thank you!
@PurnaVirji
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