the voice search revolution: how to get prepared - 2016 mnsearch summit

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How is voice search going to change the world of advertisers?

Purna Virji | @PurnaVirji

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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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?

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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!

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