August 2013 The Rise of Voice Search James Turner Account Executive Bing Ads.

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Presentation transcript:

August 2013 The Rise of Voice Search James Turner Account Executive Bing Ads

Let’s make voice search is part of the PPC conversation Siri Cortana Google Now

Adoption of voice search across age groups US smartphone users who use mobile personal assistants Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014

How is voice search being used? Northstar Mobile Voice Study for Google October 2014

Are we all confused? Cortana natural language conversational queries, voice Microsoft internal data April 2015

Voice search is already adding to text search Text Voice Microsoft internal data April 2015

How is voice search different from text search? More mobile More local More conversational

Question phrases are more likely to be voice search Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014

Question phrases = voice search degree of intent Where When How What/who Interested Ready to act

Does successful query length differ for voice search? Microsoft internal data April 2015 Longer searches: More words!

Search queries from speech have more words than from text Microsoft internal data April 2015 Speech searches longer through the tail Text searches more concentrated around 1-3 words

Take action: Adapt PPC campaigns for voice search 1. Use question words in your keywords to drive to intent, and negative them if they don’t apply to your offering 2. Hit the sweet spot of 3 words in your keyword sets to capture more voice searches

Our mission

Fastest way to search for stuff on your device, cloud and the web Talk or type and begin searching with Cortana Your personal assistant on any device and any platform Bing is a monetization engine for Windows 10