[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fheroconf-2016-humanising-search-optimising-ppc-voice-search":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":271,"breadcrumbs":272,"reading_minutes":83,"category":280,"head":282},"2016-10-25T17:38:39",{"rendered":6},"\u003Ch3 id=\"talk-by-james-murray-product-marketing-manager-at-bing\">Talk by James Murray, Product Marketing Manager at Bing\u003C\u002Fh3>\n\u003Cp class=\"p1\">As PPC marketers, there’s a strong argument that we’ve lost touch with the human in what we do.\u003C\u002Fp>\n\u003Cp class=\"p1\">We’ve made humans adapt to search, when actually it should be the other way round. The search box is in command.\u003C\u002Fp>\n\u003Ch3 id=\"new-search-intelligence\">New Search Intelligence\u003C\u002Fh3>\n\u003Cp class=\"p1\">So what happens when we put the human back into search? When we use voice search to ask “Do I Need An Umbrella Tomorrow?”, we’re not asking for shopping results for umbrellas, or the nearest department store selling umbrellas, as a keyword might think. It’s all about context.\u003C\u002Fp>\n\u003Cp class=\"p1\">James refers to the advances in voice search as a three-step process, with the understanding of these contexts developing at each stage;\u003C\u002Fp>\n\u003Col>\n\u003Cli class=\"p1\">\u003Cb>Pervasive \u003C\u002Fb>– voice search wherever we need it, all the time\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cb>Predictive \u003C\u002Fb>– knowing what you need as (or before) you ask for it\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cb>Proactive \u003C\u002Fb>– giving you answers to questions that you haven’t thought to ask, but are going to improve your life\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch3 id=\"so-lets-bring-this-back-to-voice-search\">So Let’s Bring This Back To Voice Search\u003C\u002Fh3>\n\u003Cp class=\"p1\">It’s predicted 50% of searches will be voice searches by 2020.\u003C\u002Fp>\n\u003Cp class=\"p1\">“As humans, we’re more resistant to the idea of change, than the change itself”\u003C\u002Fp>\n\u003Cp class=\"p1\">For marketers this means thinking in natural language terms. Look at the two examples below; the first is the keyword-orientated style search that users have been ’taught’ will get them results. The second is a much more natural approach, the type that would be more commonly found in a voice search.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cstrong>a)\u003C\u002Fstrong> cheap turkey holidays \u003Cem>or\u003C\u002Fem> \u003Cstrong>b)\u003C\u002Fstrong> cost of a family holiday in Turkey\u003C\u002Fp>\n\u003Cp class=\"p1\">James also addresses exactly \u003Cem>how good\u003C\u002Fem> can a machine really be at voice recognition? As a result of Microsoft using it’s 145,000 global employees worldwide, with all their different accents, colloquialisms and voices, voice recognition now stands at a staggering 99% accuracy.\u003C\u002Fp>\n\u003Cp class=\"p1\">So while we can have confidence in voice recognition, what about the search query itself? As part of this shift to voice search, marketers need to consider the nuances of their audience.\u003C\u002Fp>\n\u003Cp class=\"p1\">For example, does your product or service appeal to a particular gender (linguistics studies have proved time and time again how men and women use language differently), or is your audience made up of mostly over-50s or teenagers, and how do they use language? If your campaign is targeted to a specific location, you may also need to consider ‘local’ words and colloquialisms.\u003C\u002Fp>\n\u003Ch3 id=\"what-you-can-do-to-optimise-your-campaigns-today\">What You Can Do To Optimise Your Campaigns Today\u003C\u002Fh3>\n\u003Col class=\"ol1\">\n\u003Cli class=\"li2\">Add question keywords, the ‘what’, ‘where’ and ‘how much’. This changes the nature of the query but becomes a lot more like natural language, allowing you to answer the users question more explicitly with your ad.\u003C\u002Fli>\n\u003Cli class=\"li2\">Consider your prepositions, e.g. ‘for’, ‘and’ and ‘the’. Bing now includes these in exact match keywords (18 months ago it ignored them). Re-think your keywords to ensure you’re not missing out on traffic.\u003C\u002Fli>\n\u003Cli class=\"li2\">Include more broad keywords (collective gasp from the room at this point). You can’t possibly think of all the variations that come with voice search; a text search typically contains 2-3 words, but data from voice search so far suggests this word count is more like 4-5 words. In a similar way to point two above, advertisers using only exact and phrase are missing out on 70% of queries according to Bing.\u003C\u002Fli>\n\u003Cli class=\"li2\">Target local ‘near me’ queries with geo-targeted campaigns. Expectation of the user is that this will be within 5 miles of their current location. However, less than 10% of Bing advertisers use location targeting with a 5-mile radius or less.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch3 id=\"and-what-about-the-future\">And What About The Future?\u003C\u002Fh3>\n\u003Cp class=\"p2\">James previewed an impressive video at the end of his talk, giving us a hint as to what we can expect from the future of Bing & voice search.\u003C\u002Fp>\n\u003Cp class=\"p2\">Features included visual recognition (\u003Cb>“\u003C\u002Fb>I want a dress that looks like this”), interaction with payment gateways (“enter my payment details”) and proactive prompts from digital personal assistants (“I hear you’re in Vegas, would you like recommendations for dinner?”).\u003C\u002Fp>\n\u003Cp class=\"p2\">While these features may be months or years away, standard voice search is not. Prepare now to reap the rewards in the not-so-distant future.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13,14],96,95,[16,17,18,19,20,21,22,23],"post-2816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":25,"hero":79},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"HeroConf 2016: Humanising Search – Optimising PPC For Voice Search",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,55,67],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":52},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. 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