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#pubcon
Vocal-Local-Mobile
#pubcon | @PurnaVirji
By Purna Virji, Microsoft
#pubcon
Find the Intent
#pubcon
Find the Intent
+Cortana
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WRITER SPEAKER
All of the job titlesSENIOR PPC TRAINING MANAGER
#pubcon
1. Explore changes2. Take action3. Predict a need
@PurnaVirji#pubcon
#pubcon@PurnaVirji
1. What’s changed?
#pubcon
#pubcon
1/3
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Actions aren’t as cut and dry either.
#pubconSource: Google
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#pubcon#pubcon
2. Take Action
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30x 3x
#pubcon
southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest
Bing internal data
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
PC vs. Tablet Travel Searches
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PC vs. Mobile Travel Searches
Bing internal data
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 nylos angeles ca
washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services
More likely to be
searching forin-
destination/ local
activities, transportation
options
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Do thisCitationsLocation data in microdataLocalize your keywords:Cheap hotel near the stripluxury hotels by the airportBest hotel close to the convention center
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and this
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Superstar Tip:
James LoomsteinRogue Marketing
@jloomstein
- Dedicated Geo-based Call-only- Geo-fence if multi-location- Intent-based, Deeper in Funnel- Call tracking metrics
#pubcon
and this
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3. Predict the Need
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Top Question Phrases for Large Pizza Brand
@PurnaVirji
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?
#pubcon
#pubconSource: Google
#pubcon
Where people look. Where the clicks go.With extensions Without extensions
@PurnaVirji
#pubcon
1. Vocal -> Local2. Understand Actions3. Predict Needs
Let’s recap:
#pubcon
Thank you!@PurnaVirji
@PurnaVirji | #brightonSEO
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
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