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Vocal-Local-Mobile

#pubcon | @PurnaVirji

By Purna Virji, Microsoft

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Find the Intent

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Find the Intent

+Cortana

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WRITER SPEAKER

All of the job titlesSENIOR PPC TRAINING MANAGER

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1. Explore changes2. Take action3. Predict a need

@PurnaVirji#pubcon

#pubcon@PurnaVirji

1. What’s changed?

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1/3

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Actions aren’t as cut and dry either.

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2. Take Action

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30x 3x

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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

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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?

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#pubconSource: Google

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Where people look. Where the clicks go.With extensions Without extensions

@PurnaVirji

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1. Vocal -> Local2. Understand Actions3. Predict Needs

Let’s recap:

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Thank you!@PurnaVirji

@PurnaVirji | #brightonSEO

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