Purna's SearchLeeds 2018 talk explored how in this AI era, search engines are no longer about waiting for people to tell them what they need. Rather, it’s moving to where search can start to predict what you need, via intelligent assistants and conversational inputs. Purna shared insights into how AI is changing how we behave as consumers and what we need to do as marketers to adapt.
9. We see this with ML-powered offerings
such as In-market audiences.
@PurnaVirji
10. @PurnaVirji*Source: Microsoft internal data; pilot performance data from verticals including travel, autos and
financial services using “bid only” targeting on Bing owned and operated traffic, July 2017.
28%
CTR*
Ads shown to In-market Audiences saw up to a 28% greater click-
through rate (CTR) than the same ads without In-market
Audiences.
48%
CVR*
Ads shown to In-market Audiences saw up to a 48% greater
conversion rate (CVR) than the same ads without In-market
Audiences. Audiences
11. And with an AI-powered offering such
as MSAN.
@PurnaVirji
17. Reach your target audiences
across the decision journey
Palm Desert –
Contoso Villas
@PurnaVirji
18. It’s the right time to shift to audience marketing.
Refocus on what really
counts: people
Right place and at
precisely the right
moment
Half of digital advertisers
plan to increase spend on
audience targeting this year
Measure and optimize
performance easily
@PurnaVirji
31. @PurnaVirji
70% of consumers have
never used voice search
to shop or search for
products. - MediaPost
Source: MediaPost, https://www.mediapost.com/publications/article/320182/
32. 0%
10%
20%
30%
40%
50%
60%
70%
0% 5% 10% 15% 20% 25% 30%
Percentagewhohaveusedvoicemorethan5times
Percentage who say their usage of voice for this task is
increasing
Find local business
Find things to do
Order food for deliver
Search for quick fact
Make personal
appointment
Look up price
Most simple
Most complex
Current Use of Voice
@PurnaVirji
37. @PurnaVirji
❑ Structured data
❑ Answer Qs
❑ People also ask
❑ Featured snippets
❑ Local listings
Voice Search Checklist
@PurnaVirji
38. 0%
10%
20%
30%
40%
50%
60%
70%
0% 5% 10% 15% 20% 25% 30%
Percentagewhohaveusedvoicemorethan5times
Percentage who say their usage of voice for this task is
increasing
Find local business
Find things to do
Order food for deliver
Search for quick fact
Make personal
appointment
Look up price
Most simple
Most complex
Current Use of Voice
@PurnaVirji