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

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

3. Adoption of voice search across age groups US smartphone users who use mobile personal assistants 18-29 30-43 44-53 54+ Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014

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

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

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

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

8. 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

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

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

11. 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

12. 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

13. Our mission

15. 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