SearchLeeds, James Murray 'Anticipating the future: Voice and visual search'

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Bing's James Murray outlines how brands can prepare for the upcoming innovations in voice and visual search in his presentation at SearchLeeds 2016.

Marketing

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ANTICIPATING THE FUTURE:
VOICE & VISUAL SEARCH
SEARCHLEEDS, 7 JULY 2016
James Murray @james3murray
UK Search Advertising Lead
@BingAds @james3murray

15 billion+Searches every month, answered around the world
@BingAds @james3murray
Source: comScore January 2016

+7% +5% +19% +14% +5% +21%
The Bing Network
Audience in Europe
11.3% 8.3%7.6% 9.5% 8.5%8.6%18.1%
19M 10M21M 8M 23M8M30M
510M 213M321M 146M 417M180M829M
France ItalyGermany Netherlands Western
Europe*
SpainUnited
Kingdom
comScore Explicit Core Search (custom), December 2015; Bing Ads includes Microsoft and Yahoo sites worldwide and Yahoo Core Search Sites
*comScore Explicit Core Search (custom), December 2015; Western Europe includes Microsoft and Yahoo Core Search Sites in Italy, Spain, Netherlands, Denmark, Norway, Sweden,
Finland
Market Share
Unique Searchers
Monthly Searches

+65%
vs. Google’s
ROI
- 45%
vs. Google’s
Cost per Click
Value
Cost
+26%
vs. Google’s
Conversion Rate
-16%
vs. Google’s
Cost per Click
+361%
vs. Google’s
ROI
- 56%
vs. Google’s
Cost per Click
+78%
vs. Google’s
ROI
- 48%
vs. Google’s
Cost per Click
@BingAds @james3murray

@BingAds @james3murray
Image sourced via creative commons: http://bit.ly/1UpJrXo

Source: Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014
@BingAds @james3murray

Data Source: Microsoft Internal data, April 2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text Average Bing Ads searches more
concentrated around 1-3 words
Win 10 voice searches
longer through the tail
@BingAds @james3murray

Of mobile queries contain a
local intent compared to just
30% of desktop searches.
Data Source: Bing Internal data Jan-Feb 2015
@BingAds @james3murray

Data Source: xAd/Telmetrics Mobile Path to Purchase, 2014
@BingAds @james3murray

James Murray
jamurray@microsoft.com
@james3murray @BingAds

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