The recent AMA session with Purna Virji, Bing Ads Training Manager, had her attending to questions related with voice search, how Bing Ads were innovating, the pain areas for PPCers and more. From her PPC experience of more than 10 years, Purna shares some valuable insights on the growing PPC space.
So if you missed out on asking her your concerns, here are the key takeaways from her interaction.
You can view the entire session here.
1. Voice search to grow dramatically
To a question asked by Melissa Mackey on ‘What you think is the next big thing in search that people need to be taking advantage of?‘, Purna Virji said:
Certainly voice search is poised to grow dramatically (and is my passion topic!) as well as audience buying. The two are closely related. Search is still a prime audience targeting tool, allowing us to sniff out intent.
Further she added the unavoidable benefit of voice search:
Voice search further allows us to understand intent much better through the way we interact and use of natural language.
While answering to another question on ‘How should advertisers be preparing for voice search, beyond bidding on terms including “near me”, Cortana, Siri, and Hey Google?‘ Purna Virji said:
Re-evaluate keyword research: add in longer phrases, question keywords, natural language. Think of how you’d chat to a friend, especially in terms of location specific language– “next to the train station” for example: (i) Adjust your bids based on intent (ii) Use more imagery– shopping ads, image extensions, quick visuals serve voice well.
2. Make the most out of modifying bids according to demography
Answering to a question by Erin Sagin on demographic targeting, Purna Virji shared some quick steps on how to go about it in Bing Ads:
A good way to start is to pull the Age and Gender report from the UI or within Bing Ads Intelligence to see where you have high points and simply bid up for those.
Plus, these bid mods are at the ad group level, so can override the campaign settings when needed.
3. SEO isn’t anywhere close to dying
In response to a question on ‘Is SEO dying? Do you have any expectations how this will turn out in the upcoming years?‘, Purna Virji answered:
SEO is hugely critical and IMHO usually always worth the investment. SEO and PPC also play very well together—not only can PPC help fill any gaps with SEO but several studies have shown that when both PPC and organic listings are present on a page the likelihood of getting a click is much higher. In short, it’s never an either-or situation. Do both. And use each to help the other.
4. Put your phrases to test for voice search optimization
Giving tips to optimize for voice search, Purna Virji said that a lot of Bing Ads advertisers did the following:
1) Start by reviewing their SQRs to see if they’re seeing signs of voice (e.g. longer, question phrases tend to be an indication or else more obvious like “ok google”) 2)Test out a few highly relevant phrases, with appropriate bids and creative. 3) Negate out what isn’t working.
5. Once we reach parity with AdWords we are innovating
On how Bing Ads was planning for new platform developments for its advertisers and of instances where Bing have had better functionality/features than AdWords? , Purna Virji said:
We are innovating—with features such as image and video extensions, demo targeting in search, search partner network transparency and so many more. Plus we’re innovating with technology such as the Hololens.
With Purna Virji sharing her expert opinions, we are sure you will get all geared to implement them in your campaigns.
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