3 questions you can now answer with Share of Search

We’ve been hearing a lot about Share of Search lately - so what is it all about? 

In a recent interview, Les Binet, group head of effectiveness at Adam&eveDDB, discussed how he was on the search (as it were) for an alternative metric to share voice suitable for the digital age. After exploring and rejecting candidate metrics including share of social and user sentiment, he determined that Share of Search provided the best proxy. 

How do you calculate Share of Search?

Great question. Share of Search is the volume of searches for your brand divided by the volume of searches for all of the brands in your category.

So, how can you leverage Share of Search for your clients? 

Share of Search can help you answer all of the following questions:

1. Analyze the impact of advertising campaigns: How does consumer interest respond after the launch of a major marketing campaign or new product? Binet says that for certain considered purchases, advertising can trigger short term SoS changes that may foretell long-term impact. 
2. Maximize your performance by location: Is our brand underperforming in certain locations? Measuring SoS by location can show you where you’re over-indexing on performance, and where you have room to grow.
3. Protect your market position: Are you holding your position in the market? SoS is a metric that can flag whether you’re at risk of losing market share, or if you’re maintaining your position.

Check out the full interview with Les Binet here. 

What are your questions about Share of Search, and its impact on digital advertising?