Share of search
Estimate market share quickly and easily using Share of Search, enabling effective measurement of brand awareness campaigns.
Let’s take the first step. We’re ready.
Measure the unmeasurable with Share of Search
Brand awareness marketing has always struggled when it comes to the measurement era of digital marketing. We know it works in principle, but how can you see if a campaign is actually driving results or not. Share of Search enables marketers to see the effect a campaign is having on the underlying behaviour of users, and the impact it makes on overall market share.
Our analysts can evaluate the success or failure of your current marketing efforts with a channel agnostic approach. There’s no room for ambiguity in Share of Search around campaigns that ‘aren’t supposed to generate leads’. Either the Share of Search has increased or not. This can vastly simplify discussions and keep you focused on what the next steps should be.
It’s all too easy to get caught up in the day-to-day tactics of digital marketing. It’s critical to take a step back every now and then and look at the big picture. Does it actually matter which exact keyword a sale came from? Or is it really about overall sales growth? By remembering what marketing was originally about, and building strategic measurement frameworks to take advantage of that, you can finally begin to see both the forest and the trees.
Understand your market
In an age of measurement, data is king. Share of Search is a new way to interrogate the market and find your particular niche within it. If you don’t get to grips with the status quo, how can you ever hope to change it?
Who are your biggest competitors? Are they growing or declining? Is your position in the market still dominant, or is it being eroded by a disruptor brand? These are the questions a Share of Search analysis can answer. It functions as a leading indicator of market share. It enables you to anticipate future growth or future challenges in your business. Or you can even use it to plan out the levels of investment needed to catch up to leading brands.
A good measurement framework quantifies the key objective of a marketing piece. A sales activation campaign wants to drive sales, this is easy to measure. For brand awareness you’re looking for people to engage more with the brand and strong recognition. This is why Share of Search is such a great way to measure the impact of your brand awareness campaigns. It’s set up to measure how many people are actively recalling and searching for your brand. So it works brilliantly as a measurement for the impact your campaigns are having in the real world.
Visuals to take to the board
If a picture is worth a thousand words, a graph is worth ten thousand. Sometimes it doesn’t matter how much you tell your leadership that you’re getting outspent by competitors, they’ll just ask you to get on with it. With Share of Search you can generate clear, indisputable data visualisations that show your market position. You can use these to help focus the discussion not on whether you’re ahead or behind, but what to do about it instead.
How we work, works
We’re in the business of results. Take a look at our recent work, or get in touch to learn more about how we did it.
Let’s take the first step. We’re ready.
Frequently asked questions
How is Share of Search calculated?
Share of Search is a 12 month trailing average of search volume of a company’s brand name, in comparison to the averages of their competitor brands.
How do you get search volumes for brands?
While Google Trends doesn’t give you raw search volumes, it does give you indexed values that you can compare to other search queries. As our analysis is entirely based on how you compare to competitors, the indexed values work perfectly for us.
Is this a full replacement for market share analysis?
No, not at all. Share of Search is a measurement of the demand for a brand, not how much that brand actually delivers. In addition, it only deals in volume of enquiries. If one brand has higher order values than another, it may have a lower Share of Search but a higher market share.