The internet has made it challenging to accurately measure brands’ share of voice. Luckily, Share of Search is a simple but powerful metric using search interest as an indicator of intention to buy something in the short term.
Share of voice only works if you know how much advertising exists in a particular category. With the many channels available today, that task is close to impossible.
Monitoring social media mentions doesn’t work either. The brands people talk about most on social media are often the ones they’re least likely to buy.
Share of Search is a Share of Voice that works in the digital era. It is a simple and cost-effective way to measure the performance of the brand and the competitors’ brands.
Share of searches is the share of organic Google search queries (not share of paid search advertising) and equates to total searches for a specific brand, divided by the total searches for all brands in that category.
Across numerous studies spanning many categories and countries, there has been an average of 83% correlation between Share of Search and market share.
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