One of the challenges for marketers is to find trackable metrics that provide meaningful and timely insight for brand management. There is a lot of noise, much less signal. Amongst many metrics available from the torrent of data is one that has proved to be of high value for brand managers in many categories - share of search.
The % share of search for a brand is the volume of searching that people make for the brand as a % of total search volume across all brands in the category. In many categories the trend in brand share of search not only correlates with market share, but it can also be used to predict market share. For example, share of search for car brands can be used to predict new car sales. This is also the case in many other categories, for example: financial services, airlines, apparel, beauty, electronic goods, healthcare, movies, travel, telecoms, retail, and utilities.
Marketers can use search trends to track search interest in their brands and competing brands, discover category-relevant trends, and find out what people search for related to their brand and category.
Share of Searching generates dashboards showing Google, YouTube, and Amazon search trends for up to 25 search terms entered at a time. Charts show comparable trends in search volumes and % share of search for entered terms, with trend data back to 2004 for any country or worldwide. Marketers can discover % share of search trends for all brands in their categories and explore trends for other terms such as events, influencers, sports teams, topics, companies etc.
To download a booklet with category use case examples from Share of Searching, showing the link between search and sales in nine categories, click here.
SHARE OF SEARCHING - TESTIMONIALS
Andrea Andrus, Digital Strategy & New Business Romania, EssenceMediacom
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
“We’ve been using the Share of Searching tool for a couple of years now and it has fed many of our strategies, pitches, and client arguments when it comes to how we should approach our media strategy not only in terms of digital but offline as well. The very intuitive and friendly interface, the fact that we can use a lot more queries to compare versus Google Trends, the clear overview of seasonality and the new addition of the YouTube search feature, makes it one of our go-to platforms for research, analysis, and insights. Great work!”
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
"Share of Searching is a fantastic tool that has enabled me to mature the organic search capability for the organisation. It has helped me to discover trends with competitors so we could apply some of this logic to predict what could happen with our brands, post merger.
It has been instrumental in measuring brand awareness and organic share of search in our category. I’ve been very impressed with how receptive and responsive the team at SOS are to feedback and they’ve always been able to resolve any issues in a timely manner."
Ben Wilkes, International Marketing Manager, Tempur Sealy International
Mona Doncevska, Digital Growth Marketing Manager – Organic Search, Australian Retirement Trust
Ben Wilkes, International Marketing Manager, Tempur Sealy International
“Share of Searching is a valuable tool for Tempur to evaluate our brand health and make informed decisions about marketing strategies and investments. By tracking our share of search over time, we can get a sense of how our brand is performing relative to our competitors and whether we are gaining or losing mindshare among our audience. We use the Croft Analytics tools to make crucial decisions to continue our media spend or pull back if it does not have the desired effect.”
Carolina Garcia, Senior Data Analyst, Publicis Groupe
Mykhailo Ivonin, Head of Brand, TK Services International
Ben Wilkes, International Marketing Manager, Tempur Sealy International
“Share of Searching is a useful tool that allows us to know more about categories or industries. Once the connection between Share Of Search and Share Of Market is established, you could use SOS as a proxy (SOM) to recommend a budget. Since SOM is a metric that takes time to have.”
Daniel Sandvik, CCO, Vitamail
Mykhailo Ivonin, Head of Brand, TK Services International
Mykhailo Ivonin, Head of Brand, TK Services International
"I use Share of Searching for market share, product launches, competitor and trend analysis and much more. It has helped me tremendously in taking data driven decisions."
Mykhailo Ivonin, Head of Brand, TK Services International
Mykhailo Ivonin, Head of Brand, TK Services International
Mykhailo Ivonin, Head of Brand, TK Services International
“Share of Searching enables us to accelerate time consuming calculations for brand marketing. Share of Searching is not just an important tool, but a valuable witness of our ups and downs.”
Jonathon Quirk, Group Consumer Planning & Insights, Inchcape Australia
Jonathon Quirk, Group Consumer Planning & Insights, Inchcape Australia
Jonathon Quirk, Group Consumer Planning & Insights, Inchcape Australia
“We use Share of Search as one of our key KPIs as there’s more to gaining customer share of mind and consideration than just ad share of voice, the strong relationship to market share in many cases demonstrates this.”
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