9.6
Share of Search
A brand's share of category-related search volume, used as a fast and free leading indicator of market share.
Les Binet, presented at IPA EffWorks Global (2020)
What it does
Gives a weekly read on brand health for nothing, in categories where a quarterly tracker costs a great deal and arrives too late to act on. Binet's analysis found it moving ahead of market share by several months across the categories tested, which makes it the rare brand metric that is both cheap and early.
When it breaks
It is a proxy, and proxies drift from what they proxy. Search volume rises with newsworthiness as well as with demand, so a crisis and a successful campaign look the same. In categories where buying does not involve search, or where the brand name is also an ordinary word, the signal is mostly noise. And it is cheap to move, by brand-name bidding or PR spikes, so it degrades the moment it becomes a target. That is the standard Goodhart path.
Case
Binet presented share of search to EffWorks Global 2020 as a fast, cheap, predictive measure of brand health, showing it leading market share by a matter of months in the categories analysed. The IPA published the session as a new practical metric for effectiveness tracking.
IPA · Binet presents the share of search metric, EffWorks Global 2020 ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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