If you’ve been following the conversations in the advertising industry, you may have heard of a measurement and evaluation metric that’s been gaining a lot of attention and traction: Share of Search.
However, advertising is, of course, not the only thing that will drive people to search for brands and products on Google. So, what does Share of Search mean for the public relations industry and its measurement, and should we be dropping ‘share of voice’ for ‘share of search’ instead?
Well, it’s the number of times your brand is typed into a search engine, divided by the number of times all brands in your category are typed into a search engine (including yourself). In other words, how many searches does your brand have vs. the competition?
...(come to the webinar to learn exactly how to measure Share of Search!)...
In Spring 2021, the webinar panel got together to challenge the dominant position of advertising in search. They sought to build a case for Share of Search in public relations and explore the broader opportunity for search within the practice.
In this session, we’ll discuss the role of search in public relations planning and measurement, and teach you some simple search listening tactics that will help measure communications beyond just tracking brand searches.
We’ll talk about: