WARC Talks: Share of search

Discusses how marketers can use share of search as a metric and if this could be a new way to prove the effectiveness of advertising.

Where to listen

Timestamps

01:00 – Definition of share of search - what is it and what isn't it? 02:17 – Why is it so interesting?02:53 – In what ways can you use share 03:50 – When did you notice the connection between share of search and share of market? 05:25 – Why is share of search an output, not an input? 07:44 – How are you applying this research to your work? 12:22 – How does the connection between share of search and share of market vary between category, brand size etc? 16:16 – Do you see share of search as a way to evaluate the effectiveness of your advertising? 18:44 – Les Binet has also written about share of search – are there any areas you agree or disagree on? 20:51 – Where do you see this research heading next? 26:52 – What is the first step for any marketer that wants to try this out for themselves?

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands