![]() It’ll come as no surprise that it has great data on smartphones from Sony, Apple and Samsung. Unless you’re a big brand, Google Trends doesn’t give you all the data you need. He cites three great examples: cars, energy (gas and electricity) and smartphones.īut then the model starts to come apart. Les Binet suggests that we can all use data from Google Trends to find out how many people are searching for our brands in comparison to our competitors’ brands. ![]() In more modern times, the data just didn’t take into account the digital channels that contributed to your real-world Share of Voice. In ye olde days, you had to mortgage your children to buy it from Neilson or someone similar. You needed advertising stats to calculate your Share of Voice and that data was hard to find. Share of Search is an encouraging metric because it’s more accessible that its predecessor, Share of Voice (SoV). Share of Search and Google Trends: the problems If you had sales data as well, you could see how long it takes for Share of Search to generate Share of Market but that kind of data costs more than most SMEs want to pay – and it’s not even available for many business-to-business markets. Share of Search averaged over an entire time period It will automatically generate two charts.Ī replica of the Google Trends’ own chart: Paste the data into the Excel template you can download from this page.Use that search to create a single chart of your brand against four key competitors.Do a preliminary search of all your competitors to get a feel for which are the biggest performers and which have escaped Google Trends’ notice completely.Only collect data for search topics, not search terms.When collecting brand data from Google Trends: ![]() Google Trends data is all relative so you can’t say “reach 50% Share of Search”. Your target should be to “equal competitor x” or “exceed competitor y”. If you accept that your Share of Search indicates where your Share of Market is heading, your goal is clear: increase your Share of Search. Increase your Share of Search and you will increase your Share of Market (SoM). The theory that’s proposed and supported by Les Binet is that Share of Search predicts share of market. With Google Trends data, you can find out the proportion of people who search for your brand compared to others. The topic du jour is Share of Search (SoS) and how Google Trends gives you the data you need to calculate it. How to use Google Trends to calculate Share of Search
0 Comments
Leave a Reply. |