Share of Voice Tracking

Tracking performance is complex. Seasonality changes sales volume by product type month to month, pricing, advertising and organic content all factor in and make it difficult to look at each of your products individually and articulate a coherent strategy. But what if there was a way to look at your portfolio's opportunity holistically without going through individual products?

Brand Share of voice tracking is the ultimate tool to cut through the noise and find the keywords that need your attention on. It will tell you exactly what percent of possible search results slot that is out there for products like yours is being taken up by products from your brand.

How is Share of Voice Gathered?

Share of voice is a simple calculation on a keyword level. Its calculated by counting the number of product slots (not sponsored) for a given keyword in the search results page. Typically this is only done for the first page of 50 results but calculation methods may vary. You then count the number of products that show up which are part of your brand. To calculate: {{# of Your Products showing up}} / {{Number of Product Slots}}

This will give you a number that says: Out of X number of product slots for this keyword, X% of them are taken up by our brand's products.

Sponsored VS Organic VS Combined - Organic Share of Voice only looks at the organic slots and organic products which your brand shows up for. This gives you a much cleaner idea on how your organic ranking of your portfolio is doing because it is not affects by ads. Sponsored Share of Voice includes the sponsored slots and sponsored ads where you product shows up, this gives you a good idea on your overall visibility coverage for your paid media. Combined share of voice includes both Organic and Sponsored and gives a good overall view of how often and where your product is showing up in search.

Basic VS Weighted - Basic Share of Voice metrics are calculated as shown above. Weighted is meant to offer a bit more context based on how high up the page products are showing. In Weighted Share of Voice products that are closer to the top of the search results and thus are more likely to attract clicks from customers searching on that keyword are given a boosted or 'weighted' percent which shows higher than the same product is it shows up at the bottom of the search results. Weight is thus a great proxy for overall search volume that your organic and sponsored product placements are driving.

Why is Share of Voice so Good?

Share of voice gives you an overall measure of your presence on certain keywords. Because it is proportional to overall volume Share of Voice can be used regardless of seasonality. For example, 20% share of voice when traffic for a keyword is 10k searches per month and 20% share of voice when the overall traffic is 1k searches per month can be seen as maintaining your position in the market, even though your overall sales are going down, you can tell that you are maintaining your position in the marketplace.