Share of search
DefinitionPaid Media
Share of search
A brand's share of branded search volume within its category. Moves with mental availability and tends to predict market share movements months ahead, making it a cheap public leading indicator of brand health.
Evidence from the library
6-12 monthsShare of Search moves 6 to 12 months before market share doesPrincipleWhen Share of Search stops tracking awareness, that is the signal to move money down the funnelPrincipleShare of Model is not a proxy for share of voice or share of searchWarningShare of Model - a brand's visibility and perception inside the AI modelsPrinciple+5pp awareness = +5pp Share of SearchAt low awareness, brand growth converts into search demand roughly one for oneStat
Source
Marketing Definitions
Les Binet, Share of Search as a Predictive Tool (IPA, 2020)