Framework for Measuring Marketing Effectiveness via Share of Search

Step 1: Product-Specific Setup

Define the exact product and brand combination that is the focus of your marketing efforts. Ensure that search terms are reflective of the specific product (e.g., Lexus NX).

Step 2: Competitor Comparison

Set up tracking for the 5 main competitors relevant to the product or brand. This will help measure how effective your campaign was in increasing awareness and interest relative to these competitors (e.g Audi Q3, Volvo XC60, Mercedes GLC etc.).

Step 3: Monitor and Defend

Monitor the Share of Search index consistently over time. By doing so, you can showcase how your marketing investment has affected brand and product awareness, providing a solid defense for further investment.

"Measuring marketing effectiveness is crucial to defend budgets and prove that ad spend drives revenue and sales. It’s mission-critical to show that every dollar spent is delivering real business value."

Rodrigo Pozo Graviz, CEO Co-founder MyTelescope