Optimizing performance with PPC market share insights
When it comes to understanding market trends and brand performance, market share data is essential. By analyzing competitor activity, spend, and positioning across paid and organic search, brands can assess their health, performance, and market position; an important advantage in today’s PPC landscape.
Transitioning from share of voice to market share
While Share of Voice (SoV) was once the go-to metric for assessing brand visibility, it only measures the proportion of market visibility a brand holds compared to competitors. However, market share provides a deeper level of insight by connecting visibility to actual market performance, allowing brands to track how their search presence translates into market dominance.
Making the shift from SoV to market share gives brands a more comprehensive and actionable view, ensuring that visibility is not just seen, but converted into market leadership.
Let’s explore how market share data can be applied across three key groups: brand owners, media agencies, and search teams. Together, these groups form the foundation of a cohesive, insight-driven approach to brand strategy and performance.
Who needs PPC market share insights?
1. Brand owners
Brand owners like CMOs, CFOs, heads of brand, and digital teams are the key decision-makers shaping the brand’s future.
How they use PPC market share insights:
Market share insights provide brand owners with an overview of their brand’s performance in relation to competitors. Key insights include:
- Market share by category and region (e.g., North America, Europe)
- Monitoring how new competitors impact your market share
- Understanding the factors limiting growth and identifying opportunities to expand market share
With this data, brand owners can better forecast the impact of their efforts and adjust strategies accordingly.
2. Media agencies
Media agencies manage digital budgets and campaigns for brands, with key stakeholders including paid & organic search teams, digital planners, PR teams and social media managers.
How they use PPC market share insights:
For media agencies, market share data is a powerful tool for optimizing campaign performance and spend. This includes:
- Identifying high-performing channels
- Adjusting budgets to support successful efforts
- Correlating above-the-line campaigns (e.g., TV, radio) with market share growth
- Developing a cross-channel strategy that aligns search, social, and display for maximum impact
By incorporating both paid and organic search teams, agencies can ensure a holistic search strategy that aligns visibility, spend, and performance.
3. Search teams
Search teams focus on campaign performance, driving results through optimization and efficiency.
How they use PPC market share insights:
Search teams rely on market share data to:
- Monitor competitors and identify new growth opportunities
- Respond to competitive threats and address brand inconsistencies
- Optimize campaigns for greater efficiency and adjust budgets where necessary
- Analyze trends in paid vs. organic search performance to refine bidding strategies
This enables brands to stay agile and aligned with business goals.
Bringing PPC market share insights to life
To maximize the impact of PPC market share insights, let’s walk through how to implement them effectively.
Step 1: Define your benchmark
Identify the key categories and terms relevant to your brand. With Adthena’s PPC Market Share insights, you can capture a comprehensive view of your competitors and benchmark your brand’s performance accordingly.
Adthena’s Market Share showing exactly how your spend stacks up against your competitors.
Step 2: Overlay historical and trend data
Combine historical data with instant insights from Adthena to create a robust understanding of your brand’s position and track emerging trends over time.
Step 3: Customize your cadence
Set a review cadence that fits your business needs, whether daily, weekly, or monthly. Consistency is key to making effective decisions.
To make reporting even more efficient, Adthena’s API integrations allow you to seamlessly connect your market share insights with key platforms like Looker Studio. This enables you to combine search data with organic search, social, and display for a complete market view.
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Step 4: Track and respond to trends
Leverage PPC Market Share insights to guide decisions, such as:
- Testing different optimization approaches
- Informing teams of key trends in trading meetings
- Adapting ad creative and messaging to capitalize on emerging opportunities
- Adjusting offers and pricing to compete effectively
Step 5: Align stakeholders
Market share insights help align all stakeholders on the same page, ensuring a unified approach to strategy and faster decision-making.
Get actionable insights from PPC Market Share analysis
Are you truly maximizing your market potential? Here’s how you can take strategic action:
- Budget optimization: Identify market share opportunities and allocate budget to campaigns and channels that drive growth.
- Competitive response: React quickly to competitor gains by adjusting bids, ad copy, and targeting.
- Channel strategy: Optimize your channel mix based on market share data, focusing on what works best. Consider the interplay of paid and organic search, shopping, and other channels.
- Performance context: Understand your performance relative to market conditions and competitors to make informed decisions.
Your next step
Want to see how your paid search strategy stacks up against the competition? Our PPC Market Share Analysis Reports provide the insights you need. Powered by Adthena’s Whole Market View data, these reports explore recent trends in Google Ads across your industry, helping you measure your success over the last month.
Market share insights are an invaluable asset to drive brand growth and performance. By leveraging this data, brands can optimize their marketing investments, stay ahead of competitors, and make informed decisions to drive success.
Request a demo today and see how you would use market share data to guide your brand strategy. The possibilities are vast and the potential is enormous.
