{"id":38699,"date":"2020-08-13T11:00:11","date_gmt":"2020-08-13T16:00:11","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=38699"},"modified":"2023-10-04T06:28:30","modified_gmt":"2023-10-04T11:28:30","slug":"share-of-voice","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/share-of-voice\/","title":{"rendered":"What Is Share of Voice? How to Measure It Across Channels"},"content":{"rendered":"<div class=\"intro-txt\"> Share of voice (SOV) is traditionally a measure of your advertising share compared to competitors. However, with most brands now fighting for visibility on organic channels like social and search, we can broaden that definition to how visible your brand is in the market.&nbsp;<\/div>\n<p>The formula to calculate share of voice&nbsp;is:<\/p>\n<blockquote><p>SOV = Brand visibility value \/ Total market visibility value<\/p><\/blockquote>\n<p>\u2026 where the \u2018visibility value\u2019 depends on the most suitable metric for the channel you\u2019re measuring.<\/p>\n<p>In this guide, you\u2019ll learn why SOV is one of the most essential marketing KPIs and how to measure it in today\u2019s complex omnichannel marketing world.<\/p>\n<ul>\n<li><a href=\"#why-sov-is-important\">Why is SOV important?<\/a><\/li>\n<li><a href=\"#measuring-sov-organic-search\">How to measure SOV in organic search<\/a><\/li>\n<li><a href=\"#measuring-sov-google-ads\">How to measure SOV for Google Ads<\/a><\/li>\n<li><a href=\"#measuring-sov-social-media\">How to measure SOV for social<\/a><\/li>\n<li><a href=\"#measuring-sov-mass-media\">How to measure SOV for mass media channels<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is SOV important?\" data-section=\"why-sov-is-important\">\n<h2>Why is SOV important?<\/h2>\n<\/div><\/div>\n<p>There is <a href=\"https:\/\/hbr.org\/1990\/01\/ad-spending-maintaining-market-share\" target=\"_blank\" rel=\"noopener noreferrer\">a strong relationship<\/a>&nbsp;between SOV and market share. If you have 17% SOV, you can also expect your market share to head towards 17%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1055\" class=\"wp-image-38690\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/The-relationship-between-share-of-voice-and-market-share.png\" alt=\"The relationship between share of voice and market share\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/The-relationship-between-share-of-voice-and-market-share.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/The-relationship-between-share-of-voice-and-market-share-363x425.png 363w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/The-relationship-between-share-of-voice-and-market-share-768x900.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<p>That said, you should strive for a higher SOV than market share. This is known as excess share of voice (eSOV), and it\u2019s a key long-term driver responsible for increasing your market share.<\/p>\n<p>Let me highlight the word \u201clong-term\u201d because reaching the equilibrium doesn\u2019t happen overnight. It\u2019s realistic to <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/amp\/marketing-solutions\/images\/lms-b2b-institute\/pdf\/LIN_B2B-Marketing-Report-Digital.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">expect a 0.7% annual growth<\/a>&nbsp;rate in market share for every ten eSOV percentage points. It may not seem much, but those decimal points may be worth millions in your industry.<\/p>\n<p>However, keep in mind that spending more on communications doesn\u2019t necessarily mean creating eSOV. It\u2019s about increasing your SOV relative to competitors.<\/p>\n<p>Lidl in the UK is a stellar example of SOV theory becoming a reality. Back in 2013, they had approximately 3% market share and SOV. From 2014, they began increasing their media coverage and <a href=\"https:\/\/www.theguardian.com\/business\/2019\/aug\/20\/lidl-attains-biggest-uk-market-share\" target=\"_blank\" rel=\"noopener noreferrer\">doubled their market share<\/a>&nbsp;in just five&nbsp;years.<\/p>\n<p>Watch this video for more details:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-bb-6pcbsdyc\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-bb-6pcbsdyc\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/bb-6PCbsdyc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/bb-6PCbsdyc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<p>But there\u2019s more you need to&nbsp;know\u2026<\/p>\n<p>Researchers have discovered that small brands have to overspend to maintain their market share, whereas bigger brands can get away with an SOV lower than their market share and still stand their ground.&nbsp;That\u2019s why the curve on the graph isn\u2019t linear.<\/p>\n<p>Why does this happen? It boils down to the <a href=\"http:\/\/data2decisions.com\/wp-content\/uploads\/2016\/05\/Top-10-Drivers-of-Advertising-Profitability.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">fact<\/a>&nbsp;that the bigger your brand is, the more efficiently your marketing dollars are&nbsp;spent.<\/p>\n<p>That said, your business likely isn\u2019t competing with the big brands through primetime TV ads yet. And unlike the big brands, you probably don\u2019t have a team of analysts and researchers on your payroll to keep you updated about your overall SOV.<\/p>\n<p>Luckily, you can still measure SOV for smaller pieces of the cake and use that as a KPI. We\u2019re going to focus on doing precisely that across various marketing channels below.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to measure SOV in organic search\" data-section=\"measuring-sov-organic-search\">\n<h2>How to measure SOV in organic search<\/h2>\n<\/div><\/div>\n<p>Organic search is the biggest traffic source for a lot of businesses, including us:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"390\" class=\"wp-image-38694\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/1.organic-traffic-ahrefs.png\" alt=\"1.organic traffic ahrefs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/1.organic-traffic-ahrefs.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/1.organic-traffic-ahrefs-680x166.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/1.organic-traffic-ahrefs-768x187.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/1.organic-traffic-ahrefs-1536x374.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>While the number above might be impressive, it tells us nothing about SOV. To calculate that, use one of these two methods:<\/p>\n<h3>1. Overall organic traffic compared to competitors<\/h3>\n<p>First, make a list of your competitors\u2019 domains. We\u2019ll be using only direct business competitors because there\u2019s always going to be blogs and other websites popping up in the top results. These may get significant traffic in your industry, but they don\u2019t own any market share.<\/p>\n<p>Next, paste you and your competitors\u2019 domains&nbsp;into <a href=\"https:\/\/ahrefs.com\/batch-analysis\">Ahrefs\u2019 Batch Analysis<\/a>&nbsp;to see each site\u2019s estimated organic traffic and the number of keywords they rank&nbsp;for.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1204\" class=\"wp-image-38698\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/2-batch-analysis-keywords-traffic.png\" alt=\"2 batch analysis keywords traffic\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/2-batch-analysis-keywords-traffic.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/2-batch-analysis-keywords-traffic-565x425.png 565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/2-batch-analysis-keywords-traffic-768x578.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/2-batch-analysis-keywords-traffic-1536x1156.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Export the data and get rid of anything other than the Target, Keywords, and Traffic columns.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-38710\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/google-sheet-sov.png\" alt width=\"748\" height=\"226\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/google-sheet-sov.png 748w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/google-sheet-sov-680x205.png 680w\" sizes=\"auto, (max-width: 748px) 100vw, 748px\"><\/p>\n<p>Then, create two new columns for keyword and traffic shares.<\/p>\n<p>Enter this formula in row one of the first new column: <code>=iferror(arrayformula(if(row(B$1:B)=1,\"Keyword share\",if(B1:B=\"\",\"\",B1:B\/sum($B$2:B)))))<\/code><\/p>\n<p>And this formula in the first row of the second new column: <code>=iferror(arrayformula(if(row(C$1:C)=1,\"Traffic share\",if(C1:C=\"\",\"\",C1:C\/sum($C$2:C)))))<\/code><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-38708\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/google-sheets-formulas.gif\" alt width=\"573\" height=\"149\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Here\u2019s <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1XlF2HYqRf2Kbfsp4CvANSqdVEzs2im6nGeHq8SlL9D8\/copy\">an example sheet<\/a> with cells with formulas highlighted green.&nbsp;<\/div>\n<p>Now comes the drawback of this quick method. The broader the target audience of a given website, the more keywords and traffic opportunities there&nbsp;is.<\/p>\n<p>That means websites with abnormally high keyword shares probably target a wider audience. On top of that, some sites rank for high-volume keywords with virtually no value for their business. Those can skew the data quite a&nbsp;bit.<\/p>\n<p>For example, one \u2018competitor\u2019 of ours gets a lot of organic traffic to a Spanish blog post explaining what a CEO&nbsp;is.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1450\" height=\"536\" class=\"wp-image-38696\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/4-competitor-low-business-value.png\" alt=\"4 competitor low business value\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/4-competitor-low-business-value.png 1450w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/4-competitor-low-business-value-680x251.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/4-competitor-low-business-value-768x284.png 768w\" sizes=\"auto, (max-width: 1450px) 100vw, 1450px\"><\/p>\n<p>Although that pumps up their SOV when using this method, the blog post has pretty much zero \u2018business value\u2019 and is unlikely to attract any customers.<\/p>\n<p>In conclusion, take these numbers with a grain of&nbsp;salt.<\/p>\n<p>We\u2019ll move onto a method that eliminates these drawbacks and inaccuracies to a certain degree.<\/p>\n<h3>2. Tracking a representative sample of your industry keywords<\/h3>\n<p>The only way to avoid the differences between websites\u2019 target audiences is to choose the keywords you want to consider traffic from.<\/p>\n<p>The best approach here is to take your <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>&nbsp;master sheet, paste all main keywords into <a href=\"https:\/\/ahrefs.com\/rank-tracker\/\">Rank Tracker<\/a>, add your competitors\u2019 domains, and check the visibility in the <strong>Competitors overview<\/strong>&nbsp;tab:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1252\" height=\"278\" class=\"wp-image-38689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/5-rank-tracker-visibility2.png\" alt=\"5 rank tracker visibility2\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/5-rank-tracker-visibility2.png 1252w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/5-rank-tracker-visibility2-680x151.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/5-rank-tracker-visibility2-768x171.png 768w\" sizes=\"auto, (max-width: 1252px) 100vw, 1252px\"><\/p>\n<p>The visibility metric shows the percentage of all clicks from your tracked keywords that land on the respective website.<\/p>\n<p>Just a couple of quick notes when doing&nbsp;this:<\/p>\n<p>First, you only want to track the main keywords. That\u2019s the \u201cfat head\u201d keyword that gets the most clicks for a topic. Keyword research master sheets often contain tens of thousands of keywords, and you only want to work with the most representative sample here. This sample will include keywords that you\u2019re already targeting with content and those you\u2019re yet to target.<\/p>\n<p>Second, always exclude yours and your competitors\u2019 branded keywords.<\/p>\n<p>Once you\u2019ve done that, just copy and paste the keywords into <a href=\"https:\/\/ahrefs.com\/rank-tracker\/\">Rank Tracker<\/a>. If you have a location-specific business, make sure to track the right locations in this step. I\u2019m only going after our biggest market here: the United States.<\/p>\n<p>You should also tag&nbsp;the keyword list so you can filter the SOV keywords later&nbsp;on:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"799\" class=\"wp-image-38688\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag.png\" alt=\"6 rank tracker tag\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag-680x340.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag-768x384.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag-1536x767.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/6-rank-tracker-tag-400x200.png 400w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Hit \u201cAdd keywords,\u201d and you should see the <strong>Overview<\/strong>&nbsp;report. If you\u2019re already tracking other keywords, you\u2019ll need to filter the \u201cSOV keywords\u201d using the&nbsp;tag:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"844\" class=\"wp-image-38692\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/7-sov-tag-rank-tracker.png\" alt=\"7 sov tag rank tracker\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/7-sov-tag-rank-tracker.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/7-sov-tag-rank-tracker-680x359.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/7-sov-tag-rank-tracker-768x405.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/7-sov-tag-rank-tracker-1536x810.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>The <strong>Overview<\/strong>&nbsp;report is useful for tracking your progress, but you\u2019ll need to switch to the <strong>Competitors overview<\/strong>&nbsp;tab to see how you stack up against your competitors.<\/p>\n<p>You can see our visibility comparison here:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1391\" height=\"935\" class=\"wp-image-38691\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/8-visibility-competitors-rank-tracker2.png\" alt=\"8 visibility competitors rank tracker2\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/8-visibility-competitors-rank-tracker2.png 1391w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/8-visibility-competitors-rank-tracker2-632x425.png 632w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/8-visibility-competitors-rank-tracker2-768x516.png 768w\" sizes=\"auto, (max-width: 1391px) 100vw, 1391px\"><\/p>\n<p>For a percentage representation, head to the <strong>Traffic share <\/strong>report to see how the pie is split between you and the tracked competitors:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"580\" class=\"wp-image-38693\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/9-traffic-share.png\" alt=\"9 traffic share\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/9-traffic-share.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/9-traffic-share-680x247.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/9-traffic-share-768x278.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/9-traffic-share-1536x557.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Just keep in mind that this is only one channel, and the proportions above don\u2019t correspond to overall SOV or market shares. The relationship between SOV, market share, and advertising effectiveness only works when looking at SOV across all channels.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to measure SOV for Google Ads\" data-section=\"measuring-sov-google-ads\">\n<h2>How to measure SOV for Google Ads<\/h2>\n<\/div><\/div>\n<p>We\u2019re going to take a different route here and go&nbsp;after impression share instead. That\u2019s because it\u2019s the only metric suitable for SOV tracking offered by Google Ads, which will always be more accurate than metrics from third-party tools.<\/p>\n<p>Impression share (IS) represents the percentage of times your ads were shown out of the total impressions it could have received based on your targeting.<\/p>\n<div id=\"attachment_38713\" style=\"width: 2009px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-38713\" class=\"size-full wp-image-38713\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/impression-share.png\" alt width=\"1999\" height=\"953\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/impression-share.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/impression-share-680x324.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/impression-share-768x366.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/impression-share-1536x732.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><p id=\"caption-attachment-38713\" class=\"wp-caption-text\">Search Keywords report from Google Ads. You\u2019ll find the Search impression share metric under \u2018Competitive metrics\u2019 when you modify the columns of the default report.<\/p><\/div>\n<p>Regardless of how valuable this metric is for PPC specialists, there\u2019s still one drawback we need to keep in mind for SOV tracking. It\u2019s the \u201cbased on your ads targeting\u201d part. To give an extreme example, let\u2019s say you\u2019re targeting just one exact-match keyword in a small geographical area. Doing that makes it easy to achieve 100% IS with an optimized bid, ad, and landing page.<\/p>\n<p>That said, such a PPC objective could be something like \u201cincrease IS from 54% to 70% in the UK among potential keyword research tool buyers by the end of the&nbsp;year.\u201d<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to measure SOV for social media\" data-section=\"measuring-sov-social-media\">\n<h2>How to measure SOV for social media<\/h2>\n<\/div><\/div>\n<p>First of all, we\u2019re focusing on organic channels only. With paid social ads, you can see metrics such as ad frequency, reach, impressions, and estimated audience size, but there\u2019s no way to compare them to the competition. That makes it impossible to create any viable paid social SOV tracking.<\/p>\n<p>Luckily, organic social SOV measurements are quite straightforward. It\u2019s all about keeping track of all your and your competitors\u2019 brand mentions.<\/p>\n<p>While there are plenty of <a href=\"https:\/\/www.g2.com\/categories\/social-media-monitoring\" target=\"_blank\" rel=\"noopener noreferrer\">social media monitoring tools for this<\/a>,&nbsp;I only have experience with Brand24. However, the concept should work across the board. You monitor keywords (brand names) across selected social media channels, and the tool shows you the number of mentions over a specific period. If it doesn\u2019t show SOV, just compare your brand mentions to the overall market mentions.<\/p>\n<p>The following screenshot shows how that might look. In this case, we\u2019re filtering for mentions of Ahrefs on Twitter. To get SOV, you\u2019d just divide our brand mentions by the overall number of brand mentions in the category. So, if you see overall 500 mentions of three brands that you\u2019re tracking, and 133 of those mentions belong to your brand, your SOV is 26.6%:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1415\" class=\"wp-image-38687\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/11-brand24-social-media.jpg\" alt=\"11 brand24 social media\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/11-brand24-social-media.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/11-brand24-social-media-481x425.jpg 481w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/11-brand24-social-media-768x679.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/08\/11-brand24-social-media-1536x1358.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>I\u2019m not leaving this without a \u201cbut,\u201d though.<\/p>\n<p>As you know, social media is rife with bots, so keep in mind that quite a lot of brand mentions won\u2019t be coming from a real person. To correct for that, you\u2019ll have to adjust the monitoring by applying some filters based on what your social monitoring platform offers.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to measure SOV for mass media channels\" data-section=\"measuring-sov-mass-media\">\n<h2>How to measure SOV for mass media channels<\/h2>\n<\/div><\/div>\n<p>I\u2019m sure you get the gist now. We can go on and on in terms of marketing channels, so I\u2019ll just end this with mass marketing channels that gave birth to&nbsp;SOV.<\/p>\n<p>The essential mass media metric for channels like TV or radio is Gross Rating Points (GRP). Not only is it suitable for measuring SOV, it\u2019s also often used as a pricing unit to quote campaign costs.<\/p>\n<p>GRP is calculated by multiplying audience reach by exposure frequency during a specific period. If your ad airs five times with 12% reach and three times with 15% reach, your GRP is 60 + 45 =&nbsp;105.<\/p>\n<p>All serious media houses have and will share the metrics that you need. I wish I could add some personal experience here, but I\u2019ve only run print ads. All I can say is that we predominantly \u201cdigital\u201d marketers can learn a lot from looking at the bigger picture.<\/p>\n<h2>Final thoughts<\/h2>\n<p>SOV tracking allows you to set marketing goals for eSOV, which is crucial for increasing market share. Just keep in mind that measurement is one thing, and taking action is another.<\/p>\n<p>Achieving eSOV is a whole different topic. You need to focus on eSOV for short-term sales activation and long-term brand building channels. The mix of channels you use to achieve that should be derived from your marketing strategy. Watch these <a href=\"https:\/\/www.youtube.com\/watch?v=2LkK-UdbMuM\" target=\"_blank\" rel=\"noopener noreferrer\">two<\/a>&nbsp;<a href=\"https:\/\/vimeo.com\/373969781\" target=\"_blank\" rel=\"noopener noreferrer\">videos<\/a>&nbsp;to learn more about <a href=\"https:\/\/ahrefs.com\/blog\/small-business-marketing-strategies\/\">marketing strategies<\/a> and advertising effectiveness from the&nbsp;best.<\/p>\n<p>Got any questions or comments? Ping me on <a href=\"https:\/\/twitter.com\/michalpecanek\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The formula to calculate share of voice&nbsp;is: SOV = Brand visibility value \/ Total market visibility value \u2026 where the \u2018visibility value\u2019 depends on the most suitable metric for the channel you\u2019re measuring. In this guide, you\u2019ll learn why SOV<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":38700,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390,335],"tags":[],"coauthors":[375],"class_list":["post-38699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Share of Voice? How to Measure It Across Channels<\/title>\n<meta name=\"description\" content=\"Share of voice (SOV) is traditionally a measure of your advertising share compared to competitors.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/share-of-voice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Share of Voice? 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