Increase market share

Grow market share with Search

Overview

Search can solve some of the biggest challenges you face when it comes to growing your share of the market.

According to the Harvard Business Review, ad spending can have a direct impact on market share1. Meanwhile, research from the IPA has demonstrated the correlation between share of voice and share of market.2

So where do Search marketers come into this? Paid Search provides an immediate route to share of voice. The nature of Search advertising means that you can dial up your coverage and position on keywords that matter to your market in real time.

Search can solve some of the biggest challenges you face when it comes to growing your share of the market:

  • Stagnant/declining growth
  • Drop in new customers at the top of the funnel
  • Loyalty and repeat purchase from the company
  • Taking share from competitors

Google click share data provides a unique view into how a particular company is performing compared to its competitors. A company with a high click share is driving more users to its site or app and in some cases to its offline store. Should this company continue to generate a high click share, these users can turn into customers, which results in more revenue. This revenue increase will allow a company to increase the portion of the market controlled by their company. Ultimately, click share is a great proxy for market share.

There can also be a defence/offence element in play. Share gains can benefit you through the impact on your competitors.

The Harvard Business Review puts it like this: “Rational competitors halt their ad offensives when they cease to produce share gains and equilibrium reigns once again. The implication for defense is clear: spend to deter attack.“1

Key takeaways

Tackle stagnant or declining growth, reach new customers, increase repeat purchases and take share from competitors by reviewing and managing click share data.

Next steps

  • Learn more

    There are rich insights within Google Ads that can help you understand your share of the market. Consider reviewing impression share and click share data. Auction insight reports will help you understand your auction positions against your competitors.

  • Long tail strategy

    Consider a long tail strategy. This can be a very efficient way to increase share at low cost.

  • One

    Learn more

    There are rich insights within Google Ads that can help you understand your share of the market. Consider reviewing impression share and click share data. Auction insight reports will help you understand your auction positions against your competitors.

  • Two

    Long tail strategy

    Consider a long tail strategy. This can be a very efficient way to increase share at low cost.

Resources

Sources

1Source: HBR, Ad Spending: Growing Market Share

2Source: Nielsen, Budgeting of the Upturn: Does share of Voice Matter