Increase market share

Own the categories important to your business

Overview

Use Search as a channel to tackle common strategic business objectives by ‘owning’ relevant categories. Benefit from the positive perception of being in the top slot.

To tackle market share and growth objectives, ‘owning’ a category that’s relevant to your business can be a very effective strategy. When someone makes a query within the category you’ve selected, you have top slot presence. It’s the premium position and equivalent to the first in a break for TV, the billboard next to the sports stadium or the front page ad in a newspaper. These kinds of buys come with additional value through the exposure they create for anyone that occupies the space..

The top slot in an auction offers much more than just the click. A 2017 study by Eye Square1 looked at smartphone usage and found that:

  • 54% of view time is spent on the top three ad positions
  • The first position is associated with strong brands
    • 63% associate the top slot with well-known brands
    • 51% associate the top slot with popular brands
    • 47% associate the top slot with the most relevant brand
  • Brand exposure aids recall. Search results in top positions are recalled significantly more often than others.

The top slot can create value for Search beyond the click. There is a value to an impression, to visibility and to the perception that prominence creates. ‘Owning’ a category in this way can support multiple goals beyond standard performance objectives. It can:

  • help establish a new business within an industry
  • create cut-through with a new product in a competitive market
  • support a brand strategy
  • defend against competition
  • increase volumes of customers to the site

While there’s a lot of benefit from taking the top slot in Search, ensuring the appropriate measurement is in place is vital. Get clarity on what success looks like for you and this kind of strategy so you can fully understand the benefit.

If you want to automate some of the process, consider a bidding strategy such as target impression share or target outranking share.

Key takeaways

Consider Search as a channel to tackle common strategic business objectives by ‘owning’ relevant categories. Benefit from the positive perception of being in the top slot. 

Measurement is key to understanding the broader impact of Search visibility. What does success look like for these campaigns?

Next steps

  • Clarify objectives

    What is your main objective? Do you want to increase awareness of your brand or a particular product? Want to defend market share against the competition or support branding activity in other channels? Decide what is the most important outcome and put the appropriate measurement in place.

  • Impression share data

    Look at your impression share data on relevant keywords. What is the headroom to increase share and own the category? Check out Performance Planner within Google Ads to understand the budget requirements and potential conversion growth from increasing your exposure.

  • Automated bidding strategies

    Learn about the automated bidding strategies that could help you achieve your goals, such as target impression share.

  • One

    Clarify objectives

    What is your main objective? Do you want to increase awareness of your brand or a particular product? Want to defend market share against the competition or support branding activity in other channels? Decide what is the most important outcome and put the appropriate measurement in place.

  • Two

    Impression share data

    Look at your impression share data on relevant keywords. What is the headroom to increase share and own the category? Check out Performance Planner within Google Ads to understand the budget requirements and potential conversion growth from increasing your exposure.

  • Three

    Automated bidding strategies

    Learn about the automated bidding strategies that could help you achieve your goals, such as target impression share.

Resources

Sources

1Eye Square study [DE]: Performance of mobile search 2017 (survey)