Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

New research in marketing

This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.

A brand’s share of online search is a powerful way for marketers to determine ad effectiveness, optimize pricing, and even predict future changes in market share.

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