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.

So posits Les Binet, the head/effectiveness at agency adam&eveDDB, and who is regarded as one of the “godfathers of marketing effectiveness.”

His argument regarding the importance of “search of search” draws on six years of analysis into the correlation between brand-specific queries entered on Google’s search engine and...

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