Introduction: Building Share of Voice Metrics
As a Product Manager at one of the largest ad platforms, I built Share of Voice (SOV) metrics and experiences. These tools showed advertisers how often their brand appeared in key placements compared to rivals.
Before these metrics, advertisers had limited insight. They could see clicks and impressions but not their true standing. They did not know if they were visible at critical moments. They could not see if they were gaining ground. When the metrics launched, brands of all sizes adapted to devise smarter, more confident search strategies.
A sportswear brand, for example, could measure its visibility on branded queries like “Puma running shoes” and quickly spot if rivals were encroaching on its territory. Electronics companies began tracking share on category terms like “noise-cancelling headphones” to understand whether incremental investment would translate into real growth. Even small sellers found value carving out space in a crowded market and bid on highly specific searches instead of going after competitive keywords.
What Is Share of Voice?
Share of Voice is the share of visibility a brand holds compared to others.
Example: If 100 ads appear for “noise-cancelling headphones” and your brand, Brand A, shows up in 25, your SOV is 25%.
Why Share of Voice Matters for Everyone
SOV changes the balance of power. Big brands once had an edge with custom tools or support from large agencies. Small advertisers had no way to measure their presence. Now, with SOV metrics more accessible across all ad platforms, every brand can benchmark itself and find ways to improve their share of the pie.
A mid-tier coffee brand may never own 80% of searches for “coffee beans.” But holding 15–20% on “organic espresso beans” can secure them a loyal audience. A cleaning brand can spot when rivals start bidding on terms like “Lysol disinfectant spray” and take steps before share slips away.
From Insight to Strategy
To illustrate how different advertisers apply SOV insights across their customer journey, here are practical search strategies aligned to two key goals: new customer acquisition, and brand defense and driving loyalty.
A. New Customer Acquisition
Example Search Strategies Using Share of Voice
To illustrate how different advertisers apply SOV insights across their customer journey, here are practical search strategies aligned to three key goals — new customer acquisition, brand defense, and driving loyalty.
SOV is more than just a number. It shows where a brand stands in the buyer’s path.
Footwear companies might dominate on brand terms like “Adidas soccer cleats” but miss out on “kids soccer shoes.” In household staples, SOV is critical. Brands found that dropping below a set level hurt trust and sales. Many brands build their strategy around anchor keywords like “laundry detergent” or “diapers.” Once stable there, they expand into related searches. This guides shoppers from awareness to purchase, ensuring brands stay connected to them along their purchase journey.
B. Driving Loyalty and Retention
Brand defense protects a company’s reputation and ensures existing customers don’t switch to competitors:
Objective: Maintain high SOV on branded terms and defend from rival conquesting.
Example Strategy: A coffee brand like ‘Blue Bottle’ tracks its SOV on searches such as ‘Blue Bottle Coffee’ or ‘Blue Bottle beans’. If SOV drops due to competitor bidding, the brand increases bids or enhances ad relevance to regain dominance.
Tactics:
– Monitor SOV dips on branded and product-line keywords.
– Run automated alerts for competitor encroachment.
– Use high SOV maintenance as a signal of brand health.
SOV is more than just a number. It shows where a brand stands in the buyer’s path.
Footwear companies might dominate on brand terms like “Adidas soccer cleats” but miss out on “kids soccer shoes.” In household staples, SOV is critical. Brands found that dropping below a set level hurt trust and sales. Many brands build their strategy around anchor keywords like “laundry detergent” or “diapers.” Once stable there, they expand into related searches. This guides shoppers from awareness to purchase, ensuring brands stay connected to them along their purchase journey.
Excess Share of Voice: Why Large Brands Push Beyond Market Share
Large brands often push for Excess Share of Voice (ESOV). This means SOV is higher than share of market (SOM). Over time, that gap fuels growth. A lot of electronics and gifting brands often overspent to hold share during holiday season. ROI dipped in the short term. But in the long run, recall improved, organic ranking rose, and sales start to grow.
What Research Shows
- DPR&Co: “In B2C, each 10% ESOV leads to about 0.7% annual market share growth.”
- CreativeX: “Brands that invest in extra share of voice, or eSOV, to gain SOM during an economic downturn see more market share gains for their money.”
Procter & Gamble expressed it well: When times are tough, you build share.
That might mean a brand with 25% of sales in “noise-cancelling headphones” pushes to 35% SOV during key holiday seasons. The added visibility drives sales long after the season ends.
Different Advertisers, Different Plays
Large brands use SOV to fine-tune and to push ESOV. A company with 70% share in “running shoes” may choose to reach 80% if the payoff is worth it. Mid-sized brands pick battles. Instead of “laptops,” they may chase “2-in-1 convertible laptops.” Growth may come faster in this space. While small brands stay narrow. A candle maker does not need to win on “candles.” Showing up for “handmade soy candles” builds loyal buyers. A local shop can grow by winning on “Seattle Seahawks t-shirts” rather than broad terms like “men’s t-shirts.”
Conclusion
SOV gives all advertisers a clear view of their presence. Large brands use it to grow beyond current share. Mid-sized brands use it to compete where they can win. Small sellers use it to stay visible in the places that matter.
When I built these metrics at Amazon, I saw brands stop guessing. They started competing with clarity. SOV remains a tool that helps every brand, no matter its size, earn a place in the market.
Disclaimer: The views expressed in this article are my own. They do not represent the views of any current, past, or future employer.
