What is Share of Voice (SOV)?
Share of voice refers to the percentage of your brand's visibility compared to your competitors for a specific keyword within a given time period. It helps you understand how present your brand is with potential customers, the dominance of your competitors, and the effectiveness of your Amazon PPC advertising.
What is Search Rank?
Search rank is the position at which a product appears in search results. Adbrew helps you track your product's search rank in sponsored results, organic results, and overall search results. By leveraging Adbrew's Share of Voice (SOV) feature, you can gain insights into your product's visibility and performance on the search engine results page (SERP) for specific keywords. Moving ahead, let’s understand what some of the most crucial SOV terminologies mean. You may choose to skip any or all of the following definitions if you are already familiar with these terms.
Organic Rank
Adbrew's SOV provides information on the minimum, maximum, and average rank of your product on the first page of organic search results over a specified time period. The lowest rank represents the best visibility, with a rank of 1 assigned if your product appears as the first organic result at least once during the given time period. The highest rank indicates the worst visibility, representing the highest position your product appeared in the organic results, even if it occurred only once. The average rank represents the overall performance of your product during the specified time frame.
Sponsored Rank
Adbrew's SOV gathers data on the performance of your product and other ASINs in Sponsored Product Ads and/or Sponsored Brand Ads over a specified period. This information includes the highest rank, lowest rank, and average rank levels of granularity.
Total Rank
Adbrew's SOV tool provides information about the overall ranking of your product, considering both organic and paid advertising. It calculates the total rank based on the specific ASIN's ranking, regardless of how it appears (organically or through paid advertising). For example, if your brand's ASIN receives both organic and paid traffic on Amazon's SERP, the total rank considers the first result where your ASIN appears, taking into account all types of organic and advertised results.
Lowest, Highest and Average Ranks
Adbrew presents the Organic, Sponsored, and Total Ranks as Lowest, Highest, and Average ranks, respectively. These ranks are plotted based on daily data points. Adbrew's tracker visits Amazon 24 times a day to collect data. The Lowest rank indicates the ASIN's best performance hour of the day, while the Highest rank represents the hour where the ASIN performed the worst and ranked highest. The Average rank reflects the ASIN's average rank throughout the day.
Tracking Share of Voice and Search Rank with Adbrew
Navigate to the "Search Rank and SOV" menu in the left sidebar of Adbrew.
On the Search Rank and SOV page, click on the "Track Search Term" button.
Choose the frequency at which you want the keywords to be tracked (hourly or daily).
Enter your keywords and hit the "Submit" button.
Click on the "Brand Name" button and define the name of your brand(s) to track different metrics.
You will see a list of all the keywords you're currently tracking, along with ranking and SOV metrics for each keyword.
The Organic Rank column shows the best rank among your ranked organic products for the search term.
The Sponsored Rank column shows the best rank among your ranked sponsored products for the search term.
The Total Rank column shows the best rank among all your ranked products, including both organic and sponsored.
The SOV columns indicate the percentage of results that your brand occupies on the first page of search results for each category.
If you have connected your Amazon PPC account with Adbrew, you can also view PPC metrics like ACOS, spend, and sales for each keyword(which has been done in the illustration above).
To change the tracking frequency or stop tracking a keyword, select the keyword and click on the “Actions” button.
Analyzing Keyword Performance
Click on one of the keywords to dive in and gain deeper insights.
The graph at the top shows the trend of organic and sponsored ranks over time based on the selected date range.
You can metrics like spend, sales, ACOS, or share of voice metrics on the graph.
4. The product tab displays the search results from the latest search Adbrew conducted for that keyword on Amazon.
5. For each product, you can see their organic rank, sponsored rank, and total rank.
6. You can click on the "Ranks" link to view a product's historical ranking in organic and sponsored results.
7. The lowest rank represents the product's lowest position in the search results over a 24-hour period.
8. The highest rank represents the product's highest position in the search results over a 24-hour period.
9. The average rank represents the product's average position in the search results over a 24-hour period.
Targeting Competitors' Products in PPC Campaigns
Adbrew integrates with PPC, allowing you to target competitors' products in your PPC campaigns.
Select the products you want to target, click on the "Target Products" button.
Choose the ad groups, match type, and bid for the targeted products, then click "Submit".
This allows you to directly target competitor products in your existing product targeting campaigns, making it easy to capture more market share.
Analyzing Trends and Impact of PPC Spend
1. The trends section
allows you to compare important metrics between two specific time periods selected through the date picker. By inputting the current time span and the desired comparison period, you can analyze the changes in essential metrics. This includes tracking the shifts in Sponsored Products SOV%, Sponsored Brands SOV%, Organic SOV%, etc related to search terms. The section presents a graphical representation of these changes over time.
2. What all metrics can be plotted?
The image displayed below highlights all the metrics that can be plotted. Plotting these metrics enables a comprehensive understanding of our progress, if any, on our main keywords. This provides a clear indication of whether we are improving or not.
3. Plotting SOV data on chart
Clicking on the "Show Chart" button allows us to create a chart representing the numbers of the main search terms. This feature helps us gain a better understanding of the trends and patterns of the tracked search terms through Share of Voice.
4. Furthermore, to enhance the accuracy of the insights, Adbrew provides the option to sort the metrics shown in the visual based on their deltas. This allows for a better analysis of the changes in the metrics over time.
Understanding Brand Share of Voice
The "Brand SOV" tab provides insights into how different brands appear on various placements during a specific time period.
You can see the share of voice for different brands in the overall search results or specific placements such as organic, sponsored product, sponsored product top of search, and more.
By analyzing brand share of voice, you can identify your brand's performance and compare it with competitors in different search placements.
You can switch between daily and hourly views to gain more granular insights into brand visibility at different times.
Taking Actions Based on Insights
Based on the insights derived from share of voice analysis, you can take quick action to optimize your campaigns.
For example, if you have a low share of voice in sponsored brand headline ads, consider increasing the bid for that keyword in your Sponsored Brand Campaigns.
Adbrew's campaign tabs automatically filter and display all campaigns where the same keyword is being targeted in different match types (broad, phrase, exact).
You can expand a keyword to view the list of campaigns targeting it and make bid adjustments accordingly.
To update bids across multiple campaigns or match types, select the campaigns and keywords, click on "Actions," and choose "Update Bid."
Enter the desired bid for each target or adjust it by a certain percentage, then click "Submit" to apply the changes.
By following these steps, you can effectively track search rank and share of voice using Adbrew, gain valuable insights, and optimize your advertising campaigns to improve your brand's visibility and market share.
To learn more about Search Rank and Share of Voice tracking we would recommend you watch the tutorial video by clicking on the link.