We’re going to take a different route here and go after impression share instead. That’s because it’s the only metric suitable for SOV tracking offered by Google Ads, which will always be more accurate than metrics from third-party tools.
Impression share (IS) represents the percentage of times your ads were shown out of the total impressions it could have received based on your targeting.
Search Keywords report from Google Ads. You’ll find the Search impression share metric under ‘Competitive metrics’ when you modify the columns of the default report.
Regardless of how valuable this metric is for PPC specialists, there’s still one drawback we need to keep in mind for SOV tracking. It’s the “based on your ads targeting” part. To give an extreme example, let’s say you’re targeting just one exact-match keyword in a small geographical area. Doing that makes it easy to achieve 100% IS with an optimized bid, ad, and landing page.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
That said, such a PPC objective could be something like “increase IS from 54% to 70% in the UK among potential keyword research tool buyers by the end of the year.”
How to measure SOV for social media
First of all, we’re focusing on organic channels only. With paid social ads, you can see metrics such as ad frequency, reach, impressions, and estimated audience size, but there’s no way to compare them to the competition. That makes it impossible to create any viable paid social SOV tracking.
Luckily, organic social SOV measurements are quite straightforward. It’s all about keeping track of all your and your competitors’ brand mentions.
While there are plenty of social media monitoring tools for this, I only have experience with Brand24. However, the concept should work across the board. You monitor keywords (brand names) across selected social media channels, and the tool shows you the number of mentions over a specific period. If it doesn’t show SOV, just compare your brand mentions to the overall market mentions.
The following screenshot shows how that might look. In this case, we’re filtering for mentions of Ahrefs on Twitter. To get SOV, you’d just divide our brand mentions by the overall number of brand mentions in the category. So, if you see overall 500 mentions of three brands that you’re tracking, and 133 of those mentions belong to your brand, your SOV is 26.6%: