You've already been able to take advantage of tracking Share of Voice 📊 for the keywords. However, we don't stop and keep enhancing our platform features for you. We added the SOV 5d (current) 1st, SOV 5d (current) 2nd and SOV 24h (current) 1st metrics to the automated rules to extend their functionality.
🚀 SOV metrics in Automation:
✔️ Help you expand and maintain your market share.
✔️ Provide a new way to increase brand awareness.
✔️ Allow efficient brand protection from competitors.
✔️ Let you boost the performance for the most relevant keywords.
The available analysis periods:
SOV 5d (current) 1st automatically uses the SOV value for the last 5 days (the same value is displayed on your dashboard). This is the period we recommend using at the moment to rely on statistically relevant data.
SOV 5d (current) 2nd uses Share of Voice data for the second ad placement collected over the past 5 days, matching the value shown on the dashboard
SOV 24h (current) 1st automatically uses the SOV value for the last 24 hours from the moment the rule was triggered. It's ideal for running rules over short periods (1-3 days, such as weekends).
SOV <date range> lets you set longer date ranges, which is a good option if you want to make decisions based on long-term data rather than react to the latest data.
💡Access to the SOV 24h (current) 1st metric is currently available upon request. For more details, please contact your Customer Success Manager.
Main use cases for SOV in Automation
With SOV metrics in your automated rule, you can:
React proactively to any drastic changes in the market.
Monitor SOV 5d (current) 1st, SOV 5d (current) 2nd and SOV 24h (current) 1st by receiving alerts 📩 when competition is becoming stiff and SOV 5d and SOV 24h falls beyond your target value.
Receive notifications to make decisions on the next steps of your performance optimization.
Recommended rule
- Applicable for brand campaigns first of all. It can also be used for separate, top-important keywords, not letting the competitor take their share.
- Especially useful during high seasons to keep an eye on the most relevant keywords.
Tip 💡 Please be aware that you can easily use the Keyword Type condition to ensure that your automatic rules only suggest relevant brand keywords. By filtering your keywords and utilizing automated rules, you can maximize the reach of your brand keywords. Check this article to learn more about the Keyword Type condition.
You can create an additional rule with SOV metrics in Conditions to enrich your CPA- or ROAS-based rules for growth and scaling. This ensures that scaling potential is not missed out.
Example:
Rule 1 gradually increases the bids if the performance is high.
Rule 2 decreases the bids if performance is low.
Yet, some really good keywords with good performance might have quite a low SOV so far. It makes sense to pay specific attention to them and actively increase the bids.
Review such keywords once a week. This approach will also verify that your performance-based strategy works effectively and good performers reach their maximum potential.
Recommended rule
Alert for good performers with low share:
Maintain minimum CPT bids to keep the sustainable positions with a 50% SOV.
Add CPA metrics to control your spending.
Recommended set of rules
- Applicable for the generic and competitors' campaigns
- The strategy can also be used for the brand campaigns to keep the leading market position while not aiming at the maximum share of the paid traffic.
The following rules allow you to monitor SOV 5d (current) 1st, SOV 5d (current) 2nd and SOV 24h to keep costs within the target and take the optimum SOV for the mid-range keywords or other keyword groups while avoiding self-competition.
and
Pump up your scaling process and prevent bid increasing if the SOV is already at the maximum.
Recommended rule
Applicable for all campaign types.
Pro tip 💡
It's beneficial to use both the SOV 5d and SOV 24h metrics simultaneously, with the SOV 5d acting as a normalizer.
If the SOV 5d is greater than 90% and the SOV 24h is less than 90%, then increase the bid.