A step by step guide to measure campaign impact through Share of Search
Campaign effectiveness needs to be measured in two ways: Short term effects and long term effects
“There are two ways to sell things. You can send out marketing activity that evokes an immediate response - Peter Field and I tend to call that activation. That doesn't require building up long-term memories or doing much to change people's minds. It's just about evoking a response, and that can be a highly profitable and efficient thing to do.
But if you want long-term growth, what you've got to do is change people's minds in some way.” Les Binet
1) Measure Short term effect: Campaigns and activations
How:
The suggested approach is to look at the brand interest created based on Share of Search (how much your brand is searched for compared to your competitors).
Is the activity creating ESOS (Excess Share of Search, the Share of Search created is above your current market share)? Can we see a short term spike?
How to measure using My Telescope:
Use the widget Search and Sentiment trends, look for positive trends during the campaign period
2) Long term effects: brand development over 3- 5 years (depending on the category)
How:
Is the brand driving ESOS in the longer time horizon? What does the long term trend look like?
How to measure using My Telescope: Use the widget Share of Search, look for ESOS (Excess Share of Search) - are you creating a positive long term trend?
If not using My Telescope: start measuring and monitor your campaigns the manual way, using Google Trends and Excel.
If you want to know more about Share of Search does the job to measure the effect, or read why you as an advertiser should use My Telescope, look here:
To conclude: Creativity is a winning factor and the impact can be measured
Creativity is all about how a problem is solved in the most effective way.
WARC defines creativity in advertising like this: The act of “generating original, good, and useful solutions to marketing problems, deploying divergent thinking to make connections that haven’t been made before.”
In other words, if you can find a way to create an emotional bond to your brand, it will create stickiness and liking.
A Mckinsey report from June 2017 looked at what the best performing brands had in common. What they all shared was that they were awarded in Creativity and Advertising competitions. Their report stated that being best in class as an advertiser made them top performers too. That makes sense, right?