Is your PR driving your Share of Search

We already covered how you can check that your PR is changing people’s mind.

If we now want to know whether it is really our PR that is creating the increased interest, then you use My Telescope to check the relation between the time the Share of Search increased and the social listening you can find in Share of Earned Media.

This view shows the Share of Earned media and you can check whether the times with increased Share of Earned media fit those of increased Share of Search. The variations can be more subtle, but will definitely show you whether it was just your PR doing it or maybe you were riding along with a competitor. If you can’t see any relation to your or other lines, then your Share of Search was driven by other marketing initiatives.

It is important to start from the Share of Search and work your way back. In case you want to start from your campaign dates, you need to keep potential “lag” in mind. This is the time it takes between you kicking off your campaign and when people start searching. You can use the MyTelescope campaign plotter to get this overview.