Share of search as currently proposed only goes so far
That’s not to say pulling Google trends for your brand name and that of your most important competitors to see who’s getting the most searches isn’t useful. It quite clearly is.

Share of search gives a quick read on how in demand your brand is versus theirs, and that’s a handy yardstick for how well you’re doing. And yes, if advertising is working to generate demand, it will generate searches too, so share of search – just like brand consideration – can give you a read on how your campaign landed.

But it doesn’t take into account the supply side of the purchase decision, and that’s a problem if you want to use it to say anything about whether a marketing investment is or was worth making, or what size your budget should be.

A search for your brand indicates some willingness to purchase from you, but it doesn’t tell you how much people are willing to pay, or which product features they need. You can be an in-demand brand, with a high share of search, but if the price is wrong, that demand won’t convert to a sale.

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