The formula for calculating this percentage is: the number of times your brand was mentioned, divided by the total mentions for a specific market. This value is multiplied by 100.
Let's take a practical example . On Instagram, people are talking about shoes and you have a sports brand, so you'll be interested in knowing the level of visibility of your brand within the conversation. If the total number of mentions about shoes is 100 and, of these, 50 were mentions of your brand, the formula will be (50/100)x100. And the result is 50% SOV for your brand.
It will also be important to identify not only whether our brand is being mentioned, but whether what is being said about it is positive or negative . We may have a high SOV but this may be because people are complaining about our product and starting a reputational crisis . Knowing this will help us identify problems and be more agile in finding solutions.
In Google Ads
If you're interested in analyzing your SOV in relation to your Google Ads ad spend, you can do so through another well-known metric: impression share (IS) . This tells you the percentage of impressions your ads receive compared to the total number of impressions they could get. If your ad is shown much more than others', your IS will be high.
This information will help us understand whether our ads bahrain number data could reach more people if we increased our bid or budget. The formula divides the number of impressions of our ads by the total impressions.
When people search for things online, we want to make sure that our brand is visible and clicked on. And to know what percentage of organic traffic our brand gets in relation to the total of a given market, we need to identify the keywords we want to measure and calculate the CTR .
For example, let’s imagine that our sports brand is called “Superzapas” and we want to know how well it is positioned for keywords such as “sports” or “sports shoes”. We use an appropriate tool and obtain the position of our brand for each keyword. After this, we must find out our CTR, which will tell us the percentage of clicks we are getting from that keyword . That would be our SOV applied to this context.
Likewise, at the end, we can do the same but with our competitors and make a comparison. The CTR formula divides the number of clicks by the number of impressions and multiplies the result by 100.