Share of Voice
The Share of Voice report will show you how much attention an advertiser is commanding for a particular keyword and is a measure of how often your ads appear in relation to the total number of impressions available. An advertiser who has been in position one for every search over the course of the day will have a larger share of voice than an advertiser who has been in position two. A low share of voice indicates that you are being crowded out of the market by your competitors, resulting in fewer impressions and missed opportunities.
The Share of Voice report is ideal for making sure that you are spending your budget in the right places. Using this report, you can project how much potential there is in a particular vertical or keyword, making it easier to identify where aggression could be increased to improve ROI. If there are a small number of advertisers dominating the market, then increased aggression may result in higher CPCs. If however, the market appears to be more fragmented, this could give you an opportunity to increase your share of the marketplace.
