Edition # 11 I Do Not Follow

Alright, folks, welcome back to the Wednesday Windup. I’m embarrassed to ask, but are you actually reading these?! (Besides my mom.)

Goddammit, I’m pathetic.

But I'll still share my thoughts from this week... 

Eternal discontent is not a second and separate worthwhile mindset to optimism.

Discontent with ourselves is fundamental to our ability to think optimistically.

Humans are composed of opposing forces. More than contradictory forces … opposing forces.

The greater one’s accomplishments, the greater their potential downfall.

The greater their sense of humor, the greater their ability to harm with words.

The greater their intellect, the greater the risk of hubris and arrogance.

When we look inward—instinctively and honestly—with the attitude that our problems are solely our own, that we are the cause of our issues, only then can we appreciate the counterweight to that notion: that it is within us to discover solutions that will offer commensurate positive outcomes.

Multiple, opposing energies exist within us at the same time … our problems are of our own making (eternal discontent) … we have the toolkit and intelligence and ability to solve them (optimism).

So, cheers to trying to balance the duality of life. Let me know if you figure it out.

Today, we’re jumping into a few choice topics: my infamous, fully-clothed plunge into a pool (10/10 don’t recommend), the “no-strings-attached” free trial for AdVenture Academy, and why “share of search” might just be the sneakiest predictor of who’s winning the market.

Let’s wind this week up right, shall we?

"Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence."

— Helen Keller

Do Not Follow 

A story from inside the agency... 

I’m not a natural-born leader—I’m not sure what that even means—but as far as I can remember I always tried to get people into things. When I was in seventh-grade, I got a bunch of kids on the bus (and this one girl, hehe) really into this instrumental guitarist named Craig Chaquico. That was when all the cool kids were listening to Green Day and Goo Goo Dolls.

In high-school, when everyone had Mini-Disc players (remember those?), I got all my friends to by a Creative Zen. A few days later, I exchanged my Zen for a Microsoft Zune, and so did my friends. One of them.

I was usually the one who organized and planned road-trips, sleepovers, Blockbuster heists (not huge heists; stealing DVDs from Blockbuster), and whatever other shenanigans we got up to.

It’s late 2015, and Danny and I are in Vegas, visiting Ruth, our largest client, for the second time. After meeting with Ruth during the day, she invites us to the Magento Conference networking after-party at the Wynn Hotel. It’s a fun party, open bar, live music … outdoors between the Wynn and the Encore. It’s a beautiful night, and everyone’s having a great time. There’s this giant pool in the center of the courtyard—but the pool was closed. Ruth, Danny and I are sitting near the edge of the deep-end on loungers, sipping cocktails (not Ruth, she doesn’t drink … anymore). There’s gotta be fifteen hundred people milling about, getting buzzed, on a hot Vegas night, none of them going into the pool.

Sure, there were a bunch of bouncers and security guards, but I just didn’t get it. A hundred people were standing ankle deep in the shallow end, shucking and jiving to the live music, and at least another two hundred party animals had their shoes off, timidly dipping their toes into the water.

I figured everyone wanted to go into the pool (never mind the business-casual afterparty attire—I was wearing a blazer and jeans and a button-down shirt), but they just needed one brave leader to be the first one in.

I smile at Ruth, thinking of all the professional and mature ways I may further develop this burgeoning client relationship, and decide on pursuing none of them. Instead, I take off my blazer and hand it to Danny.

“What’re you doing!?” Ruth cries, but it’s too late. She’s already holding my phone and my wallet and I’m already kicking off my leather boots—there’s no turning back. I leave my jeans and button-down on, stand up at the edge of the pool, and scream: “Everybody INNNNNNNNN!”

I feel like Butch and Sundance when I hit the water. I stay submerged for a few long seconds, relishing my great courage, picturing the scene that I’m sure will follow momentarily.

I can see it perfectly: I’ll brake the surface, water dripping from my chin like I’m in a Perfumania ad, and a thousand happy, relieved, and very impressed networking professionals will stampede into the pool giving me hugs and high-fives. No … I didn’t think everyone would follow me into the pool—I’m not crazy—but those who didn’t would surely be tipping their glasses in my direction. They’d be smiling, or cheering, or even rolling their eyes, but inside they’d be flush with admiration.

I kick off from the bottom of the pool for dramatic effect and fly out of the water like a physically and mentally challenged orca.

Silence.

The band had stopped playing. The waiters had stopped serving. The entire place was staring at me with agonizing pity. I locked eyes with one woman in the shallow-end, because before the abysmal shame sets in, we try to find something or someone to cling to. Her eyes were sad. Oh, you poor, poor thing.

Not a single person had moved an inch. In fact, most of the people standing in the shallow end started to back away from the pool.

Then I heard someone cackling like a madman. Danny. Goddamned Danny. The rest is sort of a blur. Two linebacker bouncers grabbed me under the armpits, dragged me out of the pool, then escorted me (quite roughly, from what I recall), through the courtyard, the bar, the hotel, and deposited me and my sopping and sagging business attire by the taxi stand. No one cheered, or tipped their glass in my direction, or looked on with any admiration.

Ruth and Danny—God bless them both—joined me a few minutes later.

The next day, Steve Wynn gave a presentation at the Magento conference. He extolled what a smashing time this whole shindig had been. “I heard someone even jumped into the pool last night—what a glittering group of internet marketing folks we have here!”

Jesus wept. What a bunch of losers.

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My favorite Meme about Google

Yes, AdVenture Media's original podcast is based on this meme! 

Mastering Share of Search

Share of Search (SoS) goes beyond simply measuring awareness—it’s a strong indicator of how well your brand is resonating in the minds of consumers. By monitoring SoS over time, you can see how your marketing efforts influence brand interest and, crucially, anticipate shifts in market share. Research shows a consistent link between Share of Search and market share: as your SoS increases, market share often follows, making SoS one of the most reliable predictors of brand health.

How to Calculate and Track Share of Search
For a straightforward, effective SoS analysis, Google Trends is the go-to tool. Its simplicity and real-time data make it ideal for tracking brand interest over time. Here’s how to get into the nitty-gritty:

• Identify Your Keywords: In Google Trends, choose brand-specific search terms for your brand and key competitors. It’s essential to stay consistent with these terms over time to ensure accuracy.
• Export Data: Set Google Trends to a 12 month view to capture granular shifts in search interest. This allows you to track how changes in your brand focus—like increased ad spend or new campaigns—directly impact consumer search behavior.
• Calculate Weekly Share of Search:
  • For each week, note the relative search interest (Google Trends assigns a value between 0-100).
  • Sum the interest values for all brands in your category.
  • Calculate your Share of Search percentage by dividing your brand’s interest by the total, then multiplying by 100.

• Track Trends Over Time: Analyze SoS weekly to capture fluctuations, especially following changes in your brand strategy. Watching these shifts provides an early indicator of how your brand focus influences public perception, helping you fine-tune your campaigns based on real-time feedback.

Using Share of Search as a Predictor for Market Share

Weekly tracking of SoS gives you more than an overview—it offers predictive insights. Consistent research points to a strong correlation between Share of Search and market share, making SoS a high-level indicator of future performance. When tracked alongside brand-focused ad spend and/or performance-focused ad spend, SoS can reveal how marketing efforts translate into real-world results, with increases in SoS often forecasting market share gains.

To dive even deeper, sign up now for Dolah 2024 where we dive deep into insights on running SoS to sharpen your competitive edge.

And in our All-Inclusive Toolkit—available in our Ultimate Digital Advertising Library—you’ll find a custom script and template designed specifically for Share of Search tracking. It’s built on proven methodologies, helping us win client pitches, track brand performance, and deliver an analysis that consistently impresses clients with its simplicity and strategic power.

If you haven't watched it, I highly recommend you check it out!