match types used. Given all these variables, you need to understand your impression share, that is, how often your ad shows up on the search results page compared to how often the keyword was queried by a user on the search engine. This concept is sometimes also referred to as share of voice or share of the search shelf.

In assessing potential threats from competitors, three high-level variables are useful: Share of market— The competitor’s share of the target market. Share of mind— The percentage of customers who named the competitor in responding to the statement “Name the first company that comes to mind in this industry.” Share of heart— The percentage of custo