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AVE ADVERTISING VALUE EQUIVALENT 
IN THE AGE OF GOOGLE
INFLUENCE HAS ALWAYS BEEN PR’S 
STRONGHOLD, BUT STORM CLOUDS GATHER 
ON THE HORIZON. 
inuence 
INFLUENCE influence 
PR 
PR...
DIGITAL 
AGENCIES 
APPROACH FROM 
THE WEST 
ADVERTISING 
AGENCIES 
APPROACH FROM 
THE EAST
THE FRONT LINE IS BLURRING 
IT’S ALL PR RIGHT?
TRADITIONAL 
MEDIA HAS LOST 
ITS STRANGLEHOLD.
Influencer 
Blogger Blogger 
New influencers 
spring up from all 
sides, spreading our 
lines thin. 
Inuencer 
Inuencer 
I...
For decades we used the simple 
metric of Advertising Value 
Equivalent (AVE). 
Finance people understood us 
and we got o...
THEN WE MET IN BARCELONA AND CONDEMNED AVE AS 
MISLEADING AND UNETHICAL.
4 YEARS LATER AND THERE IS STILL AN AVE SHAPED 
HOLE IN OUR DEFENCES, AND WE CAN’T HOLD OUR 
BUDGET LINES AGAINST THE ONCO...
FEAR NOT PR SOLDIER, 
HELP IS AT HAND. gAVE
In“Was it first click or last click or third 
INTELLIGENCE REPORT 
tweet and how do we weight the attribution of 
sale to ...
INTELLIGENCE REPORT 
“Was it the rave review or Google search that 
led to a download, which triggered an email 
that led ...
BOTTOM LINE IS IF WE CAN’T TALK TO FINANCE WE’RE SCREWED. WITHOUT BUDGET, THERE IS NO WORK
TIME 
£
LET’S LOOK AT THE CASE 
AGAINST AVE.
AVE MEASURES 
QUANTITY, NOT 
QUALITY? 
QUALITY IS SUBJECTIVE 
AND CAN NEVER BE THE 
BASIS FOR AN INDUSTRY 
STANDARD. 
AVE ...
AVE 
THE CASE 
ADVERTISING IS IN 
DECLINE. 
WHY LINK TO A 
SHRINKING INDEX? 
TRADITIONAL 
ADVERTISING IS 
SHRINKING, BUT N...
ADVERTISING VALUE DIDN’T DIE... 
IT MOVED.
LET’S DO PR WHERE ADVERTISING HAS VALUE. 
Advertising revenue 
GOOGLE ADVERTISING VALUE 
$60 BILLION 
PR INDUSTRY VALUE *G...
How does Google advertising value work? 
Ads 
These are the ads 
www.advertising.com 
Web Maps 
Images News Videos 
About ...
GOOGLE ADVERTISING VALUE 
$60 BILLION 
*GOOGLE INVESTOR RELATIONS 2013 x 4 = 
GOOGLE ADVERTISING 
EQUIVALENT VALUE (gAVE) ...
IT’S TIME TO STAKE OUR CLAIM 
(gAVE) $240 BILLION
FIELD OPS BRIEFING 
Google coverage is the purest measure 
of PR success and Google AVE (gAVE) 
is how we communicate that...
CAMPAIGN PL ANNING 
Think of keywords that imply a need for 
your product and calculate their gAVE. 
Your objective is pag...
CAMPAIGN REPORTING 
Find keywords where you achieved page 
1 in Google and calculate their gAVE. 
Add them up to get the m...
ACTION STATIONS 
When you report on Google AVE (gAVE), 
your clients will be delighted. 
When you plan for gAVE, you win t...
BOOM! 
www.gAVEcalculator.com
need 
we 
a 
RESOLU T I O N 
For more make life better tools, ideas  content visit 
weneedaresolution.com
PR Advertising Value Equivalent (AVE) in the Age of Google
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PR Advertising Value Equivalent (AVE) in the Age of Google

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For decades PRs used the simple metric of Advertising Value Equivalent (AVE). Finance people understood us and we got our budgets signed off.

Then we met in Barcelona and condemned ave as misleading and unethical.

4 years later and there is still an ave shaped hole in our defences, and we can’t hold our budget lines against the oncoming armies of Digital Marketing with their laser sighted roi......

Published in: Marketing
  • Thanks to everyone for taking the time to read & connect with me so far. The gAVE prototype calc is working :) - and all you need to do is tell us where you got your online coverage. Sign-up here if you want to be one of the first to try it: http://gavecalculator.com/
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PR Advertising Value Equivalent (AVE) in the Age of Google

  1. 1. AVE ADVERTISING VALUE EQUIVALENT IN THE AGE OF GOOGLE
  2. 2. INFLUENCE HAS ALWAYS BEEN PR’S STRONGHOLD, BUT STORM CLOUDS GATHER ON THE HORIZON. inuence INFLUENCE influence PR PR inu ence
  3. 3. DIGITAL AGENCIES APPROACH FROM THE WEST ADVERTISING AGENCIES APPROACH FROM THE EAST
  4. 4. THE FRONT LINE IS BLURRING IT’S ALL PR RIGHT?
  5. 5. TRADITIONAL MEDIA HAS LOST ITS STRANGLEHOLD.
  6. 6. Influencer Blogger Blogger New influencers spring up from all sides, spreading our lines thin. Inuencer Inuencer INFLUENCER Inuencer Poster Snapper Snapper Sharer Inuencer Influencer Influencer Pinner INFLUENCER INFLUENCER Pinner Pinner TWEETER TWEETER Influencer Influencer Vlogger
  7. 7. For decades we used the simple metric of Advertising Value Equivalent (AVE). Finance people understood us and we got our budgets signed off. We delivered £1,000,000 in advertising value Sign here
  8. 8. THEN WE MET IN BARCELONA AND CONDEMNED AVE AS MISLEADING AND UNETHICAL.
  9. 9. 4 YEARS LATER AND THERE IS STILL AN AVE SHAPED HOLE IN OUR DEFENCES, AND WE CAN’T HOLD OUR BUDGET LINES AGAINST THE ONCOMING ARMIES WITH THEIR LASER SIGHTED ROI. DEFENCES DEFENCES defences defences defences defences defences defences DEFENCES defences defences defences defences defences defences defences DEFENCES defences DEFENCES defences defences defences
  10. 10. FEAR NOT PR SOLDIER, HELP IS AT HAND. gAVE
  11. 11. In“Was it first click or last click or third INTELLIGENCE REPORT tweet and how do we weight the attribution of sale to each touch point in the purchase journey.” Transcript: General Nonsense, 2012 DON’T BE INTIMIDATED BY THEIR TECHY DATA MODELS. THEY ARE FLAWED. THEY’RE WINGING IT, THEY JUST DON’T PUBLICISE IT.
  12. 12. INTELLIGENCE REPORT “Was it the rave review or Google search that led to a download, which triggered an email that led to purchase? Or was it the intuitive check out process or the best price or the right product. Or maybe some bloke down the pub said it was good?” Transcript: Major Confusion, 2014 BIG DATA... BIG DEAL. IT’S MORE USEFUL TO BUILD INFLUENCE THAN ANALYSE IT.
  13. 13. BOTTOM LINE IS IF WE CAN’T TALK TO FINANCE WE’RE SCREWED. WITHOUT BUDGET, THERE IS NO WORK
  14. 14. TIME £
  15. 15. LET’S LOOK AT THE CASE AGAINST AVE.
  16. 16. AVE MEASURES QUANTITY, NOT QUALITY? QUALITY IS SUBJECTIVE AND CAN NEVER BE THE BASIS FOR AN INDUSTRY STANDARD. AVE THE CASE
  17. 17. AVE THE CASE ADVERTISING IS IN DECLINE. WHY LINK TO A SHRINKING INDEX? TRADITIONAL ADVERTISING IS SHRINKING, BUT NEW TYPES OF ADVERTISING ARE GROWING.
  18. 18. ADVERTISING VALUE DIDN’T DIE... IT MOVED.
  19. 19. LET’S DO PR WHERE ADVERTISING HAS VALUE. Advertising revenue GOOGLE ADVERTISING VALUE $60 BILLION PR INDUSTRY VALUE *GOOGLE INVESTOR RELATIONS 2013 $12.5 BILLION *HOLMES REPORT 2013
  20. 20. How does Google advertising value work? Ads These are the ads www.advertising.com Web Maps Images News Videos About 81,000,000 results (0.43 seconds) This is the editorial www.editorial.com To have to pay to get here. Sound familiar? www.advertising.com To have to pay to get here. You have to be topical and influential to get here. Trusted. 4 times more clicks www.editorial.com You have to be topical and influential to get here.
  21. 21. GOOGLE ADVERTISING VALUE $60 BILLION *GOOGLE INVESTOR RELATIONS 2013 x 4 = GOOGLE ADVERTISING EQUIVALENT VALUE (gAVE) $240 BILLION
  22. 22. IT’S TIME TO STAKE OUR CLAIM (gAVE) $240 BILLION
  23. 23. FIELD OPS BRIEFING Google coverage is the purest measure of PR success and Google AVE (gAVE) is how we communicate that success financially. gAVE = the advertising equivalent value of Google editorial coverage. gAVE = Cost per Click * Search Volume Cost Per Click = The market price of a keyword Ad Search Volume = The number keyword searches in a given month
  24. 24. CAMPAIGN PL ANNING Think of keywords that imply a need for your product and calculate their gAVE. Your objective is page 1 in Google for keywords with high gAVE. Put that in your planning process.
  25. 25. CAMPAIGN REPORTING Find keywords where you achieved page 1 in Google and calculate their gAVE. Add them up to get the monthly gAVE of your PR work. Put that in your client report.
  26. 26. ACTION STATIONS When you report on Google AVE (gAVE), your clients will be delighted. When you plan for gAVE, you win the battle and PR wins the war. Take no prisoners.
  27. 27. BOOM! www.gAVEcalculator.com
  28. 28. need we a RESOLU T I O N For more make life better tools, ideas content visit weneedaresolution.com

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