What has Google done for PR?

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This document appears to be a presentation about using digital tools like Google Ad Planner, Google Trends, Google Keyword Tool, and Google Analytics to help inform a more data-driven approach to traditional public relations planning. It discusses defining audiences, creating messaging and content, and putting a value on natural search results using these online tools, and provides an example of comparing Virgin Media Business and BT Business keyword rankings. The presentation concludes with noting the benefits of combining traditional PR approaches with digital analytics.

escherman
What has ever done
for PR?

Presenter: Andrew Bruce Smith

Thursday, 2 December 2010

Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics

Thursday, 2 December 2010

A database of intentions

Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics

Thursday, 2 December 2010

+
Traditional PR planning?
Thursday, 2 December 2010

“Why aren’t we number one
on Google?”

Thursday, 2 December 2010

Traditional PR approach

Deﬁne audience
Create media plan
Create messaging
Do PR
Analyse Coverage
Report
(Post campaign survey?)

Thursday, 2 December 2010

Deﬁne Audience: Google Ad Planner

Thursday, 2 December 2010

Messaging and content:
Google Keyword Tool, Google Insights

Thursday, 2 December 2010

Putting A Value on Natural Search

2433 clickthroughs
69 click
per day. Worth £6.7K!
throughs
per day
1472 clickthroughs. Cost: £191
Worth £4K. CPC: £2.77

Thursday, 2 December 2010

Live SEO exercise

Virgin Media Business vs BT Business

Key words:

Fibre optic network
Cloud computing
Bandwidth
Multiple channel customer service
Remote working
Business bandwidth

Thursday, 2 December 2010

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What has Google done for PR?

1. escherman What has ever done for PR? Presenter: Andrew Bruce Smith Thursday, 2 December 2010

2. Doubleclick Ad Planner Google Trends and Insights Google Keyword Tool Google Analytics Thursday, 2 December 2010

3. A database of intentions Doubleclick Ad Planner Google Trends and Insights Google Keyword Tool Google Analytics Thursday, 2 December 2010

4. + Traditional PR planning? Thursday, 2 December 2010

5. “Why aren’t we number one on Google?” Thursday, 2 December 2010

6. Traditional PR approach Deﬁne audience Create media plan Create messaging Do PR Analyse Coverage Report (Post campaign survey?) Thursday, 2 December 2010

7. Traditional PR approach Deﬁne audience Create media plan Create messaging Do PR Analyse Coverage Report (Post campaign survey?) Thursday, 2 December 2010

8. Deﬁne Audience: Google Ad Planner Thursday, 2 December 2010

9. Messaging and content: Google Keyword Tool, Google Insights Thursday, 2 December 2010

10. Putting A Value on Natural Search 2433 clickthroughs 69 click per day. Worth £6.7K! throughs per day 1472 clickthroughs. Cost: £191 Worth £4K. CPC: £2.77 Thursday, 2 December 2010

11. Live SEO exercise Virgin Media Business vs BT Business Key words: Fibre optic network Cloud computing Bandwidth Multiple channel customer service Remote working Business bandwidth Thursday, 2 December 2010

12. END Thursday, 2 December 2010

What has Google done for PR?

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