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......
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PR Advertising Value Equivalent (AVE) in the Age of Google
- 1. AVE ADVERTISING VALUE EQUIVALENT IN THE AGE OF GOOGLE
- 2. INFLUENCE HAS ALWAYS BEEN PR’S STRONGHOLD, BUT STORM CLOUDS GATHER ON THE HORIZON. inuence INFLUENCE influence PR PR inu ence
- 3. DIGITAL AGENCIES APPROACH FROM THE WEST ADVERTISING AGENCIES APPROACH FROM THE EAST
- 4. THE FRONT LINE IS BLURRING IT’S ALL PR RIGHT?
- 5. TRADITIONAL MEDIA HAS LOST ITS STRANGLEHOLD.
- 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
- 8. 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
- 9. THEN WE MET IN BARCELONA AND CONDEMNED AVE AS MISLEADING AND UNETHICAL.
- 10. 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
- 11. FEAR NOT PR SOLDIER, HELP IS AT HAND. gAVE
- 12. 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.
- 13. 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.
- 14. BOTTOM LINE IS IF WE CAN’T TALK TO FINANCE WE’RE SCREWED. WITHOUT BUDGET, THERE IS NO WORK
- 15. TIME £
- 16. LET’S LOOK AT THE CASE AGAINST AVE.
- 17. AVE MEASURES QUANTITY, NOT QUALITY? QUALITY IS SUBJECTIVE AND CAN NEVER BE THE BASIS FOR AN INDUSTRY STANDARD. AVE THE CASE
- 18. AVE THE CASE ADVERTISING IS IN DECLINE. WHY LINK TO A SHRINKING INDEX? TRADITIONAL ADVERTISING IS SHRINKING, BUT NEW TYPES OF ADVERTISING ARE GROWING.
- 19. ADVERTISING VALUE DIDN’T DIE... IT MOVED.
- 20. 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
- 21. 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.
- 22. GOOGLE ADVERTISING VALUE $60 BILLION *GOOGLE INVESTOR RELATIONS 2013 x 4 = GOOGLE ADVERTISING EQUIVALENT VALUE (gAVE) $240 BILLION
- 23. IT’S TIME TO STAKE OUR CLAIM (gAVE) $240 BILLION
- 24. 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
- 25. 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.
- 26. 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.
- 27. 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.
- 29. need we a RESOLU T I O N For more make life better tools, ideas content visit weneedaresolution.com