AVE ADVERTISING VALUE EQUIVALENTIN THE AGE OF GOOGLE

INFLUENCE HAS ALWAYS BEEN PR’S STRONGHOLD, BUT STORM CLOUDS GATHER

ON THE HORIZON.

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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.

New influencers spring up from all

sides, spreading our lines thin.

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For decades we used the simple

metric of Advertising Value

Equivalent (AVE).

Finance people understood us

and we got our budgets signed

off.

Sign here

We delivered £1,000,000 in advertising value

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 WITH THEIR LASER SIGHTED ROI.

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FEAR NOT PR SOLDIER, HELP IS AT HAND. gAVE

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“Was it first click or last click or third tweet and how do we weight the attribution of sale to each touch point in the purchase journey.”

Transcript: General Nonsense, 2012

INTELLIGENCE REPORT

DON’T BE INTIMIDATED BY THEIR TECHY DATA MODELS. THEY ARE FLAWED.

THEY’RE WINGING IT, THEY JUST DON’T PUBLICISE IT.

“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

INTELLIGENCE REPORT

BIG DATA... BIG DEAL.

IT’S MORE USEFUL TO BUILD INFLUENCE THAN ANALYSE IT.

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 CASEAGAINST AVE.

AVE MEASURES QUANTITY, NOT QUALITY?

QUALITY IS SUBJECTIVE AND CAN NEVER BE THE

BASIS FOR AN INDUSTRY STANDARD.

AVETHE CASE

AVETHE CASE

ADVERTISING IS IN DECLINE. WHY LINK TO A SHRINKING INDEX?

TRADITIONAL ADVERTISING IS

SHRINKING, BUT NEW TYPES OF ADVERTISING

ARE GROWING.

ADVERTISING VALUE DIDN’T DIE...

IT MOVED.

LET’S DO PR WHERE ADVERTISING HAS VALUE.

Advertising revenue

GOOGLE ADVERTISING VALUE$60 BILLION*GOOGLE INVESTOR RELATIONS 2013PR INDUSTRY VALUE

$12.5 BILLION*HOLMES REPORT 2013

These are the adswww.advertising.com

How does Google advertising value work?

Ads

This is the editorial

Web Maps

About 81,000,000 results (0.43 seconds)

Images News Videos

www.editorial.comTo have to pay to get here.

Sound familiar?www.advertising.comTo have to pay to get here.

You have to be topical and influential to get here.

Trusted. 4 times more clickswww.editorial.comYou have to be topical and influential to get here.

GOOGLE ADVERTISING VALUE$60 BILLION*GOOGLE INVESTOR RELATIONS 2013

x 4 =GOOGLE ADVERTISING EQUIVALENT VALUE (gAVE)$240 BILLION

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 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

CAMPAIGN PLANNING

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.

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.

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.

BOOM!www.gAVEcalculator.com

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