Google’s Project Fi

On Wednesday, Google unveiled its wireless service, called Project Fi, and it’s an appealing offer for smartphone users.

Customers will pay $20 a month for talk and text plus $10 a gigabyte of data (you pay for what you use). That makes the plan between $15 and $20 cheaper per month than many competing offers from the major carriers, making the search giant a viable competitor of Verizon, T-Mobile, AT&T and other service providers.

Google Project Fi

Google also said it would credit the accounts of customers who don’t use all their data in a given month and default to free Wi-Fi airwaves when available.

Google’s VP of communications products Nick Fox wrote:

Wherever you’re connected to Wi-Fi — whether that’s at home, your favorite coffee shop or your Batcave — you can talk and text like you normally do. If you leave an area of Wi-Fi coverage, your call will seamlessly transition from Wi-Fi to cell networks so your conversation doesn’t skip a beat.

But don’t get too excited because it is invitation-only and you need a Google Nexus 6 to use the service.

Sorry, iPhone users!

Forget Half of What You’ve Learned. Mastery of Google is Key to Public Relations Succes

Google GIF

via Giphy.com

There is a growing dependence on search for information in the digital world. In fact, 89 percent of consumers use Google and other search engines to find information about products, services, and businesses prior to making purchases. And of those people, 87 percent won’t scan past page one of search results.

Google continues to improve its search engine so that users receive the most relevant content to their searches. Public relations professionals need to recognize the importance of having an SEO strategy and integrating Google Tools, such as Google AdWords and Google Analytics into that strategy.

OVERVIEW

Google AdWords is a pay-per-click marketing service that allows you to create and run ads for your organization. You can bid on the keywords you want to generate your ads appearing in the search engine results page. Google decides which ads are displayed and in which position based on each user’s maximum bid and quality score. Having a high quality score lowers your cost-per-click and leads to more impressions. You can improve your quality score by implementing relevant landing pages and keywords throughout your content.

Say that you work for Lego and want to set up a Google AdWords campaign. While current Lego customers are likely to search for the business by name, prospective customers are more likely to search by topic. So, you want ads to appear when people type in keywords and phrases related to Lego. Words and phrases like toy blocks, educational toys, minifigures, building blocks, and family owned toy company are just a few that come to mind.

It is important that the keywords and phrases describe what the organization actually does. It wouldn’t make sense for a Lego ad to appear for the search term “Star Wars,” for example, even though Star Wars is Lego’s most licensed toy set. It wouldn’t be smart for Lego to limit its brand to just its Star Wars sets. When in doubt, use Google’s Keyword tool to help you find relevant keyword ideas.

AdWords comes equipped with plenty of metrics that help you measure what is working in your campaign and what is not.

Google Adwords dashboard

The service will give you detailed reports on where and how often your ads appear, how many people click on them, which search queries drive the most visitors to your site, which keywords are most effective, and how many AdWords visitors actually order a product or service on your site.

If AdWords helps people get to your site, what happens when they arrive? This is where Google Analytics comes in. Google Analytics allows you to keep track of the unique people that visit your website, exactly when they visit, how they got there, what they do once they’re there, and how they interact with your content. This applies to blogs and other sites, too. By understanding the user interactivity, you can work the content around your users — an incredibly valuable strategy to the commercial success of your organization.

Suppose your marketing / PR campaign isn’t as successful as you’d have liked. Google Analytics will provide a real-time report with information about audience engagement and conversion activity to show you where your campaign is lacking. The service tracks which pages retain users the longest and when there is a spike in traffic, so you can better tailor your content.

Google Analytics Dashboard

Google Analytics shows you exactly which sites and search engines refer visitors to your website, as well as the search terms they used to get there.The platform also tracks what people search within your site. This shows you what exactly it is your buyers are looking for, that way, you can provide your audience with the content they seek and convert one-time users into loyal customers.

In addition, by tracking the type of people who visit your site, where they are from, and how loyal they are to your organization, you can understand the real origins of your traffic and find the best places to invest in new opportunities.

Google Analytics will save you time and money and provide you with valuable information to help reach your goals. It is perhaps the best measurement tool for public relations practitioners and communications professionals. To ignore Google and its powerful tools would be a huge mistake. Instead, you should embrace it, learn it, use it and master it. It is the key to public relations success.
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Uber vs. Lyft

The competition between Uber and Lyft has been rough–I might even say cutthroat–but it hasn’t stopped Boston consumers from using these car-sharing services. So, I asked students at Boston University which they prefer, Uber or Lyft. See their hilarious responses, reasons, and interesting experiences, here.

What side are you on?? Comment here!

The Ten Critical Things Public Relations Students Must Know About Google Analytics

Knowing how your audience interacts with your website is crucial for your success. Google Analytics is free and relatively easy to use for tracking websites, blogs, Facebook pages and more.

 google analytics

  1. Google Analytics provides information on who visits your site, where they come from, and who is most valuable to your organization, which allows you to better identify your key audiences.
  2. The platform tracks the search terms people use to find your site and what they search within your site, which provides information on what your buyers are really looking for.
  3. You can learn how people find your site, whether from search engines, direct links, or referral links on other sites like Facebook, Twitter, Pinterest, etc.
  4. Google Analytics tracks how many people visit your site and when spikes in traffic occur to show you what content is most popular.
  5. It tracks how much time people spend on your site and which pages retain users the longest so you can better tailor your content.
  6. The platform shows how people interact with your site, whether they download your documents, play your videos, or click your call to action links to help you best position your content.
  7. You can discover what keywords drive people to each page on your site and which keywords bring the most conversions.
  8. Google Analytics tells you which browsers/OS your audience uses to help you make smarter decisions on your sites layout and design.
  9. The platform shows which marketing initiatives and online ads of your campaign are most effective.
  10. It also allows you to pinpoint where people leave your site. If you know what exactly drives people to leave, you know what to focus your efforts on improving.

The Ten Critical Things Public Relations Students Must Know About Google AdWords

Google AdWords is a pay-per-click marketing service that allows you to create and run ads for your business. Advertisers can bid on the keywords that they want to bring up their ads in the search engine results page. Google decides which ads are displayed and in what position based on each user’s maximum bid and quality score.

google adwords

  1. The single most important factor is relevance. Google wants to connect searchers with ads that match their search query and give them what they are searching for.
  2. AdWords has customizable options that can be used to narrow your audience by location, time of day, language, browser, or device type to help you hypertarget your audience.
  3. You can discover how effective your keywords are and refine them to develop effective campaigns.
  4. AdWords provides a Keyword Tool in case you have writer’s block to help you find relevant keyword ideas.
  5. It gives you a major advantage over your competitors with potential to receive more clicks from search results.
  6. The service enables you to advertise to prospective customers who are more likely to search by topic rather than your organization’s name, as current customers might.
  7. You can target your ads on mobile phones, tablets, and other devices, which are becoming increasingly popular.
  8. High quality score lowers your cost-per-click and leads to more impressions. You can improve your quality score by implementing relevant keywords and an easy-to-navigate landing page.
  9. You can set a limit on cost per day, allowing you to budget your campaigns.
  10. You can use Google AdWords in other ways, such as selling your car, getting accepted to college, landing a job, or even a date!

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