The Many Facets of Google


Chapter 11 of The New Rules of Marketing & PR explains that one should consider their organizational goals and then focus your attention on buyers. Businesses should start by identifying one or more buyer personas to target. A buyer persona is essentially a representative of a type of buyer that you have identified as having a specific interest in your organization or product (The New Rules of Marketing & PR page 140). The buyer persona profile gives you a chance to truly empathize with target buyers.

Potential customers head online to do initial research. Getting them to YOUR website is essential for the buying process to begin. It is important to figure out the phrases for your market. When you have a list of the phrases that are important to your buyers, use those phrases not only to appeal to them specifically, but also to make your pages appear in the search engine results like Google. (The New Rules of Marketing & PR Page 148)

Google is truly an amazing company. Besides conducting a basic Google search, there are many tools available to web users.

Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. After logging into your

Gmail account, you can receive a generated code to be placed on every page of your website or in the header/footer section. The code allows you to track your website in terms of visitors’ geographical location, which browser they used, how long they visit, what pages, the bounce rate, what site they come from (search engine, direct links, referral links) and much more.

Everyone knows about the online video sharing site YouTube –Google owns it. Video ads can transform viewers into fans and fans into customers. A great resource for getting started with Google Analytics can be found at (The New Media Driver’s License Resource Guide Page 145)  

Google Adwords is one of the most cost-effective ways to advertise on the web. AdWords is essentially a self-service program for creating online ad campaigns. It is a big time commitment, but is very helpful for driving web users to your site.  Ads show up as sponsored links in a Google search and are highly targeted based on specific keywords. Adwords are pay-per-click so it is necessary to have a substantial budget to work with. Google allows you to create the ads and choose keywords. 

For tips on how to get the most out of Adwords, visit  (Page 147 The New Media Driver’s License Resource Guide)

However, there is a problem of fraudulent clicks on web advertisements that appear as part of search results, clicks that companies doing the advertising were paying for.  The problem threatens the business model of Google, etc.  Google announced it would start providing statistics on the fraudulent clicks it intercepted. (The New Rules of Marketing & PR page 107-108)

Google Drive allows Google users to create new documents, spreadsheets and presentations instantly. It also enables users to work together at the same time, on the same doc, and see changes as they appear. In my own personal experience, I have used Google Docs to work on group projects and presentations. You can work at any time on your device with Internet access and your files, folders, and Google Docs are always up to date and synced.

In addition to Gmail, Google Maps, Google Earth, there is Google+, which is aimed at bringing real-life sharing to the web. By creating your own Google+ page, you can share anything –video, photos, blogs, and interests –with your circles. You can also take advantage of multi-person video chats.  A +1 recommendation enables users to share content with their circles and ultimately find more relevant information on the web.