Google AdWords

Eiler Success Stories

Google AdWords

Situation

Google opened in new AdWords office in Ann Arbor in mid 2006.

Google needed awareness and image and reputation in the region quite apart from the overall international awareness it already had because of its search site and reputation established over some years.

Eiler was retained to handle media relations in the region and to investigate and develop speaking opportunities across the state.  The first year the target was universities in the state for possible recruitment for Google.  The next year was focused on speaking before groups who might benefit from AdWords and other Google products.

Action

We worked with the managers of various Google AdWords teams to develop speaking ideas, respond to and seek speaking engagements, arrange speaking opportunities, select speakers and deal with details and media ties for all speaking engagements across the state.

In the first year, the primary focus was on universities and colleges where Google could potentially recruit employees for its Ann Arbor AdWords office.  This worked very well and we developed and helped conduct 18 such engagements, while also beginning to work with potential groups that wanted to learn more about AdWords for their members and their clients

Results

More than 250 media placements and interviews took place and we helped Google to place speakers who were trained in Google’s style and messaging before groups that desired to learn more about the company and its ability to bolster user’s marketing results.

Since the inception of our work with Google Ann Arbor, we have dealt with all media across the state and coordinated press opportunities with regional and national media, tying in with Google PR people in the company’s home base of Mountain View, CA.  We have also worked directly with media across the Midwest and especially Michigan to pitch, set and conduct interviews with Google managers and responded to all questions about the office and its work.

The results have been a large number of stories in print and broadcast media as well as placement of speakers in numerous potential-customer organizations in various regions of the Midwest.