Diary: Shine pays for link to Frank on Google

Frank PR co-founder Graham Goodkind is intrigued by rival consumer agency Shine Communications' recent foray into self-promotion through Google Adwords - a service through which companies pay to put links to their websites alongside relevant searches (with rates typically charged against the number of people who click through to their sites via the link).

While one might expect several such sponsored links from PR companies against a search for 'public relations', Goodkind was surprised to find Shine's entry pop up alongside a search for 'Frank PR'.

Frank staff have been busy clicking through to the Shine site whenever they have had a free moment and, by Monday this week, had racked up 10,000 clicks.

But when PRWeek did a 'Frank' search this Tuesday afternoon, the Shine link had mysteriously disappeared.

So, we asked Shine managing director Rachel Bell, had Frank's tactics made Shine's Google foray too expensive?

'I don't think this is particularly unusual,' Bell tells us. 'Maybe Frank's website has a lot of references to our listing criteria.

'Where our link appears really depends on who's surfing and what else is on the internet at the time,' she adds.

Perhaps so. But we calculate a minimum 5p per click-through by Goodkind's crew alone will have cost Shine £500. Ouch!

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