Note to readers: spoiler alert in regards to Game of Thrones!
They say that when you play the Game of Thrones either you win or you die.
Thank goodness for us the same is not true for Search Engine Marketing with Google AdWords. In the world of advertising, many forms of media that an advertiser may use to get their message to the masses is just as cutthroat as the Rains of Castamere, and we all know how we felt after that mess was over. Lucky for you, this viciously violent scene won’t have to enter your mind once when we start thinking about how proper SEM management can benefit you and your brand. With search engine marketing an account manager is able to keep tabs on their account and control exactly where the budget is being spent, all while tracking how this spending is having an effect on your return on investment. So think of yourself more as the mind controlling younger brother Bram Stark and less like the over zealous, mis-stepping and very dead Robb Stark.
Despite the level of control that AdWords gives you over your campaign, you are still facing armies of other advertisers that are hoping to claim the Iron Throne or in this case, the top three positions in any Google search. Imagine you and your fellow Search Engine Marketing team are standing tall against these foes with bow and arrows in hand. You can each launch dozens and dozens of these arrows aimed in the right direction, but from a distance it’s hard to tell which ones will actually make it to their target. Again, luckily this is Adwords we are talking about and not a fictional world where all of your favorite characters die. This is because our arrows are keywords and we can see exactly when they hit their mark.
By using keyword targeting in our search campaigns, we can identify which phrases and keywords will most accurately match what a user is searching for. Over time, we are able to identify which keywords are reaching the most users and driving traffic to the pages that they are looking for and we want them to find. When we identify keywords that are not at successful we can just as easily edit them or remove them without impacting the businesses bottom line. So sharpen your arrows, aim true and keep firing. All your favorite characters might already be dead by the end of season 3, but your Google Adwords campaign will win the Iron Throne every time with consistent keyword management.
Heat mapping is an analytic tool that allows you to see where visitors are clicking on your website. Using this tool enables you to visualize different types of data, including which images, buttons and links people are clicking on. If one of your goals is to consistently improve the consumers’ website experience by analyzing their behavior on your site, heat mapping is a must. Knowing where they’re going, what they’re clicking on, what is NOT getting any clicks and making changes based on this information will lead to more conversions.
There are a few different types of heat maps such as click heat maps, scroll heat maps and mouse movement heat maps. Click heat maps shows the exact locations where visitors’ cursors clicked on a webpage, such as which images and links are most clicked on. Scroll heat maps show you what percentage of visitors are reaching the different portions of your web page, which helps you decide where and what to move to increase more profitable traffic. Mouse movement heat maps shows where visitors are looking on your site by tracking where the visitors’ cursors hover.
With being able to visually see what is working and not working on your site enables you to make changes that will lead to more conversions and profit for your business. If you’re on the advertising and marketing side and evaluating clients’ websites, these tools are extremely handy and beneficial. One example is that you can take screen shots and show your client exactly where visitors are going and what they’re doing on the site. With this colorful visual data, yourself or a client, can make informed decisions on what changes to make and why to make them.
There are a number of different heat mapping programs out there. Before choosing which program to use, make goals of what you wish to accomplish and choose the program that has the features that suit your needs. Here is a list of just a few of the heat mapping programs available: Attention Wizard, ClickDensity, ClickTale, Crazy Egg and Seevolution. Once you have chosen which heat mapping tool works best with your desired goals, implement and use with the rest of your analytic tools and use this information to make the best possible decisions for greater improvement of your website for your consumer and in the end your business.
Potratz, an award-winning advertising agency located in Downtown Schenectady, will be holding a ribbon cutting ceremony with the Chamber of Commerce on March 28, 2013, to celebrate the renovation of their newly acquired property. The ceremony will begin at 4 pm, and guests will be invited to tour the facility, and enjoy entertainment, wine and refreshments.
At the end of last month, Potratz held an open house to unveil the stunning renovation of the property at 31 Lafayette Street in Schenectady. Attendees witnessed the renovation that stayed true to the original architecture, while modernizing specific elements to bring it up to date, keeping it in the line with the company ethos: respect the traditional but constantly delve deeper into new technology.
After the ribbon cutting, attendees are invited to take a tour of the new locale. Upon entering they will see the first floor’s open floor plan sporting color-drenched walls, and facets original to building including a freight elevator and an oversized metal fire door, which was used to separate the pressroom from warehouse and office space. New additions include energy efficient lighting that mimics natural sunlight, two sound studios and a video studio.
“We’re really excited about this opportunity to work with the Chamber of Commerce to announce our completely renovated building. Schenectady County is a thriving area with the potential to achieve great things. The town and the county support small business and because of that, we have been able to grown and expand exponentially,” said Paul Potratz, COO and founder of Potratz.
Potratz Partners Advertising is a full-service automotive advertising agency specializing in digital marketing. The agency was founded in 2003 by Paul Potratz in Schenectady, NY and received a Dealer Satisfaction Award from Driving Sales for Search and Behavioral Marketing every year since the award’s inception. Paul has been featured in The New York Times, The Wall Street Journal, NY Post, and CBS and has been a featured speaker for NADA, Driving Sales, Auto Dealer People, Dealer Elite, and Automotive Digital Marketing. You can see Paul every Tuesday on the Think Tank Tuesday series available on iTunes.
Potratz, an award-winning advertising agency located in Downtown Schenectady, will be holding a ribbon cutting ceremony with the Chamber of Commerce on March 28, 2013, to celebrate the renovation of their newly acquired property. The ceremony will begin at 4 pm, and guests will be invited to tour the facility, and enjoy entertainment, wine and refreshments.
At the end of last month, Potratz held an open house to unveil the stunning renovation of the property at 31 Lafayette Street in Schenectady. Attendees witnessed the renovation that stayed true to the original architecture, while modernizing specific elements to bring it up to date, keeping it in the line with the company ethos: respect the traditional but constantly delve deeper into new technology.
After the ribbon cutting, attendees are invited to take a tour of the new locale. Upon entering they will see the first floor’s open floor plan sporting color-drenched walls, and facets original to building including a freight elevator and an oversized metal fire door, which was used to separate the pressroom from warehouse and office space. New additions include energy efficient lighting that mimics natural sunlight, two sound studios and a video studio.
“We’re really excited about this opportunity to work with the Chamber of Commerce to announce our completely renovated building. Schenectady County is a thriving area with the potential to achieve great things. The town and the county support small business and because of that, we have been able to grown and expand exponentially,” said Paul Potratz, COO and founder of Potratz.
Potratz Partners Advertising is a full-service automotive advertising agency specializing in digital marketing. The agency was founded in 2003 by Paul Potratz in Schenectady, NY and received a Dealer Satisfaction Award from Driving Sales for Search and Behavioral Marketing every year since the award’s inception. Paul has been featured in The New York Times, The Wall Street Journal, NY Post, and CBS and has been a featured speaker for NADA, Driving Sales, Auto Dealer People, Dealer Elite, and Automotive Digital Marketing. You can see Paul every Tuesday on the Think Tank Tuesday series available on iTunes.
The CADEX East Conference announced that Paul Potratz, founder and COO of Potratz, will be a featured speaker when the conference meets on Friday, April 5, at the Casino Nova Scotia, in Halifax.
This is the second annual CADEX Spring Training event, and the speakers will be bringing industry-leading ideas on key topics to the Maritimes.
For more information on the 2013 CADEX East Conference, click here. For additional information on Potratz or to receive announcements of future speaking engagements, contact us now.
Last week, Facebook announced they would be launching verified Pages to “help people find the authentic accounts of celebrities and other high-profile people and businesses on Facebook.” Users will be able to distinguish which Pages are verified by a small blue check mark besides their name that will appear on timelines, in search results and everywhere on Facebook.
As of right now, this isn’t an option for everyone on Facebook and it is done automatically for a Page of a certain stature; currently it is only available for a small group of prominent people including celebrities, journalists, government officials, popular brand and businesses with larger audiences.
My guess is that eventually this will be rolled out to all business pages allowing them to verify their Facebook Page as legitimate. The benefit of this new feature is that a user will automatically be able to decipher between legitimate and fake Pages without having to do a lot of research. This could essentially help in the growth of Likes; since a user will have no question as to whether a page is real or not, they may be more likely to click to most sought after “Like” button.
Until this feature is available to all Facebook Pages, there are still some steps you can take to help your business page stand out. If you look at a business page, that little box underneath the business name is your holy grail, providing your fan with EVERYTHING they need to know about you!
- Make sure you add your category; just because you have a Facebook Page that represents your business name that does not mean that a user will automatically register what type of business you are. In addition, by adding this to your profile page, you also increase your chances of showing up in a Facebook search.
- The same goes for your address. If you don’t put where you are located your fans will not know where to find your place of business! Sure, they can go to your website and search for it, but the easier it is for them, the more likely they are to visit your location.
- The above applies to your phone number and hours as well. If your fan doesn’t know how or when to reach you, they won’t.
- There are other tidbits of information you can add in your “About” section as well, including your website, a description of your business, and links to other social media sites you might be active on. These are all important as well, but the information in the top box is what the customer sees without having to take the step to find out more about you.
- Have a STRONG profile picture and cover photo.
- The profile picture is the image that shows up in the search. If it doesn’t help represent your place of business, the less likely your customer is going to click on your Page.
- Your cover photo is by far the largest image on your Page, and it is the first thing your fan will see once they click on your Page!
If you’re ready to get started on your social media marketing, it’s time you contact us to take your social media to a new level!
The CADEX East Conference announced that Paul Potratz, founder and COO of Potratz, will be a featured speaker when the conference meets on Friday, April 5, at the Casino Nova Scotia, in Halifax.
This is the second annual CADEX Spring Training event, and the speakers will be bringing industry-leading ideas on key topics to the Maritimes.
For more information on the 2013 CADEX East Conference, click here. For additional information on Potratz or to receive announcements of future speaking engagements, contact us now.
Facebook is constantly changing it’s website to stay fresh and new, as well as keeping up to speed with the ever changing world of online marketing. This happens so often it can be hard to stay up to date with what is going on, but don’t worry, we are here to help! So what’s new on Facebook this week? The answer is retargeting.
Retargeting, in case you may have forgotten, allows you to create a list of who has visited your website and subsequently places ads on the pages they visit after. This means that if a person visits your website, they will see your various ads over and over again on different websites they visit, allowing the opportunity to keep your business at the top of their mind.
With retargeting on Facebook, an additional retargeting code is added to your dealership page, which builds a list. This list is then used to display your ads on Facebook to those same users, allowing them to see your ad again and again on their Facebook page.
Retargeting on Facebook is a very helpful tool and the bottom line is that your retargeting ads can now be expanded to Facebook. While this will require expanding the budget a little, ads can be run for as little as $25 a week! So, what are you waiting for? If you’re ready to reach the 75% of users over the driving age currently using Facebook, then contact us now to get started.
Facebook is constantly changing it’s website to stay fresh and new, as well as keeping up to speed with the ever changing world of online marketing. This happens so often it can be hard to stay up to date with what is going on, but don’t worry, we are here to help! So what’s new on Facebook this week? The answer is retargeting.
Retargeting, in case you may have forgotten, allows you to create a list of who has visited your website and subsequently places ads on the pages they visit after. This means that if a person visits your website, they will see your various ads over and over again on different websites they visit, allowing the opportunity to keep your business at the top of their mind.
With retargeting on Facebook, an additional retargeting code is added to your dealership page, which builds a list. This list is then used to display your ads on Facebook to those same users, allowing them to see your ad again and again on their Facebook page.
Retargeting on Facebook is a very helpful tool and the bottom line is that your retargeting ads can now be expanded to Facebook. While this will require expanding the budget a little, ads can be run for as little as $25 a week! So, what are you waiting for? If you’re ready to reach the 75% of users over the driving age currently using Facebook, then contact us now to get started.
Do you ever wonder what goes on behind the scenes at Potratz? You already know that we’re a full service advertising agency specializing in digital marketing, but what does that really tell you about us? Maybe you’re picturing the cast of Mad Men fast-forwarded through the decades, or maybe you’re simply thinking of The Office and it’s shenanigans. While both of these presumptions aren’t completely wrong, they’re not completely right either. Walking through the front door of Potratz is like walking into another world…and it’s an ad world after all. Hidden behind the 27” iMac screens, sitting on the edge of Herman Miller chairs, you will find the Potratz team.
Walk upstairs and witness a floor full of eager Account Managers checking their email or making a phone call at any given time. Walk down the hall and see our Human Resources director meeting with the greatest talent the Capital Region has to offer. Head back downstairs and you will find the graphic designers, video producers, and digital marketing team hard at work. Venture around the halls and you will find Paul and his pocket square shooting the newest Think Tank Tuesday video, or Christy teaching the latest leadership session. We may still sound like your average advertising agency thus far, but I can assure you we are not.
From decorating our walls with Man Candy Monday images to rocking out to the best music of the 90’s on Boy Band Fridays, we are anything but average. Wednesday morning you will find us all around the conference room table, anxiously awaiting this week’s Fish award winner while enjoying our well-deserved coffee and bagels. But the thing that truly sets us apart from the rest is who we are. You will find us researching the latest trends and applying them before they even become trends. You will find us striving to go above and beyond what is expected of our services. And most importantly, you will find a little piece of each of us in every piece of work we do.
So what is it that makes our agency so great? Maybe it’s the strong and dedicated connection we have with our clients. Maybe it’s our innovation. Or maybe it’s all of our unique personalities, our exceptional talent, and our dedication to this industry pushing us forward.
Digital marketing is no longer part of the future, digital marketing is the present. So, what are you waiting for? Become part of the Potratz team today!
