Game of AdWords

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.

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Ready Or Not, The "Real World" Is Coming  

From a young age, students are taught that attending college will increase their chances of following a path to professional success. They are repeatedly told that by obtaining a degree, they will be eligible to grab hold of an entry-level salary, post-graduation, up to 40 percent higher than what they would be offered with only a high school degree. Because of this, the common practice for high school graduates is to continue on to higher education.

However, the real question is: How much does higher education actually prepare an individual for the “real world?”

As a recent college graduate working as an apprentice in the Search Engine Marketing (SEM) department of Potratz, I can honestly say that college has not prepared me for the work that I encounter on a daily basis. While my degree in Marketing Communications has certainly helped me understand the marketing and advertising fields as a whole, SEM is such a new form of marketing that changes so rapidly. There is no way that a higher education school could build a course that is consistently teaching students up-to-date information.

It is because of this issue that I believe the SEM apprenticeship offered at Potratz is such a great opportunity. This six-week paid program goes in-depth to teach apprentices everything they will need to know about the SEM field. The daily teaching sessions mixed with nightly homework assignments ensure that apprentices are getting ample opportunity to learn all necessary information, preparing them for the Google AdWords Fundamentals and Search certification exams. In addition, apprentices are paired with Potratz SEM employees in order to get hands on experience working with Google AdWords and help them better understand how to work the program.

Along with preparing for the Google AdWords exams, apprentices are taught the inner workings at Potratz. They are given the chance to work with all departments within the company, teaching them how these departments work together to form the successful automotive advertising agency that Potratz is. At the end of the six weeks, if they choose, apprentices have the chance to apply for any open position within the company.

With the combination of certification classes and learning to work within the company, this apprenticeship is great not only for someone interested in becoming Google AdWords certified, but also for anyone looking for a full-time employment opportunity.

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Industry Buzzwords: Confusing or Helpful?

Have you ever been to a doctor’s appointment and felt as though your doctor was speaking in a foreign language when diagnosing you? Do you find yourself asking, “Can you repeat that in English Doc?” The frustration you feel is normal and happens due to miscommunications caused by unnecessary jargon.

Industry buzzwords can be useful when attempting to create a unified language within organizations, especially when working in a fast paced environment such as an advertising agency or emergency room. Although they can prove to be useful tools in the business world, problems can arise when attempting to use the same buzzwords or “bizspeak” when dealing with clients.

To the outside consumer these complex phrases can seem like meaningless jargon and can cause miscommunications that may result in lost opportunities when attempting to generate leads or conduct business. It’s important to understand when and when not to use buzzwords so that you don’t come across as if you’re speaking Martian.

Here are some suggestions for dealing with non-industry consumers:

  • Create a buzzword thesaurus for yourself and your team -- provide common translations for complex industry lingo
  • Train your team on the importance of using “normal” language with clients
  • When sending communications, try to use language that the other person will understand

Consider the following questions before sending an email or leaving a message on an answering machine:

  1. How much exposure has the person on the receiving end had in the industry in which you work?
  2. Are there simple substitutions to some of the complex industry words you are accustomed to?
  3. Could the message be lost in translation if a secretary or intern is the one taking it?

While not all industry lingo is bad, it’s important to find the balance between sounding informative and sounding confusing to the recipient. Try and keep these tips in mind the next time you have a conversation with a potential client.

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It’s An Ad World After All

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!

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Retargeting On Facebook

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.

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Real or Fake: Facebook Helps Us Decide

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!

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