Get your Business on the Map by Advertising with “MapToons”

Long Island businesses may be interested advertising with Long Island’s most colorful, creative and informative cartoon maps. MapToons is offering ad placements in unique maps of Long Island areas that can direct residents, newcomers and visitors to your business. These foldable maps provide an overview of certain towns and include a directory listing of participating businesses. For example, the Patchogue map will be mailed directly to all Patchogue residences and businesses. This issue will be released in the spring and 22,000 maps will be distributed.

By advertising with MapToons, your business will be placed on the map as well as in the directory, which includes your name, location, address, phone number, website, logo, etc. We recommend this advertising opportunity for restaurants and retailers.

If you are interested in placing an ad, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Anatomy of a Mobile Website

 

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According to a study by Nielsen Media Research, mobile Internet usage is growing at a rate of 30 percent each year. With more people surfing the Web using their smart phones, businesses must recognize the need for their websites to be compatible with these devices. By creating a separate site for mobile users, you are enabling them to experience faster browsing speeds, easy navigation and an overall improved user experience. Having a mobile website can also provide strong search engine optimization (SEO) benefits since it will boost your rankings on mobile-friendly search engines, such as Google and Yahoo.

This article will explain why your business needs a mobile website, what your mobile website should look like and how you can convert your existing website into a mobile site.

Why Does Your Business Need a Mobile Website? — With the variety of mobile devices to choose from, such as iPhones, iPads and Androids, the mobile Web is rapidly replacing traditional desktop browsers. As an increasing amount of people use smart phones to browse websites, businesses should not hesitate to reach this important mobile audience. Traditional websites don’t work well for mobile users because they don’t render correctly on the small, high-resolution screens of smart phones, causing sluggish browsing speeds and disfigured navigation schemes.

Having a mobile website will also provide your business with valuable SEO benefits. Since Google has a separate index for mobile content, having a mobile website is key to securing a higher ranking when people search on Google using their smart phones. Another benefit is that, since Google has a much smaller mobile index of content and not as many businesses have mobile websites, those who do have mobile sites will be at a significant advantage.

What Should Your Mobile Website Look Like? — Most websites were designed to be viewed on a desktop monitor, which has much more space for displaying text and images. For mobile websites, it is essential to have a much simpler and less text-heavy design and navigation scheme. It is also essential to reduce bandwidth so that your mobile site will load faster and run smoother on smart phones. When designing a mobile website, it is important to prioritize your content and navigation scheme and only present the information that is most relevant to mobile users. For example, phone numbers, maps and directions should be easily accessible on your mobile website because these features are valuable to mobile users. A useful feature for mobile Web browsers is the “click to call” option. This feature allows users to automatically call the business by simply clicking on the phone number.

If you are interested in creating a mobile website for your business, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.

An In-Depth Look into Google AdWords

Google Adwords

Google AdWords is so unique and beloved by marketers because it gives businesses the ability to advertise to an audience that is already interested in the products or services they offer. Using Google AdWords, you are put in complete control of how much you want to spend, when you want your ads to appear and where you want them to appear. Through its various components and special features, Google AdWords allows you to better target potential customers and clients without wasting money in the process.

Google is made up of two components: The Search Network and The Display Network. This article will provide you with an overview of these two networks, the different types of ads available through AdWords and an overview of AdWords Express.

What is Google AdWords? — For a more beginner-friendly analysis of Google AdWords, read our article, “A Beginner’s Guide to Google AdWords.” In this article, we discussed the basics of one of Google’s most effective, simple and budget-friendly forms of Web advertising available today: Google AdWords. Through Google AdWords, you can create pay-per-click (PPC) ads that can target users based on their location and keywords that you can select through bidding for certain search phrases. You can also incorporate “Ad Extensions” to help users easily find out more about your business and its offerings. Ad extensions expand text ads with one or more lines that provide additional information such as an address, phone number, page links and product images. When users click on your ad, they will be directed either to your website or a landing page. For tips on creating successful landing pages, you can download our free guide, “Five Steps to Generating New Business through Web Advertising, Landing Pages and Emails.”

To begin using Google AdWords, you must first decide to use either the Search Network or Display Network. The next step is to decide on a format for your ad, depending on which network you choose.

Search Network — The Search Network on Google AdWords provides an excellent way to reach your target audience on their personal computers, tablets, mobile phones and any other electronic devices used to find information. The Search Network allows users to advertise within the Google search engine or with search partners who allow advertising on their websites. For example, AOL.com and Ask.com are two of Google’s popular search partners. Advertising on Google’s Search Network allows you to target users depending on what keywords they use in their search queries. Your ad will appear in the “sponsored links” section, above the main search results, or on the right side of the screen when someone searches on Google using one of your desired keywords. If you are unsure of what keywords will work best with your ad, you can try using the Google Keyword Tool. By entering one keyword or phrase into this tool, you can see what related word searches your ad will show up on. One thing to keep in mind is that, unlike on the Display Network, you can only run text ads on the Search Network.

  • WAP Mobile Ads — While more and more people use smart phones when searching for information about local businesses or services, Mobile Ads may be the right fit for your business. WAP mobile ads are a format of AdWords ads that appear on WAP mobile websites, and are available as either text or image ads. With Google Mobile Ads, you can connect with your customers on their mobile phones by reaching out to targeted audiences across top websites and apps. When mobile users click on your ad, they will be send to your mobile webpage. One question to ask is whether or not your website is optimized for mobile devices. To see how your site looks on a mobile device, you can use the “GoMoMeter” tool at howtogomo.com. This site will also provide you with recommendations for creating a mobile-friendly experience for your business’ website. To create a WAP mobile ad, simply sign in to your AdWords account, navigate to the “Ads” tab at the ad group level, click the “New ad” link and choose “WAP Mobile Ad.”

Display Network — Using the Google Display Network on Google AdWords, you can reach users from all over the Web and choose from text, image and video formats to communicate your message to highly targeted audiences. The Display Network gives users the opportunity to run their ads on a gigantic network of websites that have Google AdSense enabled. For example, your ad may appear on a blog, online newspaper or a website that is relevant to what products or services your business has to offer. The Display Network offers lower costs, easier ad approval and a variety of formats for your advertisements. With the Display Network, as well as with every Google AdWords campaign, it is essential to keep an eye on your budget to monitor your spending. Another tip is to run one ad campaign on the Display Network and a second campaign on the Search Network. This will help you determine which network is more appropriate and successful for your business.

  • Image Ads — Image ads are graphical ads that are available on Display Network websites. Image ads contain graphics that can be matched to a page’s content to ensure that they are reaching your selected target audience. You can run image ads in both keyword-targeted and placement-targeted campaigns. To learn how to create an image ad, simply sign in to your AdWords account, click the name of the desired campaign, choose the Display Network and begin creating your ad by following the simple instructions here.

  • Video Ads — On the Google Display Network, you can promote your business’ video ads on the websites where your customers are most likely to spend their time. These click-to-play (CTP) Video Ads provide a valuable and engaging experience for viewers without being too intrusive. Video ads should be visually appealing, interesting and no longer than 30 seconds. Google also offers the option to play video ads on YouTube, using the “Promoted Videos” feature. Based on a list of keywords, your video ad will come up when viewers search for, discover and watch videos on YouTube. For example, someone watching a video of a piano tutorial may be presented with an advertisement for your music classes. Advertising on YouTube, the Web’s video-sharing superpower, will help you reach more customers and boost your video’s view count. Best of all, you will only be charged when someone watches your video.

  • TV Ads — Using Google TV Ads, you can target audiences on more than 100 national television channels such as ESPN, TNT and CNN, with the potential of reaching up to 35 million U.S. households. To get started with Google TV Ads, you must already have an AdWords account. Next, you can set your budget to determine how much exposure your ads will receive and what your maximum cost-per-thousand impressions (CPM) will be. One thing to keep in mind is that there is no minimum budget requirement on Google TV Ads, but campaign budgets should be set strategically in order for ads to make the greatest impact with your audience. Next, you can target audiences by choosing to advertise on relevant programs, times of day or networks. The final step is to simply upload your ad and launch your campaign. If you already have a television ad, simply upload it with the AdWords tool. If not, you can use the Ad Creation Marketplace to make a new television commercial. After you’ve submitted your ad, Google will check to make sure that it complies with the technical specifications and policies of Google and its TV partners. If your ad has been approved, it will be ready to run on national television. Using the online functionality of Google TV Ads, you can track results, adjust your campaign and measure performance and ROI.

AdWords Express — The easiest way to kick off your Web advertising efforts is to take advantage of AdWords Express. Google’s new tool, AdWords Express, helps businesses promote themselves on Google Search, Google Maps and mobile devices. AdWords Express is the simplest way to advertise on Google. Creating your ad takes only a few minutes and then everything else is managed automatically by Google. After your ad campaign is running, it works just like the traditional AdWords tool. When people search in your area for the products or services that your business provides, your ad will appear above or beside their search results. Because of its simplicity and convenience, AdWords Express is perfect for local businesses that are looking to reach new customers but don’t have the time to manage an advertising campaign.

You may also be interested in tips on creating successful landing pages and emails. To learn more, please download our free guidebook, “Five Steps to Generating New Business Through Web Advertising, Landing Pages and Emails.” For more information about Google Adwords or other marketing tools, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles and advertising spotlights.

Advertise at the Movies

Long Island businesses looking to target local markets and movie-goers should consider advertising during previews in local movie theaters. Advertising at the movies can help your business reach an engaged, captive and targeted audience. By taking advantage of this opportunity, your organization’s ad can run during the previews for upcoming blockbuster films such as “The Hunger Games,” “Dr. Seuss’ The Lorax 3D,” “Titanic 3D” and many more. Also, your ad will not only run on the big screen, but in movie theater lobbies, online and on mobile devices as well. NCM Media Networks offers customized, affordable campaigns that can reach any budget and any area that your business is looking to target.

If your business would like to advertise at the movies or learn more about other marketing and advertising techniques, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Attorneys: Kick off your 2012 Marketing Plans by Attending Our CLE Program

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The Public Relations and Marketing Group’s new and updated program, “PR and Marketing for Lawyers CLE,” is now being offered for 2 ethics credits on December 12 from 1:00 p.m. to 4:45 p.m. This program gives attorneys a review of the attorney advertising rules and provides an overview of the tools needed to develop and implement a successful marketing program. This course has been approved for MCLE credit in New York for all attorneys, including newly admitted (less than 24 months). The lecture is being presented by John C. Zaher, Esq., a leading attorney marketing expert.The course will take place at Ben’s of Manhattan, located at 209 W. 38th Street, Manhattan, NY, 10018. The cost, which includes lunch, is $65 with pre-payment. (Please Note: There is an additional $20 charge at the door). If you are experiencing financial hardship, please see our financial aid policy. To register, please visit www.theprmg.com/events-marketing-long-island-networking.html.