Potenza Inc. wins prestigious national marketing software award

April 3, 2018 — Lafayette’s Potenza, a full-service 360 marketing firm, has won a prestigious, nationwide marketing software award.

Potenza, an Inc. 5000 fastest-growing company for four straight years. has won a 2018 AWA Award  (Automotive Website Award) in Marketing Automation for its 360° Platform.

Potenza CEO Frankie Russo expressed excitement about the honor, edging out some of the nation’s most cutting-edge marketing software developers.

“We’re thrilled to win such a prestigious award and to be recognized as one of the top marketing software firms among our peers,” said Russo.

“This award says a lot about our commitment to finding cutting edge, data- and software-based solutions for our customers, and about the great people at Potenza and the power of teamwork,” said Russo, who started Potenza with his brother, Giorgio Russo, barely a decade ago.

Software products nominated in the Marketing Automation category, a new category in 2018, have helped eliminate the guesswork out of marketing for dealers.

Potenza’s  360° software greatly improves three key areas for the dealer — multi-touch attribution and KPI tracking, automining, and inventory-driven advertising — combined, these tools help dealers measure the efficiency of their marketing efforts, identify where they get their best ROI, and better match customers’ needs with a dealer’s inventory.

The power of data and third-party marketing platforms is leveraged to automate advertising efforts, publishing hundreds or even thousands of real-time, automated advertisements that will be relevant to the consumer.

The 360° algorithms are constantly mining a dealership’s customers, sales, and inventory data in order to match customers with potential sales opportunities.

“This platform saves dealers time and money and, most importantly, helps improve customers’ experience while shopping for a vehicle,” said Russo.



This year, the AWAs took place on March 22nd, 2018—the night prior to the start of the National Automotive Dealers Association Convention. The Aria Resort & Hotel Las Vegas hosted the award show which presented dozens of awards to the best website and technology products on the market for car dealers, and one individual. Throughout the rest of the convention, car dealers can learn more about PCG Companies by visiting Booth #2192C at NADA. For more information about all the winners of the AWAs, please visit http://www.awa.autos.

POTENZA Internships!

We’re all about internships at POTENZA!

Interning with our POTENZA Marketing team is a great opportunity to learn more about the advertising and marketing industry with hands-on experience! We’re all about giving our interns important tasks that deal with real-life clients.

From copywriting to planning exciting events to making social media campaigns, interns will gain tons of knowledge from the POTENZA pros that will be useful in the future. Students currently enrolled in school will be offered to gain course credit during their time at POTENZA. Interns will be eligible for both part-time and full-time internships depending on their course load. We only ask that each intern spends a minimum of 15 hours in the office with us!

POTENZA offers Marketing internships in the Fall, Spring, and Summer. Interns will be given multiple tasks that will require independence, initiative, organizational skills, and professional communication skills. Marketing interns also need to be social media savvy with a strong background in Facebook, Twitter, Instagram, and other social media platforms.

If you’re interested in applying, please send a cover letter and resume to [email protected]! We will contact you to set up a formal interview and give you a tour of our office!

POTENZA Inc. is now a Google AdWords Premier SMB Partner!

We are proud to announce that this month, POTENZA Inc. has officially upgraded to a Google Premier Partner. That means that POTENZA will now have an additional number of exclusive benefits to match a brand new badge of honor, highlighting our long-term success with Google AdWords.

Now, one may wonder what it means to be a Google Premier Partner. Well, besides meeting the highest standards and qualifying criteria, Premier Partners know AdWords inside and out. With everyone claiming to be an Adwords expert, Google created the Google Partner program to help business owners find a team that is qualified to handle the job. The highest level of their program is the Premier Partner, a tier reserved for only a small fraction of all Google Partners that have proven themselves to be the best of the best.

You may also wonder what the benefits of working with a Google Premier Partner are! We can assure business partners that we have done our homework, passed the Google certification tests, and managed to learn everything there is to know to help companies succeed with Google search ads! Google doesn’t award the Premier Partner, or any Partner badge, to just anyone who has passed their tests. All Premier Partners must actively manage and run successful AdWords campaigns, all while being closely managed and watched by Google.

Being a Premier Partner comes with great responsibility. Maintaining yearly certifications and meeting minimum performance standards are just a couple of the complicated tasks required to reach Premier Partner status. Each Premier Partner has a history of building successful AdWords campaigns that convert at a high rate – this ultimately means their campaigns are likely to make more money for your business.

Mastering AdWords is hard, but we’ve done it with the help of our loyal customers. We continue learning and mastering the systems to help us each grow, and we look forward to participating in this outstanding program for years to come. This will allow us to keep providing you the highest level of search marketing management and optimization services available!

7 Important Digital KPIs for Auto Dealers

7 Important Digital KPIs for Auto Dealers

1. Website Visits

Although total website visits is a high-level metric, the data that it can potentially uncover can’t be discounted. Knowing what your overall traffic patterns are (YOY and MOM) can clue you in to any possible issues or opportunities. Examine the changes that caused the dips or high points and if they were intentional or experimental. What components of your marketing mix did you beef up or scale back on? Use these trends for insights and predictions on your marketing mix in the future.

2. Paid Clicks

The amount of clicks you’re getting for your money is another integral piece of your marketing puzzle. Whether these clicks are on search, display, video, mobile, social, email or an ad platform that isn’t known to mankind yet but will be soon, keeping up with how many visits resulted from paid traffic will help you determine what mediums are driving the most traffic.

3. Click Through Rate

Click through rate (commonly referred to as CTR in the biz)  is a great indicator of how relevant your ad is to your audience. If you find your CTR is falling, consider updating your ad creative or including special incentives in the copy. Look at what your direct competitors are doing and make your ads even more engaging.

4. CPC

Although Cost Per Click (CPC) isn’t the most critical metric for judging a campaign’s performance, it dictates the volume you can get for your budget, and makes a great argument for quality over quantity of traffic. This KPI is especially crucial for smaller budgets that need to make sure every click counts.

5. Conversions and Conversion Rate

Knowing if and how often users are taking the actions you’ve labeled as valuable can alert you of plenty of possible insights. Low conversions could clue you in on if your website is difficult to navigate, your contact forms are too long, you’re capturing the wrong type of traffic or if your campaign is converting well and your campaign has great targeting.

6. VDPs

VDP (vehicle detail page) views provide measurable data to connect the dots between website activity and sales. Research tells us that there is a direct correlation between the number of views a VDP gets per day, and the number of days that corresponding piece of inventory takes to sell. In short, more VDP views = less time on the lot.

7. Email Leads

Email leads are not coming in at the volume they once were (making VDP views an even more important metric); however, this is still a good indicator of interest in your dealership’s vehicles or financing offers. Make an effort to know your internet lead closing ratios for each lead provider and adjust your messaging accordingly.

Daisy Glankler graduated from the University of Southern Mississippi with a degree in Advertising. She handled in-house digital advertising in the casino and automotive industries before moving to Lafayette and joining Potenza in 2016. Daisy is part of the Interactive team as the Automotive Digital Manager and spends her Sundays working on her tennis game.

3 Essential Google Analytics Filters

Google Analytics is an incredibly powerful tool, but can appear to be full of misinformation to a layperson viewing raw unfiltered data. Your web analytics may include fake and inapplicable traffic that you were previously unaware of, like hits outside your area of interest or even spoofed visits generated by automated spam software. We will show you how to set up 3 basic Google Analytics filters to cut down on spam and irrelevant traffic coming through to your website.

1. Referrer Spam Filter (Ghost Spam)

We’ve all seen hordes of referrer spam at some point or another. A lot of these spammers have never even seen your website, which is why they’re called called Ghost Referrals.Through software voodoo, they’re able to ping your Google Analytics tracking ID to register as a hit on your website even when they never actually visited.

We can easily counteract these spammers with a filter following these 7 easy steps:

1. Click the Admin gear icon
2. Under View, select Filters
3. Click Add Filter
4. Name the filter “Referrer Spam Filter”
5. Under “Predefined” select the filter type of Include Only
6. In the Select Source or Destination tab, select Traffic to Hostname
7. Type in your domain under Hostname (eg. for website www.abc.com we would type in “abc”)

Voila! You have now successfully removed those spooky ghost referrals and can finally sleep again at night. This type of traffic is known to screw with a bunch of vital metrics so having it in place is absolutely essential.

2. Internal IP Filter

If you’re doing your job right, you and your team members probably visit your company and clients’ websites multiple times a day. Unless tracking internal employee activity via Google Analytics is important to you (it shouldn’t be),more than likely it is just muddying the waters. In this filter we are going to exclude any irrelevant traffic coming from either you or your team members by blocking your IP address.

To obtain your IP address you have a few options. If you’re a somewhat small operation, you can simply Google “what is my IP address” and Google will provide you your public IP address that looks something like this:

If you are a larger organization you might have multiple public IP addresses and may need to ask IT for the full list.

Once you have your IP address, the hard part is over. The filter is ridiculously simple to set up.

(Note: Steps 1-3 from the Referrer Spam Filter will be the same for all GA Filters)

1. Name this filter “Internal IP Filter”
2. Under “Predefined” select the filter type of Exclude
3. In the Select Source or Destination tab, select Traffic From The IP Addresses
4. Under Select Expression tab, select That Are Equal To
5. Plug in your IP address in the box below

3. Geography Filter

This type of filter might not be applicable to you depending on what kind of users you are trying to pull into your website. If you are running a roofing company that’s located in Detroit, you probably can’t convert traffic from India or Ukraine, but we’ve never seen your sales pitch. If you run a lifestyle blog, then traffic from other countries are probably legitimately areas of interest for you. Using the first example, let’s create a filter that removes all traffic outside of the United States:

1. Name this filter “Geo Filter”
2. Under the “Custom” tab, select Include
3. In the Filter Field, select Country
4. Now type in “United States” (without quotes) and leave Case Sensitive unchecked

Once this has been implemented, you’ll have much more relevant traffic data to measure from.

These filters are just the beginning of customization for anyone using Google Analytics, and the good news is there are SO many more! Is there a basic filter you love that didn’t make the list? Let us know.

Bennett Dungan is an Attribution Specialist with a passion for demystifying data into actionable insights. He graduated with a degree in Economics from the University of Louisiana at Lafayette and loves lots of coffee.

5 Easy Tips to Build Your Email Subscriber List!

Email marketing: some think it’s dead, while others are raving about positive statistics that would make you think twice.

And they are 100% correct. Don’t believe me? Check out some of those numbers for yourself. For example, did you know that an email is 40 times more effective at acquiring new customers than Facebook or Twitter? People are constantly checking their inboxes for important updates, confirmations, and more. Since they are already checking their accounts, why not include your email into the mix?

But what happens when you keep sending emails over and over to the same people, and all you see is a rise in unopened emails, unsubscribed users, or the horrid bounced email? Don’t panic! Think about what you are actually sending and consider when you last updated your subscriber list. Some companies go years without adding a single address and believe that those 4,657 accounts are still opening their emails, interested in their product, and loving the content. Sorry to break it to you, but that’s where things get tricky.

In order to grow your contact list, consider these 5 quick fixes to gain email subscribers, all while keeping your current subscribers happy:

1. Calling all subscribers!

While customers are browsing through your site, give them the opportunity to subscribe to your email list. You know they are interested in your product, so why not continue to share the love with them via email? You want to make sure you are putting this “call to action” somewhere noticeable, either on the header or footer of your site. Another good option is to add an automated pop-up on your home screen that asks customers if they are interested in subscribing within seconds on being on your site.

2. Online purchase = new subscriber

Are you selling anything on your website and want to make sure they return to purchase again later? It’s easy to add a button that offers them a subscription to your emails or newsletters. Once you have their permission, you are set to email them new subscriber discounts and deals. Make sure that this button or check box is in an easy-to-locate spot on your website so they can’t miss it. Don’t forget to assure them that they will never receive any unwanted emails or spam in their beloved inbox.

3. Who doesn’t want a deal?

Getting back to what I mentioned above, people love to feel special and unique. By sending them an exclusive discount, they know they can receive it instantly and it will be the extra incentive they need to subscribe. A simple discount of 10% off can be just what you need to get the subscribers you are seeking!

4. Share on

People LOVE to share things! Use Facebook for example, people are constantly sharing funny content, delicious recipes, mega sales, heartwarming videos, and the list goes on and on…so why not do the same with an email they receive? By giving your customers the freedom to share, you are helping spread the word about your company. Make sure people are fully aware that the content is shareable. By using a larger print directly at the top of your email, people are sure to know that they can share away. The more emails that are forwarded, the faster your subscriber list will grow right before your eyes. And you know what that means, right? You just increased your chances of growing your sales. #congrats

5. Give the people what they want

In any industry, the customer is always right. ALWAYS. So why not listen to what they want? Customers are tired of receiving the “buy my product right now” emails. This only leads to the dreadful moment when they hit the unsubscribe button and just like that, you are out of their inbox. No one wants that to happen, but it could if your content is viewed as overwhelming or you continuously shove your product down their inbox’s throat. Rather than pitching the not-so- perfect product, generate content that your customers will value. It can pay off to include beneficial articles from third parties and personal expertise in your emails.

Happy subscribing and may the odds be ever in your favor!