Online advertising has exploded. If you read an article about marketing these days, you just assume that you advertise online. Google rakes in around $100 million a day from this activity alone. Amazon is up there, helping Jeff Bezos fund his next trip to the afterlife.
We advertise on Facebook and Linkedin, on Twitter and Instagram
Every business with an online platform offers advertising opportunities. But online advertising (pay-per-click or PPC) is a bit of an art form. You can’t create an ad and expect it to work just for you. You need to test, monitor, make adjustments and trade it to keep it fresh.
Like a 12 step program, it works if you work it. My experience is that many people start their advertising campaigns and assume that they are going to drive a lot of new traffic to their websites and ultimately new customers. Unfortunately, if you don’t commit to managing your PPC campaign, you’re probably wasting your marketing dollars.
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It’s hard to rank organically on Google
It’s getting harder and harder to rank organically, which means it’s hard to show up on the first page of a Google search without paying for ads.
Take a look at a search results page and you’ll see that the results all say “Ad” next to them. Someone pays (a lot) to rank on the first or even the second page of Google or other search engines.
But what if you could rank well on Google without having to run PPC ads?
I use new software based on creating content that matches high level search terms/keywords that people type into a Google search.
For someone like me, for whom writing is easy, I can write a blog that exactly matches these keyword phrases in my titles. These appear in the info bar of my website and Google recognizes these titles as part of their content indexing process. I use other highly ranked keyword phrases in my titles and subtitles and tag them with “H” tags, which Google also searches for.
This software, DemandJump, gives me a blueprint — or consider them breadcrumbs — for how to show up in search. The information is cumulative, of course, but I’ve been using it for about a month and I’m starting to see results. I get calls from people who saw me in a Google search. Happy.
DemandJump content is based on a pillar strategy
DemandJump is based on creating a hierarchy of content. At the top of each content pillar is a 3,000 word pillar page – this is a comprehensive overview of your business.
Your individual landing pages display on your main pillar page. Blogs go all the way up to landing pages. It’s a hierarchy — layered and interconnected webs of content. Everything is connected, with links between pages and topics to keep the user engaged.
I love this app! Interested in DemandJump? Call Top of Mind Marketing and let’s talk about how it could work for your organization.
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Contact Janet at 510-292-1843 or [email protected]