Janet Peischel
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.
People also read…
Support local news coverage and the people who report it by subscribing to the Napa Valley Register.
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.
Napa County Landmarks has released its annual list of “10 Endangered Treasures” in Napa County – structures of historic value that are in…
The Napa Valley Register offers an in-depth look at the big races in the June 2022 ballot.
The freshman class Rebecca Lacau first encountered last August was unlike any she had taught in more than a decade at Willow Elementary School.
Plastic seems to be everywhere these days, and based on existing research on the Greater San Francisco Bay Area, it’s highly likely that the Napa Ri…
Former Napa Police Sgt. Alfonso Ortiz, younger brother of Napa County Sheriff Oscar Ortiz, resigned from the department in July 2021 during a…
Five years after the Napa City Council voted to end the enforcement of red-light traffic cameras in Napa, the council has unanimously backed a plan to…
A revised Napa County list of possible rural sites for apartments, condominiums or townhouses includes a small corner of Skyline Wilderness Pa…
What is Napa County doing as another wildfire season approaches?
Jack Cakebread, one of the pioneers who led the transformation of Napa Valley in the 1970s, died April 26.
Napa Valley winery Heitz Cellar has filed a lawsuit against one of its keg suppliers, claiming the company sold them defective kegs.
Contact Janet at 510-292-1843 or [email protected]