Search Engine Marketing (SEM) is one of the best ways to bring more eyes to your business. But if you want your SEM campaigns to deliver, you are going to need a clear strategy. Content pillars can help you here by organizing your content around core themes.
Below, this SEM agency in Michigan City, Indiana is going to explain why content pillars are crucial for your online marketing success.
The basics of a content pillar.
A content pillar is basically your main topic that connects all the smaller, related topics under one main idea. Using a content pillar keeps your marketing structured and consistent, as all your ads, landing pages, and keywords work under one clear message. If you are working with an SEM agency in Michigan City, Indiana or managing your campaigns in-house, building your strategy around content pillars can help you get better results.
Targeted ads perform better with content pillars.
Content pillars can direct your ads to exactly the right people at exactly the right time. When you organize your SEM campaigns into smaller and more focused topics, your ads will reach the audience most likely to be interested. This consequently reduces your spending on ads that don’t convert. An SEM agency in Michigan City, Indiana can help your business apply this strategy to reach the right audience.
Even research shows that targeted ads consistently perform better than non-targeted ads. According to WebTribunal, targeted ads can improve your click-through rates (CTR) by up to 5.3 times. Even better, about 37% of social media users have bought something after seeing a targeted ad, which further proves that relevance pushes real sales.
Using content pillars can lower ad costs and boost performance.
Google uses a Quality Score to rank ads based on how relevant they are, how likely people are to click on them, and if the landing page provides a good experience. The higher your Quality Score, the less you pay for ads while also getting better placement.
Using content pillars can improve this score because they keep your ads focused and relevant. When your ads lead users to exactly what they were expecting, it makes both your audience and Google happy. And when Google is happy, it rewards you with a higher Quality Score, which consequently lowers your ad costs and gives you more visibility.
Structured content improves both paid and organic search results.
When you consistently build your content around structured themes, Google starts to recognize you as an authority in that area. And the more authority you have, the higher your website ranks, both in paid ads and organic search results.
A WebFX report found that businesses using thoughtfully planned content marketing strategies get six times more conversions than those that don’t. That is a big difference, and it shows that investing in well-structured content directly impacts your bottom line.
Targeted content gets more clicks.
Users expect ads to take them exactly where they need to go, and content pillars help make that happen. With highly targeted landing pages, you are giving people exactly what they came for, and that makes them more likely to stay and convert.
Research shows that landing pages with videos can increase conversion rates by up to 86%. On top of that, businesses with 10–15 landing pages get 55% more leads than those with fewer pages.
Content pillars make remarketing campaigns more effective.
Remarketing is when businesses show follow-up ads to people who have already visited their site but have not made a purchase. Content pillars make these remarketing campaigns better by guiding potential customers through different stages of their buying journey. Instead of showing them random ads, you can personalize your follow-ups based on what they were previously looking at.
And this approach works. In fact, retargeted visitors are 70% more likely to convert than brand-new visitors.
Looking for an SEM Agency in Michigan City, Indiana?
Ready to partner with a professional SEM agency in Michigan City, Indiana that can optimize your paid marketing campaigns and give you the results you want? If so, look no further than Digital Destination LLC. Contact us at (312) 933-6806 to schedule a free consultation.