A pillar page broadly covers a specific topic in in-depth detail, by clustering content around that particular topic.
Pillar pages are much longer than typical blogs, as they cover all aspects of the topic of which you're trying to rank.
For example, if your central topic is Facebook Marketing, you'd create a cluster of content covering that theme in-depth, such as:
- The basics of Facebook marketing
- How to set up your Facebook ads
- How to track your Facebook ad performance
- How much budget to allocate to Facebook ads
...bringing these sub-topics all together under one main pillar page, and linking each sub-topic to its dedicated page.
Pillar pages are important because search engines favour it. Pillar pages cover a topic in so much depth, that your keywords can naturally be spaced throughout your page, and your internal linking structure is optimised. By covering your topic in-depth, your site is also likely to be the last page a searcher visits, which Google views as a positive signal.
Plus, it's great for inbound linkbuilding. By covering a topic so deeply, it increases the likelihood of your content being referred to by other sites as a key resource.
Hubspot gives great examples of what pillar pages look like.
If you show the same audience the same Facebook & Instagram ads continuously, you run into the problem of ad fatigue.
Ad fatigue happens when you've exhausted most of your target audience, and those who were interested in your product have already clicked your ad. This leads to rising CPC and reduced ROI.
Tell-tale signs of ad fatigue:
1. The frequency of your ad is >3.0, and
2. Your CTR has declined consistently over the past 1-2 weeks, or
3. Your ROAS has declined consistently over the past 1-2 weeks.
To overcome ad fatigue:
1. Create and test new target audiences with existing ad creatives,
2. Create and test new ad creatives with existing target audiences,
3. Create a new offer for existing target audiences.
Facebook makes it easy for you to snoop on your competitors' ads.
Use the Facebook Ad Library to see the creative and copy of your competitors' ads.
Simply enter their Facebook page to see the different ads they're running in different locations. Take note of how they structure their captions and creatives.
To create nicely designed ads efficiently:
1. Moodboard the ads you like, and send it off to a freelancer to create variants with the same layout, based on your own brand assets (font, logo, and photography).
2. Or DIY your ads on a free editing tool like Canva.