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Google Launches New ‘Related Search for Content’ Ads to Help Improve On-Site Engagement

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Google Launches New 'Related Search for Content' Ads to Help Improve On-Site Engagement


Google has added a new ad unit to its AdSense suite, with ‘Related Search for Content’, which aims to help drive users to more related elements on your site.

As you can see here, the new ad unit essentially works as a suggested content type prompt on your website, which re-directs users to more of your pages specifically related to the content that they’re viewing.

As explained by Google:

“Related search for content is a contextual navigation unit that shows users search terms related to the page they’re viewing on a publisher’s website. When they click a search term, they’re taken to a search results page on the publisher’s site where they can explore other relevant topics, including search ads. As a result, Related search for content can help publishers increase site engagement – including site traffic, pageviews and ad impressions – and drive incremental revenue.

So it’s a means to both keep visitors on your site for longer, while also increasing ad exposure, branding, etc.

And importantly, Google also notes that this is ‘a privacy-preserving solution’.

“[Related Search for Content uses page content, instead of user data, to deliver relevant search terms. Meanwhile, ads on the search page target the search term the user clicked on, rather than actual user data.”

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In line with Google’s broader shift away from user data tracking, the option could help deliver more tailored ad solutions, without the need for cookies.

Which will be gone soon. Google’s already outlined its plan to phase out tracking cookies, in favor of a new topic based model, which will enable ad and performance tracking without exposing user data.

Related Search for Content is one of its first ad solutions within this approach, and while its value will vary significantly, it could be worth experimenting with in your process.

Google says that interested advertisers can contact their account manager to activate AdSense for search for their AdSense account.



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How to Batch Create Your Social Media Content [Infographic]

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How to Batch Create Your Social Media Content [Infographic]

A key element of any effective social media marketing strategy is consistency, and posting at a regular enough rate to keep your audience engaged and interested in your brand and offerings.

But that’s generally easier said than done. Reading an advice post which says that you need to post every other day is one thing, but creating the actual content that’s required in order to align with that cadence is something else.

Because content creation takes time, time that small business owners, in particular, simply don’t have. At least, not regularly – which is why batch creation of your social posts, and scheduling them to go live throughout the week or month, can be a more effective way to maintain consistency, and tap into key events and opportunities.

Which is where this overview from the team at Giraffe Social Media may help. In the below graphic, the team from Giraffe has outlined a basic approach to batch content creation, which may seem obvious in many respects, but putting down a defined, set plan as to how you’re going to go about filling out your schedule can have big advantages.

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