Google Reducing Right Hand Rail Ads for Desktop Searches

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Hold onto your hats, paid search managers. Rumors have been swirling around the PPC community today that Google reps are communicating to advertisers that they are in the process of reducing/eliminating right hand rail ads from desktop searches. Instead, ads will only be shown in the center of the search results page, above and below the organic links. Early data from Merkle advertisers confirms that ads appear to be showing less often on the right hand rail, including for this major online retailer.

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Rockfish is a full-service digital innovation partner that drives business for some of the world’s largest brands. We build groundbreaking digital solutions through expert integration of strategy, creative and technology. Founded in 2006, Rockfish has offices in New York, Chicago, Dallas, Austin, Cincinnati, Minneapolis, Northwest Arkansas and Portland. Rockfish is part of WPP, the world’s largest and most highly regarded communication services group with over 188,000 employees globally.

OTHER ARTICLES

5 Tips to Use Ads, AI, and Social Media to Supercharge Your Sales

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Ads, AI, and social media have become the holy trinity of sales. Perfecting all three will help you become an unbeatable sales master whose path leads only to excellence. The road can be bumpy when you’re just starting out, but even the greatest masters were once apprentices. Patience, resilience, drive, and the following tips will help you reach your goals and supercharge your sales. There are numerous tactics for boosting sales, some more effective than others. Unless you’re just starting out, it’s safe to say you’ve already used some tried-and-true methods to keep your sales high. But times are evolving; new technologies keep emerging; consumer behavior and needs keep changing; all this is pushing you to transform as well.

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How to Drive Sales as Share of Spend Shifts Across Industries

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Transformation of Content Marketing in COVID-19

Article | March 4, 2020

Content marketing in COVID-19 has been wholly evolved. Let’s discover about transformation in content marketing strategy by knowing valuable statistics and necessary guidelines. Introduction Content marketing is a strategic way of marketing approach that primarily focuses on top-notch content, authenticity, valuable information, and customers' need to attract their audience to buy their products or services. The content you are delivering to your target audience, customer, or prospects should be valuable, authentic, and need to reach them in a way that feels organic and accepted. Content plays a very decisive role in the establishment of a brand. Content marketing growth statistics show that 77% of marketers say their company has a content marketing strategy. Meanwhile, 69% of successful B2B marketers now have a documented strategy for content marketing in COVID-19 More than 77% of marketers have transformed their content marketing strategy owing to pandemics. Marketers believe that the pandemic intensely affected people. Now, it has become challenging to influence your target audience with outdated strategies. The need of the hour is to approach your audience with calculative steps, innovative ideas, and well-research content. Let’s look at each aspect of content marketing in the COVID-19 strategy that can turn your innovations and ambition into success. Types of Content Marketing There are a variety of content marketing types that differs from business to business. It’s eventually about what kind of content marketing helps your business to reach a definite goal. Here are some common kinds of content marketing. Blogs User-generated content Social Media Posts Videos Podcasting Email Infographics Ebooks Whitepapers Case studies Memes Why Content Marketing Matters? The famous saying “Content is King” is undoubtedly true. Your content marketing strategy decides your business existence. Let’s find out how content marketing is far better than other marketing tactics. Content marketing is a significant component of each digital marketing strategy which is unavoidable. A persistent content marketing strategy provides positive ROI. Unique and thorough content assists SEO in performing better. It is cost-efficient. It builds trust with your customers. It makes your marketing funnel better. Content marketing strengthens your communication with customers. Different industries such as OTT, digital marketing are entirely dependent on content Quality content makes you stand out from other competitors. It increases mouth-publicity. Content marketing turns your visitors into customers. It decreases your advertisement spends. Educate your leads and prospects about your products and services. Quality content aids other marketing strategies to accomplish your business goal. Statistics about Implementing Content Marketing Strategy 89% of content marketers use blog posts in their content creation strategy. 70% of marketers are actively investing in content marketing. 78% of companies have a team of one to three content specialists. 24% of marketers plan on increasing their investment in content marketing. 94% of marketers use social media for content distribution. 70% of the B2B content marketers say their brand’s content marketing efforts have been much more successful than last year. 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience. 61% of consumers have also bought something that’s recommended by blogs that they read. 69% of marketers use content to tell stories. Make Your Content Marketing Strategy More Powerful in COVID-19 Holding presence on demanding platforms and perform remarkably is only possible when you have a resilient, persuasive, and extensively researched content marketing strategy. How content marketing in COVID-19 has entirely changed, and how can you utilize those strategies to keep your audiences engaged and experience profitability? Let’s understand. Organizational Support Your content marketing strategy is nothing without organizational support. Most of the time we find people working department-wise and don’t participate in other’s department activity. Whether you have a big team or a small one, you will need to have everyone in the company participating in your content strategy. They can give their contribution in any form. Reanalyze Your Goal Setting a goal is not enough at the time of pandemics when businesses are grappling with various challenges. You need to recalculate your goal regarding every element such as target audience, finding a niche, market research, budget, etc. Write for Your Customer, Not for Your Brand Undoubtedly, experiencing profitability is your business goal, but sometimes it is essential to understand your customers’ expectations or needs. Therefore, your content marketing strategy only will be succeeded when you have a proper understanding of your audience, prospects, or customers. Determine Your KPIs After setting your goal, your next job is to develop key performance indicators. KPIs are highly effective in quantifying your actual performance against your objectives. Unique page visits, downloads, shares, inbound links, CPC, CPL, ACV, products review, website traffic are the essential key performing indicators to evaluate your performance. Find out the Right Kind of Content It is not essential to adopt each content type to be in the race. It would help if you finalized that which content type is appropriate for your business. You cannot invest your entire budget in every kind of content. When it comes to the whitepaper, it performs differently as compared to social media posts. Analyze Each Channel Performance When you are writing for your blogs, it doesn’t go the same way you write for the whitepaper. Different marketing channels need a specific style of writing. It could be narrative, persuasive, expository, or informative. Therefore, analyzing the performance of each channel is mandatory so that you can choose your appropriate channel and write accordingly. Enhance the Quality of the content The quality of the content should be the utmost important concern to each marketer. Therefore, you can’t compromise with the quality of the content. Quality content consists of authenticity, valuable information, readability, visual appeal, authoritativeness, length, and extensive research of that particular industry. Be Innovative and Approach with Humor Innovation is the critical component to transform your content marketing strategy. Promoting your products or services by being innovative and approaching with humor is vital in this time of pandemic when people are dealing with various difficulties. Moreover, an amalgamation of creative content and humor can assist your business in finding out decided results. Final Thoughts Marketers are very well aware of changes in content marketing in COVID-19. And they started discovering to make their strategy better by researching. These valuable tips that have been mentioned above regarding content marketing strategy can surely elevate your business towards success, profitability, and accomplishment of your goal. Frequently Asked Questions How to optimize your content in COVID-19? You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences. What is the best type of content in COVID-19? It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to optimize your content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences." } },{ "@type": "Question", "name": "What is the best type of content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing." } }] }

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THE USE OF ARTIFICIAL INTELLIGENCE IN SEO 2020

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Spotlight

Rockfish

Rockfish is a full-service digital innovation partner that drives business for some of the world’s largest brands. We build groundbreaking digital solutions through expert integration of strategy, creative and technology. Founded in 2006, Rockfish has offices in New York, Chicago, Dallas, Austin, Cincinnati, Minneapolis, Northwest Arkansas and Portland. Rockfish is part of WPP, the world’s largest and most highly regarded communication services group with over 188,000 employees globally.

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