Take it To The Bank: Increase Engagement and Revenue with Google's Matched Content
Savvy and successful webmasters know that showcasing related, suggested or recommended content is an excellent way to increase engagement metrics like time on site with website visitors.
Engagement, however, is difficult to take to the bank. For this reason, most providers of related content suggestion technology offer some means to introduce advertising within these content areas, and there is no shortage of methods or solutions (from Taboola to Outbrain) to get this digital job done.
Last year even Google got in on the trend by introducing Matched content, a solution to help websites increase engagement by promoting relevant content to website visitors and just recently made it possible for its AdSense Publishers to use the content units to generate revenue by allowing ads to appear alongside recommended content. When publishes opt to allow ads through Matched content, ads will appear within their units and will be styled so as to look and feel just like content recommendations. And yes, they'll get paid with every click.
The feature is being rolled out to all Matched content eligible publishers (available for sites with multiple pages with unique images and high volumes of traffic) now. Google also indicated that Matched content units will not count toward the Google content ad limit per page (which happens to be three).