The recipe for the best native ad campaigns begins with engaging content. Whatever the aims of the campaign are, either to increase sales, subscriptions, or brand awareness, the content you publish needs to be appealing and relevant to the needs and demands of your audience.
Once you have concluded which campaigns are bringing about the best results, you must start refining to maximize success. In this article, we are going to explore a few ways you can optimize your native ad campaigns.
The internet has witnessed an increase of ad-blocking software and banner blindness for the last five years that have damaged the online advertising sector and forced marketers to think up new ways of reaching their target audience.
Advertising pays for the engaging and relevant content we all enjoy consuming. So, for businesses and publishers to promote the content that users are searching for, online advertising needs to exist. This necessity has given birth to native advertising.
Each year businesses spend more and more money on native ad campaigns because users are engaging with it.
Content that is engaging and relevant will address the precise questions your target audience is asking. So, when you blend native advertising into the already engaging content visitors will not shun it but embrace it. Successful native advertising prompts reader engagement because it relates to the editorial content.
In contrast to conventional advertising methods such as pop-ups and banners, native ads are unobtrusive to the user experience. Native ads can improve ad revenue by increasing reader engagement with advertising companies.
Optimizing Native Ads
According to a study by the Native Advertising Institute, less than 14 percent of internet users disapprove of native advertising. Generating engaging native ads can be a difficult task sometimes, but businesses are investing more time and money in this area of online advertising.
When it comes to promoting native ads there are several different ways of doing so:
- Paid placements on SERPs (Search Engine Results Pages) – this is where marketers bid on ad placements at the top of results pages depending on their desired keywords.
- In-feed ads are commonly native ads that are present amidst the editorial content. As users go through your content, they come across in-feed advertising. Due to their inconspicuous presence between the editorial content of your website, your audience is not put off or distracted, and the overall user experience is left intact.
- Recommendation widgets are a type of native ad that displays a paid link to an external page and often does not imitate the layout of the editorial content.
Familiarize yourself with your site’s performance
Having a clear grasp of how your site is functioning is vital when optimizing your native ad campaigns. Some of the most critical areas you should be looking into include content engagement, where visitors spend most of their time on your website, where are your leads are coming from, and how many impressions and conversions you get each day.
Collecting and analyzing your site’s performance will enable you to see which areas are working better than others. Having a clear understanding of your site’s data is like having strong foundations when building a house; it helps advertisers to figure out what type of native ad formatting to use. Your data will tell you precisely where each ad needs to be displayed.
Native advertising sometimes gets a bad reputation as it can seem to be deceiving users into engaging with content that is not relevant to what they were looking for in the first place. So, sticking to engaging content that focuses on what the target audience would be looking for will go a long way. Native ads are continually evolving, but one thing is sure; maintaining engaging and relevant content throughout the campaign is key to driving user engagement and advertising success.
For example, if you’ve published content discussing the best ways to start a business, you wouldn’t expect native ads for football to appear, would you?
Irrelevant ads damage trust and profits. When introducing native ads to your website, you need to ensure they remain relevant to the overall layout and context.
How do I evaluate the relevance of native ads? The answer to this is simple. Put yourself in the shoes of a visitor to your site. Are the native ads relevant to the content and context of your website, and do they address the needs of your users?
Use trial and error – don’t just stick to one advertising network, try working with at least three, and see which one offers the most relevant native ads. Don’t overlook the importance of split testing. Take headlines; for example, by split testing a variety of headlines, you can discover which one has the highest number of clicks.
An effective native ad campaign can work wonders when trying to increase ROI, conversions, and sales, as long as you avoid the common pitfalls of native ad marketing.