Everything You Need to Know About Native Advertising and Making It Work for You
It can be disheartening to see that all of the tactics that you had used in the past no longer have the ability to get customers to click and convert. However, those who have been in marketing for any length of time know that you can’t stick to the old methods and hope for success in the modern world. You need to be willing and able to adapt, to learn and employ new and better methods. The best option that’s available today is called native advertising. This guide will help you to have a better understanding of why they are so important, how they can help, and what you need to do to start using them to great effect.
The Problem with Regular Ads
In addition, many people end up getting to the point where they ignore the ads entirely and no longer notice them. They know the ads are there, but they simply don’t acknowledge them. They essentially become invisible. This is bad news for marketers. Fortunately, native ads can provide you with the power and reach that you need to once again start bringing in more and more customers. Many others have already started using the power of native advertising in a range of industries. It has been quite prominent in the travel and automotive fields.
What Is Native Advertising?
The viewers are more likely to see this as a part of the regular content at first glance, so it doesn’t jump out at them to be an intrusive ad. People are far more likely to click on one of these native ads than they are a traditional ad.
However, it would be disingenuous to seamlessly blend an ad into regular content. The FTC (discussed later in the guide) and other regulatory bodies want to make sure that people are not duped into believing that something is content from a site when it is instead a paid ad. Therefore, even though they have a native appearance, there will still be ways for people to distinguish that they are an advertisement. The manner in which this is done will differ based on where you are running the ads.
Native ads are a powerful option that all online marketers should start using as soon as possible. Despite the fact that they are ads, they feel more natural and people are more open to them. Business Insider believes that by 2020, native ads will drive 74% of all ad revenue. One of the reasons for the increase in these types of ads, other than the fact that they work so well, is the importance of social media in our lives. Social media is ever-present, and popular sites like Twitter and Facebook have made it easy to integrate these native ads into their platforms.
Why Are More Marketers Starting to Use Native Advertising?
By using native ads that more closely mimic the other content on the site, they are more likely to look at it and more likely to click. You just need to make sure that the content where it appears is interesting and engaging, and that your ads will be able to deliver on the promise that you make.
Even though people clearly know they are looking at advertising, because of the nature of the advertising and the content that it can offer, they don’t mind. This helps to drive more clicks and more sales for the marketer.
Native Advertising Has Been Around Longer than You Might Think
Social networks, sites like Buzzfeed, and powerhouses like Google have embraced the native ad, and marketers are following suit. Facebook and Twitter are native ad platforms that have done extremely well for marketers. If you want to keep up with the competition, it is something that you will have to do, as well. Fortunately, unraveling the native ad and making it a part of your game plan is not as difficult as some people might make it out to be. It is important to understand the various types of ads that can show up, along with some basic elements of their structure.
What Is the Basic Structure of a Native Ad?
Examples of Native Advertising
Sponsored Posts on Social Media
There is another similar option with these types of native ads. They will appear in the content well of the publisher, but the ads themselves are not on the site. Instead, they are links that will then take the reader to your brand’s landing page or editorial content.
The third version of this in-feed ad is a story format displayed in the publisher’s content well. They can consume the content without leaving the page. The content might be something to read, a video to watch, or a game that they can play.
Native Search Ads
In-Ad Native Ads
Keep in mind that these are only some of the many different types of native ads that are used today. There are many options and methods of creating ads that work well on the pages where they are located, and that can get attention from the people who are visiting and using those sites.
The Difference Between Content Marketing and Native Advertising
Content marketing, on the other hand, has a larger scope and the goal is focused on long-term successes rather than the success of an advertisement. Both native ads and content marketing will help to raise brand awareness and will target specific groups of people. In fact, they are typically the same groups of people.
Content marketing is not just a single piece of content, as is the case with an ad. Instead, it is a body of content that can include blogs, articles, videos, whitepapers, etc. The content that is shared is owned by the business and runs on their platforms or on their specific social media accounts, YouTube channels, etc. Native ads run on platforms that the company does not own. They are leveraging the reach of those other platforms with the ads, ultimately trying to get those people to click a link, visit their site, buy a product, etc. Both of these types of marketing can breed success and both will be used by smart marketers.
Understanding Programmatic Native Advertising: Taking Things to the Next Level
It features the same benefits that are had through regular native advertising, but because they are served to the right people at the right time, it allows for greater success. This targeted response will typically mean there will be greater engagement with those ads, and this can lead to a higher conversion rate.
You will want to start with the titles. The title of the native ad needs to attract attention right away. Having a clear message that people can understand easily is important. You may also want to choose an action phrase that will make people more likely to view the ad and think about clicking it. Additionally, you want the titles to be short and catchy.
Images are also important. While they may not always be needed depending on the native ad platform you are using, they can increase the click-thru rate on the ad. The image should be vibrant and attention-grabbing, and it should fit with the title that you have chosen.
The ad copy should also be clear and give the reader a good indicator of exactly what they can expect when they decide to click on the ad. Of course, you also need to follow through with that by creating a landing page or other page that lives up to those expectations.
Offering disclosure that it is an actual advertisement is essential, as well. While many web users today know that “sponsored” or “promoted” content is an add, that is not the case in all situations. As you will see in the section on the FTC below, making it clear that the content is an advertisement is essential. This ensures you stay on the good side of the FTC, as well as consumers. While the number of consumers who know and understand what native ads are has increased, over the years, there are still many who do not. Disclosure is essential.
In addition, once you have ads that you believe will work well, you want to make sure that you are partnering with the right publishers. You want to find those that will be best suited to the audience that you are trying to reach.
Native Advertising and the FTC
The FTC is very serious about these regulations being followed. Those who are in the business of this type of marketing understand this and have created native ad content that are clearly ads, but still attract customers.
Get the Right Help for Your Native Ads
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