Define native ads and how to use them to market your company

In recent times, the Internet user has become exposed to a huge number of advertisements, in one way or another made him more sensitive to traditional advertising materials, and made him react against advertising in general. In fact, this is a big problem in the world of digital marketing, and Native ads have come to solve it in a very smart and effective way.

Native ads represent an innovation boom in the world of digital advertising, and many large and small companies are now allocating a large portion of their advertising budget. You, as a business owner or e-marketer, must also learn about embedded ads and how to use them to double your sales.

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Define native ads

Native ads, also known as Native Ads, are a newer type of digital ad; It displays paid ads in a consistent and homogeneous manner with the original content.

To make it more clear, native ads are identical in look, style, and theme to the original content of the platform, or the media in which the ad appears.

For example, when you browse Facebook, Instagram, or other different social networking sites, you see some ads in the middle of the media and news “feeds” on your home page, which often correspond to your interests and activities on this platform.

This type of ads can also appear as suggested topics if you're browsing a website featuring articles.

The idea of this type of ads came from the thinking of the customer side, as the customer definitely prefers to display ads that suit his interests in a harmonious way with the content he wants to follow more than intrusive ads that may distract him.

Types of Native Ads

The term Native Ads has spread and specialized companies have appeared only in the past few years, but Native ads are an older type of ads, and they are associated with large entities such as search engines and social networking sites.

We can divide native ads into three main types of ads:

1. Native ads on social media

The advertising system of social networking sites, led by Facebook, is based primarily on embedded ads. If you use Facebook and of course you do, you will find that everything that appears in front of you seems natural and logical, and you cannot often differentiate between regular posts and advertising posts.

Native ads on social media

You will find a normal post on the official Adobe Facebook page, which is not very different from any other post on the page. The only special thing about it is that the word Sponsored appears at the top of the post.

2. Native ads on search engines

They are the ads that appear with the search results in search engines, especially Google. When you look at these ads, you will not find that they differ much from the natural search results, and many Google users do not differentiate between them and the natural search results.

Native ads on search engines

This ad may look different from traditional search results, but this is not because it is an ad, but because it is content for an online store catalog, and Google shows this type of content naturally as well.

3. Native ads on news sites and blogs

If you are a regular reader of blogs and news sites, you will always find at the end of the article or news the phrase “Read also” and below it a group of articles and suggested content that you can browse.

This particular type is the type that has revolutionized recently, and many Native Ada companies specialized in this type of advertisement have appeared, and many international news sites place this type of advertisement in them, such as CNN.

It is worth noting that Google AdSense has begun to respond to this type of advertising development, and it provides publishers with sites to place embedded ads.

Native Ads Features

Many small and large companies prefer to rely on native or integrated ads in marketing for their services, and a large group of marketers has turned to this type of marketing.

This is due to the features and features available in Native Ads that are not available in traditional ads, which are the following advantages:

  • It attracts the customer's attention more than traditional ads, which is reflected in more ad clicks.
  • It does not cause inconvenience to the customer such as pop-up ads for example, and thus the customer interacts with him in a more positive way.
  • It informs the audience with useful information they really need as it acts as part of the content the customer is following.
  • They spread faster than regular ads and are more popular with the audience.
  • You gain audience trust more than traditional ads knowing that it is a paid ad.

5 Steps to Creating 100% Successful Native Ads

  1. Determine the target audience.
  2. Determine the appropriate advertising platform.
  3. Create content that the user will land on when clicking on the ad.
  4. Create the built-in ad itself.
  5. Periodically analyze the results.

Let's start with the details

1. Determine the target audience

Determine your target audience accurately and get to know your potential customer in-depth, in order to be able to identify their needs, preferences, and questions, which qualifies you to create appropriate content that attracts this audience.

You should know the demographic of your audiences such as their average age, gender, location, and profession, your audience's online behavior, the type of content they follow and the platforms on which they are present when they are online, and their important events.

It is also important to know where your target business is in its journey to buy your product. The marketing message of a customer who knows nothing about your product is, of course, different from the marketing message of a customer who has purchased before, and your goal is to convert it into a permanent customer.

It's worth noting that native ads are excellent ads in all customer journey situations, but it's important to understand exactly what you need in order to get the best out of native ads.

2. Determine the appropriate advertising platform

Regarding social media advertisements and search engine advertisements, they represent a stand-alone type of advertisement and have their own nature.

So what we want to focus on here is the third type, which is the native ads that appear as suggested content on news sites and blogs. In fact, there are a lot of great companies that specialize in ads built into the suggested content, including:

  • Taboola
  • Outbrain

3. Create content that the user will land on when clicking on the ad

Here we must differentiate between the advertisement itself as simple visual content that appears on the advertised sites, and between the content on your site, which the user will go to after clicking on the advertisement, and at this point, we are talking about the second.

After studying the personality of your customer and getting to know it fully and determining the advertising platform; The role of writing and designing appropriate content for this client is based on the information you know about him, and based on your advertising goal.

One of the most important points that help in the success of integrated ads is always remembering that you want to provide value to the customer as part of the original content that he is following, so do not rely only on selling your product, but you must provide in the content that the customer will go to with information that helps him or a solution to a problem he is facing.

It is worth noting that the page that the user will go to with some pressure on the advertisement could be an article, a catalog page in an online store, a page to purchase a specific product, a brochure, or even an advertising video to introduce the customer to the brand.

4. Create the native ad itself

Advertising is the key and the first impression of the customer in any advertising campaign, a great product and an excellent brand that no one will care about without a strong and attractive advertisement, but when we talk about embedded ads, in particular, the advertising unit here is of special importance.

The built-in ad must first of all be fully compatible and homogeneous with the place in which it will appear from a technical point of view, of course, is reflected in the sizes of the ad image, the title and description of the ad, the colors used, and the nature of the sites in which the ad will appear.

On the other hand, the advertisement must be attractive and stimulate the user's curiosity to click on it. Therefore, it must have these factors:

  • Its title should be attractive, exciting, and unusual, but at the same time not deceptive.
  • The description (if any) should complement the title and have a clear message to open the advertisement.
  • The advertisement image should be attractive, intriguing, and of high quality.
  • The advertisement with all its elements is neatly linked with the content that the user will go to after clicking on the advertisement.

5. Regular analysis of results

Constant analysis of the results of advertising campaigns is one of the most important elements of marketing in general, as this analysis shows the success rate of your entire ad or campaign, and helps you understand your customer's behavior.

Analyzing advertising campaigns also helps inspire some changes and innovations to your content or marketing strategy, and compare the results to get the most out of those campaigns.

When analyzing the results of your native ads, you should review the following:

A. Click-through rate:

This helps you see how successful your ad is in attracting customers, as this shows the number of customers who viewed the ad versus those who clicked on the link.

B. Source and time of visits:

Knowing the real source of your website traffic helps you identify the best platforms and ads that have been able to attract customers to you.

You should also focus on the seasonality and timing of visits, for example, do visits increase on a specific day of the week? This allows you to know the appropriate time to launch your advertising campaigns.

C. Time spent on the page:

This helps you see how valuable and attractive your content is to the user, as well as whether the customer has already read your content or not waited to read it.

D. bounce rate:

This rate indicates the number of customers who actually enter your website and then leave without having any interactions inside.

Although a high bounce rate may frustrate some, it can be a good sign that your customer is taking advantage of your website's content from the first page.

E. Number of Transfers:

Of course, business owners strive to increase the number of conversions of visits to real sales on their websites.

General tips for making successful native ads

Some general tips and principles that can maximize the success of your native ads, are as follows:

  1. Specify your goals precisely, do you want to increase awareness of your brand, or do you want the customer to take a specific action… This will help you measure the success rate of your advertising campaign, and help you understand the appropriate way to create advertising content.
  2. Create content that is interesting and delivers real value to the audience.
  3. Take care of the appropriateness of your website and the nature of your content for all operating systems and for mobile.
  4. Keep your embedded ad consistent and adaptable to the original content that the user will go to after clicking on the ad.
  5. Periodically test the different elements of your ad, make some adjustments and changes, and compare the results.
  6. Retarget your engaged audience with new, more personalized, and relevant ads based on their previous interaction.
  7. Remember well that addressing feelings is the key to success in advertisements, and also in the content that the user will go to some pressure on the advertisement, for example, it has been proven that the story of the story on the landing page contributes to raising the conversion rate insanely.
Here we have come to the end of the article in which we provided a detailed explanation of what Native ads are and how to use them in marketing your company.

This is after the meaning of this type of advertising was clarified, and what distinguishes it from other traditional marketing and advertising methods known since ancient times, which have always bothered customers and kept them away from buying.

It also reviewed how to create this new ad type and the most important elements that increase its success and achieve its goals, along with reviewing some of the best tips to get the most out of your integrated ad campaigns.
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