Boost Your Sales Funnel with Native Ads | Exclusive Insights from AWasia 2019
Boost Your Sales Funnel with Native Ads | Exclusive Insights from AWasia 2019
Table of Contents
- Native Marketing: Definition and History
- The Birth of Native Marketing
- Evolution of Native Advertising
- The Current State of Native Marketing
- Why Native Marketing Should be Part of Your Budget
- Unmatched Reach and Scale
- Boosting Performance Across Channels
- Highly Engaging Ads
- Building a Successful Lead Generation Campaign
- Step 1: Creating a Compelling Story
- Step 2: Writing Persuasive Ads
- Step 3: Designing an Engaging Presale Page
- Step 4: Developing a Strong Funnel
- Step 5: Diversifying Your Traffic Sources
- Tracking and Measurement in Native Marketing
- Attribution Challenges
- Using Analytics and Tools for Tracking
- Native Ads vs Online PR
- The Difference and Benefits of Native Ads
- Verticals That Work Well with Native Ads
- Lead Generation
- Financial Services
- E-commerce and Retail
- Health and Beauty
- Native Ads vs Display Ads
- Higher CTR and Engagement Rates
- Long-term Viability and Performance
- Tips for Structuring Headline and Image Tests
Native marketing is gaining traction in the digital advertising landscape as businesses seek new ways to engage with consumers and tell their story. Unlike traditional display ads or search engine marketing, native advertising allows companies to directly connect with their target audience and share their narrative. In this article, we will explore the concept of native marketing, its history, and its potential for future growth. We will also discuss why native marketing should be a part of every marketing budget and provide practical tips for building a successful lead generation campaign. Additionally, we will compare native ads to online PR and display ads, highlighting the advantages and unique characteristics of native advertising. Lastly, we will delve into best practices for structuring headline and image tests to optimize native ad performance.
Native Marketing: Definition and History
The Birth of Native Marketing
Native marketing emerged as a result of changes in content distribution in the early 2000s. Prior to this, advertising on major publisher sites required negotiation with high minimum commitments and limited opportunities for engagement. Companies like Pulse 360 revolutionized the advertising landscape by introducing a platform that allowed advertisers to bid on ad placements in an auction-based model. This shift enabled advertisers to engage with users through text-based ads on popular publisher sites like MSNBC and Market Watch, resulting in improved performance and increased revenue for publishers.
Evolution of Native Advertising
The success of native marketing led to its evolution over time. Simple images were added to text-based ads, resulting in an increased click-through rate (CTR) while maintaining conversion rates. This optimization allowed publishers to generate additional revenue from their content. Today, native marketing has expanded to include various formats such as standard inboxes, in-feed articles, and video ads. Every webpage on the internet now features some form of native marketing, providing advertisers with unlimited potential for reaching their target audience.
The Current State of Native Marketing
While platforms like Facebook and Google remain vital components of the marketing budget, native marketing offers unique advantages. It provides unmatched reach and scale, allowing advertisers to access billions of impressions daily at a lower cost-per-click (CPC) compared to platforms like Facebook. Native marketing also enhances the performance of other advertising channels, such as improving Facebook and Google campaigns and driving better overall website performance. With evolving technology, native advertising continues to improve return on investment (ROI) through features like lookalike audiences and demographic targeting. Its highly engaging nature and high CTRs make native ads more effective than simple branded display ads.
Why Native Marketing Should be Part of Your Budget
Unmatched Reach and Scale
Native marketing offers unparalleled reach and scale, with billions of impressions available daily. This vast potential allows advertisers to expand their audience and reach new customers. Additionally, native ads often have a lower CPC compared to other advertising channels, making them a cost-effective option for businesses looking to increase brand visibility and customer acquisition.
Boosting Performance Across Channels
Native marketing doesn't just benefit the native ad campaigns themselves; it also enhances the performance of other marketing channels. By incorporating native ads into the overall marketing strategy, businesses can expect incremental increases in performance across various channels. Native ads drive engagement and boost the effectiveness of Facebook campaigns, Google campaigns, and overall website performance. The evolving technology behind native advertising, such as lookalike audiences and demographic targeting, further improves ROI.
Highly Engaging Ads
Native ads are designed to be highly engaging and generate high CTRs. Unlike traditional display ads, native ads blend seamlessly with the content on the webpage, capturing users' attention and encouraging them to interact with the ad. The engaging nature of native ads contributes to stronger brand recognition and increases the likelihood of conversions.
Building a Successful Lead Generation Campaign
To leverage the power of native marketing for lead generation, businesses need to follow a strategic approach. Here are five key steps to building a successful lead generation campaign on native marketing:
Step 1: Creating a Compelling Story
One of the most critical aspects of any native marketing campaign is crafting a compelling story that resonates with the target audience. By focusing on storytelling rather than simply advertising products or services, businesses can create a direct connection with consumers. Stories should highlight the unique aspects of the brand, product, or service and provide valuable insights to users. A successful native marketing campaign differentiates itself from traditional advertising by allowing businesses to shape their narrative and tell their story authentically.
Step 2: Writing Persuasive Ads
Native ads rely on persuasive copywriting to capture users' attention and encourage them to engage further with the brand. Unlike other advertising channels, native ads require a delicate balance between grabbing users' interest and avoiding misleading or deceptive content. A strong headline combined with an engaging image plays a crucial role in native ad performance. A well-written headline draws users in, while an eye-catching image ensures a higher click-through rate. Businesses should test and optimize headlines and images to find the best combinations for optimal performance.
Step 3: Designing an Engaging Presale Page
Once users click on a native ad, they are directed to a presale page, where businesses have approximately 30 seconds to engage and convert them. Presale pages should be designed to align with the ad's headline and content. The copywriting should emphasize the value proposition and benefits of the product or service. It's essential to structure the presale page in a way that engages users immediately, keeping them interested and guiding them towards the next step in the sales funnel. Clear and compelling call-to-action buttons and persuasive content help increase conversions and drive users to the next stage of the campaign.
Step 4: Developing a Strong Funnel
A strong native marketing funnel focuses on optimizing every step of the customer journey, from the initial ad click to lead generation and beyond. It is crucial to have a comprehensive retargeting strategy that includes push notifications, email marketing, and audience building. By capturing user data at each stage, businesses can maximize conversions and monetize every click. Tailoring content and offers to specific audience segments and investing in robust tracking and measurement tools allows for ongoing optimization and increased profitability.
Step 5: Diversifying Your Traffic Sources
To mitigate risks and achieve stable results, businesses should diversify their traffic sources. Relying on a single ad network or platform leaves campaigns vulnerable to sudden changes or disruptions. By distributing the budget across multiple ad networks, businesses can ensure a consistent flow of traffic and maintain campaign stability. This approach allows for adaptability and enables advertisers to take advantage of the varying strengths and performance of different networks.
Tracking and Measurement in Native Marketing
Attribution and tracking are essential in native marketing campaigns, but they can be challenging due to the complexity of multi-channel advertising. While attribution is not yet perfect, there are practical steps businesses can follow to gain valuable insights and measure campaign performance accurately:
Utilize tracking tools: Integrate tracking tools like Google Analytics and click tracking software to track user behavior and measure key performance indicators (KPIs). These tools provide valuable data on user engagement, time spent on webpages, and conversion rates.
Establish attribution models: Attribution models help businesses understand the impact of different touchpoints in the customer journey. By using data from multiple sources, businesses can gain a holistic view of campaign performance and assign credit appropriately.
Analyze performance by source: Evaluate the performance of each traffic source individually to identify the most effective channels. This analysis allows businesses to allocate resources strategically and optimize campaigns based on reliable data.
Implement pixel and remarketing strategies: Implementing pixel tracking and remarketing tools helps identify user behavior and tailor ads to specific audiences. By retargeting users who have engaged with previous ads or visited specific webpages, businesses can increase conversion rates and maximize ROI.
Native Ads vs Online PR
While native ads and online PR share similarities, they are distinct strategies with different purposes and benefits.
Native ads are designed to deliver an engaging ad experience while seamlessly blending with the surrounding content. Native ads provide businesses with immediate control over their message and enable them to share their story directly with consumers. Native ads are highly targeted and measurable, allowing businesses to reach their target audience efficiently. The primary goal of native ads is to drive conversions and generate leads.
On the other hand, online PR focuses on leveraging media outlets to gain coverage and exposure. PR campaigns aim to secure media mentions and interviews, enhancing brand credibility and reputation. Online PR relies on media relationships and the ability to generate persuasive narratives that capture the attention of journalists and editors. PR campaigns typically have a broader reach and aim to increase brand recognition and thought leadership in the industry.
While both strategies have their merits, native ads offer more direct control, immediacy, and measurability, making them a valuable addition to marketing campaigns.
Verticals That Work Well with Native Ads
While native marketing can be effective across various industries, certain verticals naturally lend themselves to native ads. Here are some examples:
Lead Generation: Native ads excel in lead generation campaigns by capturing user interest and enticing them to engage. Verticals like finance, insurance, and mortgage often see higher success rates with lead generation campaigns using native ads.
Financial Services: Native ads can help financial services companies demonstrate their expertise and build trust with potential customers. Content pieces discussing investment strategies, retirement planning, or personal finance tips provide valuable information to users while subtly promoting the brand's services.
E-commerce and Retail: Native ads are a perfect fit for e-commerce and retail businesses aiming to drive product sales. Effective native ads combine persuasive copy and eye-catching images to engage users who are already in a shopping mindset.
Health and Beauty: Native ads thrive in the health and beauty industry, where consumers actively seek advice and product recommendations. Content pieces emphasizing the benefits of specific products or focusing on trends and innovations tend to resonate well.
By aligning the native ad strategy with the unique characteristics and demands of each vertical, businesses can maximize the effectiveness of their campaigns.
Native Ads vs Display Ads
Native ads and display ads differ significantly in terms of engagement, performance, and long-term viability.
Native ads offer higher click-through rates (CTRs) compared to traditional display ads. Native ads blend seamlessly with the surrounding content, capturing users' attention and encouraging interaction. This increased engagement results in higher CTRs, making native ads more effective in driving traffic to the advertiser's website.
Display ads, on the other hand, are often considered intrusive or disruptive. Display ads are typically static or animated banners placed on different placements throughout a webpage. They are less likely to generate engagement or clicks compared to native ads.
Long-term viability is another area where native ads surpass display ads. Display ads are losing relevance and popularity as consumers become desensitized to their presence and develop ad blindness. Native ads, however, continue to evolve and adapt, incorporating various formats such as in-feed articles, video ads, and sponsored content. Native advertising has become an essential part of most webpages, offering advertisers endless possibilities for reaching their audience.
While traditional display ads can still have value in certain contexts, native ads provide a more engaging and effective advertising solution.
Tips for Structuring Headline and Image Tests
Testing headlines and images is key to optimizing the performance of native ads. Here are some tips for structuring effective headline and image tests:
Separate headline and image tests: Conduct separate tests for headlines and images to isolate the impact of each element. This allows for more accurate data analysis and optimization.
Start with a control: Begin with a control version of the headline or image, then create variations to test against it. A control helps establish a benchmark to compare the performance of different versions and identifies areas for improvement.
Test one variable at a time: Test a single variable (e.g., headline length, image color, or composition) in each variation to accurately assess its impact. Testing multiple variables at once can make it challenging to identify the specific elements contributing to improved performance.
Analyze and optimize: Continuously analyze the performance of headline and image variations. Identify patterns, trends, and insights to optimize future tests and refine the overall ad strategy.
Iterate and innovate: Never settle for just one winning headline or image. Native ads require constant innovation to stay relevant and effective. Always be testing new variations, exploring fresh concepts, and striving for improvement.
By systematically testing and optimizing headlines and images, businesses can enhance the overall performance and impact of their native ads.
Native marketing offers businesses a unique and engaging way to connect with their target audience and tell their story. By crafting compelling narratives, designing persuasive ads, and building effective funnels, businesses can generate leads and maximize conversion rates. Native ads differentiate themselves from traditional display ads through their seamless integration with the surrounding content and higher engagement rates. By incorporating native marketing into their overall strategy, businesses can experience improved performance across multiple channels. Tracking and measuring the impact of native ads can be challenging due to the multi-channel nature of advertising, but utilizing tracking tools and implementing remarketing strategies can help businesses gain valuable insights. Native marketing is an effective alternative to display ads, providing unmatched reach, engagement, and long-term viability. By structuring headline and image tests effectively, businesses can optimize the performance of their native ads and continuously improve their ad strategy.
- Maximize Your Reach: Harness the Power of Facebook Pay Per Click Ads
- Master Facebook Ads and Boost Your Sales with This Full Course
- Create a Magnetic Offer that Wows Customers
- Unveiling Draymond Green's Mysterious Actions
- Boost Your Online Advertising: Google Search Ads vs. Native Ads
- Boost Your Business with Facebook Native Ads
- Effective Strategies for Selling Online Courses Without a Following
- Targeting a Small Radius? Learn the Expert's Guide to Facebook Ads
- Unlocking the Secrets to Facebook Ad Success
- Unlock Facebook Ads Profitability with My New Scale Technique