Article

Janine Pares
Janine Pares 15 November 2016

3 Ways to Improve Your Native Advertising Campaigns

The world of advertising is shifting to ads that have the same look and sentiment as the content a user is already consuming, marketing messages that seamlessly blend in with the user experience so they're less invasive and are more likely to be consumed and enjoyed.

Think of a sponsored blog post about summer fashion tips that lives on a popular style website, or an Instagram ad whose photo is similar enough in content to the rest of the user's feed which they are likely to interact with it.

According to Business Insider, by 2021, native advertising share will grow a whopping 18 percent from today in the U.S. Globally, The Sydney Morning Herald reports 62 percent of publishers use native advertising, and41 percent of brands currently use it. The time is now to define your brand's native advertising strategy. From hosting native advertising on your own website to purchasing ad space for your content on like-minded channels, here are three best practices to keep in mind.

1. Prioritise Quality and Relevance

While native ads should be clearly labeled as “sponsored,” “promoted,” or “advertisement,” etc., so they are not penalised for appearing deceptive by organisations such as the Australian Competition & Consumer Commission, according to Consumer Affairs, even advertising-averse users will appreciate high-quality content introduced to them through the sites they are already using. Someone on holiday in Tasmania for the first time will appreciate the paid Google AdWords search results that pop up displaying restaurants nearby, while online shoppers might find their new favourite product while perusing promoted listings in a digital marketplace.

The key is for the host site to be selective in choosing the quality of the native advertisers and content of advertisements they feature. Brands who are purchasing native advertising space should write copy and feature images with the target audience in mind, to make their ad more relevant and more likely to be clicked on.

2. Feature Content with Search Engines in Mind

Just like regularly hosted content, native advertising content can be recognised by search engines, resulting in more clicks for both the host and the advertising publisher. This means headlines and descriptions should be carefully crafted and include meaningful keywords to the brand.

Besides optimising native advertising content with the best copy for search engines, it is vital to make sure the site the native advertising content is hosted on is also optimised for search. This means:

  • The content loads quickly    

  • The site is easily navigable on all devices

  • The content delivers on matching up with what it is advertising, so users are more likely to engage with it, spend more time on the page, and share the content

Working with your brand's search engine optimisation specialist while devising a native advertising strategy gives your business a boost to benefit your search results.

3. Test, Measure and Optimise

Like any digital advertising campaign, testing and analysing is crucial in order to garner the best return on investment. Variables to test in a native advertising campaign include:

  • Types of content
  • Sites content is hosted on

  • Headlines and descriptions in content copy

  • Whether working with a native advertising affiliate network or working one-on-one with other brands is better for your business

Using A/B testing methods where only slight variables are changed in each ad helps you pinpoint what's working and what's not. As you test various forms of content and avenues on which to promote it, your brand can see which partners make the most sense for your business and what type of content resonates most with your audience.

The original article first appeared here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more