What is native ads and how to plan a native ad campaign – WAU
When it comes to opening or maintaining a business on the internet, we immediately think of the great advantages that this can bring. The reach of the actions is enormous, and the costs of operation and maintenance are much lower when compared to those of a physical store. However, don’t confuse this easily! Disclosure of the business must be […]
When it comes to opening or maintaining a business on the internet, we immediately think of the great advantages that this can bring.
The reach of the actions is enormous, and the costs of operation and maintenance are much lower when compared to those of a physical store.
However, don’t confuse this easily!
Disclosure of the business must be very well planned to reach the right people, increasing brand awareness and becoming a reference.
For this, different actions are possible, such as content marketing, use of social networks, offline marketing or sponsored ads on different platforms.
Typically, ads are linked to Google AdWords or on social media, such as Facebook Ads.
However, we must think that sales have become consultative and consumers seek relevant knowledge to support their decisions.
In this sense, we must know the concept of native ads.
Therefore, we created this complete and super informative post.
We’ll show you what this technique is, the differences for other types of ads, how to use it, the importance and even the tools for creation.
What is native ads?
Even if you don’t know it yet, you’ve probably been impacted by a native ad, also known as a native ad.
Think of a time when you were surfing the internet, reading some content and, at the end of it, came across new material, complementing what you just read.
So, you clicked and left for another reading.
If you have had this experience, congratulations! You know what a native advertising campaign is.
These ads are based on knowledge relevant to the user.
They are usually placed on news sites, blogs or in the social media feed.
Imagine that you are preparing for a great holiday trip with your family.
He is looking for the best destination, but he has already defined that he does not give up a place with a beach.
Then, to find the best options, start searching for recommendations on the internet.
You find a travel blog, with tips on places, showing the differentials of each city.
Reading is very interesting and you are asking big questions.
Then, when you reach the end of the content, you see a call with the following title: “The 6 main hotels on the beaches of the Northeast”.
Ready! You found what you needed and just clicked on the ad.
Were you able to understand the essence of this strategy?
Certainly this example ad was created by a company that has hotels in the region and that managed to attract a possible guest in a light and very pleasant way, offering a good experience.
What is the difference between native ads and other online ad formats?
Native ads, despite being an ad, have big differences for campaigns created on Google AdWords, for example.
We are not saying that one is better than the other. Nothing like that!
Both strategies can (and should!) Be used together, but it is necessary to understand the characteristics and limitations of each one.
With ads on the search network, for example, a company can select keywords of interest and relate to their pages.
Then, when a user uses the Google search field, their ads will be shown, attracting a large flow of people.
With display ads, targeting becomes a strong point.
You can select the characteristics of your audience, better targeting campaigns.
To give you an idea, according to data from Google itself, 90% of internet users worldwide are impacted by ads on the display network.
However, the big difference between these options for the native advertising campaign is the timing and form of exposure of these ads.
With native ads, materials are introduced in a subtle way, attracting visitors through content at the right time.
This form of brand exposure generates a better experience for consumers as it is not an invasive marketing.
In addition, the brand gains credibility when it demonstrates that it has all the knowledge necessary to meet the demands.
How to plan a native advertising campaign?
Now that you know what native ads are and how they work, let’s show you how to plan and execute this campaign:
Define your audience
For native ads – as well as for other branding strategies – it is essential that you have full knowledge about your audience.
The information should be used to plan everything within the ad, from the language to the subject matter.
To do this, find out who are the potential interested in your company’s products or services and if there are characteristics in common, such as:
- age group;
- geographic location;
- education level; and
Also, know the problems faced and the objectives.
The creation of a persona, who is the embodiment of your ideal client, is highly recommended so that each investment presents a better return.
Address issues relevant to users
What does your audience want to know?
It is necessary to know the information that is really relevant for them, that makes them solve problems and seek success.
From that, your content will be generated.
You can create the best content possible, with a good structure, strategic use of keywords and very interesting images.
But if it doesn’t solve someone’s problem, the result of using it will be frustrating.
So that this does not happen, do research, seek to know the most interesting subjects to be treated and how they can fit into the hosting pages, serving as a complement to the content.
Know the communication channels used
As we have already said, the native advertising campaign can be positioned on different channels, such as news sites, blogs or on social networks.
In order for you to really be able to attract the right people to your brand, you must know the sources used by the targets in the search for information and thus create the ads on the right platforms.
How important is this strategy?
Now, let’s show you some of the advantages and importance of exploring native ads:
Generates a pleasant consumer experience
Perhaps, the main characteristic of this type of ad is the good experience it generates for the user.
It is not a simple price promotion or product demonstration.
You are investing in sharing relevant information, that is, knowledge!
The user does not feel obliged to view a product or even buy it.
He can simply check the advertised content and close the page, if he wants to.
Attracts new visitors to your website or blog
The native advertising campaign is able to generate visitors who until then did not know the brand, and this makes it possible to generate new customers.
Native ads can also be created using audience segmentation, which makes the strategy even more efficient.
After all, you direct your investment to whoever may become a customer.
High acceptance rate
The user is already engaged in the content of the page.
The difference is that he will access complementary material.
This makes the acceptance of the campaign higher than in other cases.
What tools should be used?
We’ve already seen a lot of information about native ads, haven’t we?
But which tool should be used to create this campaign?
We will show two among the main ones. Follow:
Outbrain is a great tool to create native advertising campaigns, mainly due to its wide reach.
The platform works with numerous brands to host the ads, which guarantees a great flow of visitors very quickly.
In addition, to ensure the relevance of the content within the pages, the platform has a synergy analysis system to choose the most interesting channels for each case.
Taboola is an affiliate program that allows blogs or websites to create a way to monetize their space.
He is able to place the created ad content within these pages.
But what makes this tool a reference in native ads?
Your power to place the right advertising on the most relevant pages.
After registering, the platform will search for the pages that are most relevant to your subject, directing the content.
Thus, when someone clicks on the material, they will be directed to your website.
The increase in the flow of visitors is very representative and can generate great sales.
As we saw in our post, native ads are a very important strategy for the promotion of a brand.
This technique allows to generate a great experience to the user, taking a considerable flow of visitors to the website or blog.
It is important to think that we are living in the era of experience and that the public is increasingly demanding.
Therefore, companies need to invest in knowledge, creating the best materials and targeting users at the right time.
The native advertising campaign works exactly with content marketing.
Ads have a high acceptance and can generate great results.
Now that you know the power of native ads, check out 28 content marketing metrics to track in your company and evaluate the effectiveness of your strategies!