When it comes to starting or running a business on the internet, we soon think of the great advantages it can bring. The range of actions is huge, and the operation and maintenance costs are much lower compared to a physical store.
The disclosure of the business should be well planned to meet 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 social media, such as Facebook Ads. But we must think that sales have become consultative and consumers are looking for relevant knowledge to inform their decisions.
In this sense, we must know the concept of native ads. That’s why 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 them, the importance, and the tools for authoring.
What are 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 some time 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 one more 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. Typically, they are placed on news sites, blogs, or social media feed.
Imagine you are preparing for a great holiday trip with your family. You are looking for the best destination, but have already defined that you do not give up a place with a beach. So, to find the best options, start searching for recommendations on the internet. You will find a travel blog, with place tips, showing the differences between each city. The 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 in the Northeast beaches. You found what you needed and just clicked on the ad. Could you understand the essence of this strategy? Certainly, this example ad was created by a company that has hotels in the area and was able to attract a potential 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, although they are an ad, have big differences for campaigns created in AdWords, for example. We are not saying that one is better than the other.
Both strategies can (and should!) Be used together, but one must understand the characteristics and limitations of each. With search ads, for example, clothing manufacturers or business can select keywords of interest and relate to its pages. So when a user uses Google’s search field, their ads will show, attracting a large flow of people. With display ads, targeting becomes a strong point.
You can select the characteristics of your audience, targeting campaigns better. To give you an idea, according to Google’s data, 90% of internet users worldwide are impacted by ads on the display network.
However, the major difference in these options for the native advertising campaign is the timing and manner of exposure to these ads. With native ads, materials are introduced subtly, attracting viewers through content at the right time.
This form of brand exposure creates a better consumer experience because it is not invasive marketing. In addition, the brand gains credibility when it demonstrates that it has all the necessary knowledge 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 run this campaign:
Define Your Audience
For native ads – as well as other brand outreach strategies – it is critical that you have full knowledge of your audience. The information should be used to plan everything within the ad, from language to subject matter.
To do this, know who are the potential interested in your company’s products or services and if there are common features, such as:
- Age range;
- Geographic location;
- Educational level; and
Know also the problems faced and the objectives. Creating a persona, which is the embodiment of your ideal client, is highly recommended for each investment to deliver the best return.
Address Issues Relevant To Users
What does your audience want to know? You need to know the information that is relevant to them, that makes them solve problems and seek success. From this, your content will be generated.
You can create the best content possible, with good structure, strategic use of keywords and very interesting images. But if it doesn’t solve someone’s problem, the result will be frustrating. So that doesn’t happen, do research, look for the most interesting subjects to be addressed and how they can fit into the hosting pages, serving as a complement to the content.
Know the Communication Channels Used
As we talked about, the native advertising campaign can be placed on different channels, such as news sites, blogs or social networks. In order for you to be able to attract the right people to your brand, you need to know the sources used by the targets when searching for information and thus create the ads on the right platforms.
What is the Importance of This Strategy?
Now, let’s take a look at the advantages and importance of exploring native ads:
- Generates a pleasant customer experience
- Perhaps the main feature of this type of ad is the good experience it generates to the user
- It is not a simple price promotion or product demonstration
- You are investing in sharing relevant information, ie 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 wishes
Attract New Visitors to Your Site or Blog
The native advertising campaign is capable of generating visitors who previously did not know the brand, and this makes it possible to generate new customers.
Native clothing manufacturers ads can also be created using audience segmentation, and this makes the strategy even more efficient. After all, you direct your investment to who might be a customer.
What Tools Should Be Used?
We’ve 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 of the main ones. Follow:
The Outbrain is a great tool for creating native advertising campaigns, especially by reaching. The platform works with numerous brands to host the ads, which ensures a great flow of visitors very quickly.
In addition, to ensure the relevance of content within pages, the platform has a synergy analysis system to choose the most interesting channels for each case.
The Taboola is an affiliate program that allows blogs or websites to create a way to monetize their spaces. It can place within these pages the contents of created advertisements. But what makes this tool a reference in native ads?
Your power to put 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 contents. That way, when someone clicks on the material, they will be directed to your site. The increased flow of visitors is very representative and can generate great sales.