A Guide On How To Run A Native Advertising Campaign Successfully
Each and every minute of the day, Authors publish 1,400 new posts, Facebook users share 2,460,000 new contents, and Twitter users tweet 277,000 times. Enough to make your eyes shine over, isn’t it?
Internet users are relentlessly advertising content, and in order for it to be seen, it not only has to cut through the noise—it also has to get in front of the right people. For this reason, more and more people are searching for new and effective delivery channels to get the right eyes on their content—channels such as native advertising.
The question shifts to: how do I run a “victorious” native advertising campaign? No need to bother, we’re here to support your back. In this blog post, we describe five essential actions to ensure that your campaign goes off without any difficulty.
1. Know Your Audience
You wouldn’t leave your house before putting your clothes on, would you? Well, this thing goes for the audiences and native advertisement campaigns. Understanding who your audience is and what their catch points are is essential for success.
It’s a fact that branded content is most beneficial when it targets particular audiences and that content writer should always have an audience in mind when creating the content. The same thing goes when advertisers are initiating their native advertising campaigns. Basically, if you are thinking about running a native advertisement campaign, you need to figure out who your audience is.
2. Create Compelling Content
It’s not a secret that native advertising is most powerful when it’s used to push branded content—i.e. when a native ad clicks-through to content as-as opposed to a sales-y landing page. Why is this true? Well, it has to do with a fundamental premise behind native advertising: that by reaching audiences when they’re in a content consumption mode, brands are more likely to grasp user’s recognition and attract them to read their content.
3. Set Your Goals
As with any type of advertising, the best way to measure effectiveness is through observing key things—click-through rate (CTR), cost-per-mille (CPM), etc. And which things you wish to monitor mainly depends on your overall business aims:
Brand Awareness: If you’re looking to exhibit your brand to as many people as possible, try a CPM bidding approach. It will focus on producing as many impressions as possible, and assuring that your brand’s message gets in front of your audience. With a CPM bid, you have the choice to optimize towards a CPC goal.
Drive Traffic: If you’re trying to drive traffic to your website, a CPC bidding procedure may be most useful as it drives more clicks to your site.
Engagement: If your goal is to gain user recognition (engagement), CPE is the bidding tactics that we recommend. It goes best with engaging content such as blogs or videos.
4. Build A “Killer” Native Advertisement
What constitutes a “good” native ad? It’s a question we hear a lot and sadly it’s one there’s really no easy answer to. Every brand, every campaign and every audience is diverse, which means there’s no set of rules for creating a successful native advertisement campaign.
Don’t Be Overly Promotional
While it might not sound good to not to be promotional in your native campaign, it’s a fact that users are also responsive to native ads that look to offer valuable content. In other words, if your native ad shows like a press release or television commercial, you’re doing it adverse manner.
Instead of thinking fundamentally about how your ad is going to drive sales, think about how this part of the content is going to satisfy the needs of your audience. How will it contribute value and educate your browsers? Will it help to notify them and leave them feeling to click for more information? How can you use this to produce more leads?
Use Engaging Images
Images and videos have become an important part of our daily browsing activity, so why not leverage the strength of visuals to boost your campaign? Visuals noticeably increase user engagement—especially on mobile where the screen is small. Here are a few things to follow while choosing an image:
6. Expand Your Targeting
You apparently already know who your core audience is. However, consider who you’re actually targeting. Your product might sell well for white men in the 18–34 age range who are engaged in fitness and sports, but that’s also just a basic, common personality that doesn’t really get at the character behind the demographic. Instead, use channels targeting capabilities to test new target audiences. New target audiences mean extended reach for you and your brand.
7. Broaden Your Demographic
This goes hand in hand with increasing targeting. When you start considering growing your demographic, consider who is using your goods and how they’re using it. Your “white males in the 18–34 age range who are interested in fitness and sports” audience might be running for you, which is great! But also consider how other demographics might use your product — many women, student-athletes, and seniors who are engaged in their communities might also enjoy the product at hand. Take some time to find out who is buying your merchandise and how they’re using, which will allow you to expand your demographics and advertise to a wider audience.
While starting on native can be upsetting at first, it becomes easier when you take actions to figure out what is working for both you and your campaigns.