Native ads are the new big thing in advertising. They get around the growing menace that ad blockers represent, and they attract more audience members because they don’t look like ads. They look like the other editorial content on the page.
Though native ads tend to convert better than traditional banner ads since they engage readers more and provide more opportunity for persuasion, native ads are not successful just on their own formatting. You have to put work in to create the right content to get the best conversion rates and the maximum return on your investment.
Here are some tips for how you create better converting native ads to maximize your profits:
Think from Your Audience’s Point of View
If your native ads are going to connect with your audience, you have to think beyond your own marketing goals. You have to think about your content the way your audience will look at it.
To start, that means using the keywords that your audience will be using to find your native ads. But you have to strike the right balance so that you aren’t stuffing the content with keywords and forgetting about the context.
You should also frame your message in terms that will be important to your customers. You should talk about problems that are particular to your target audience, and you should find ways to connect your message to their lives in other ways, such as by inciting emotion.
Write in the language that your audience uses. Don’t write in the stilted and formal tone of most marketing materials.
Be Mindful of Length
You can write native ads of any length, whether it is 140 characters for Twitter or 500 words for a blog post.
The length itself is not important, but how you write the content to suit that length is of paramount importance.
Write with the length in mind. Know what you want to convey, and make sure you take advantage of every character and every word to convey that message.
If you have a small amount of space, distill your message to its most essential elements. If you have more space, don’t get lazy with the writing. Make every word and every line count so that you are able to make more impact with the additional space.
By writing with length in mind, you make sure that every element of your ad is effective.
Be Conscientious When Choosing Images
Images, graphics and even the colors used for fonts and other elements are very important tools for engaging your audience with your ad or your native content.
But native ads have a specific design that is meant to mimic the editorial environment. In order for them to work, the images and other visual elements have to be chosen with the site in mind.
You must choose conscientiously to ensure that your native ads actually look like they are part of the native environment. Otherwise, the ads will stand out and will look like – well, ads.
Choose the Right Location
Native ads are successful because they are featured not only on the right site, but also in the right location on the site.
You must find the right spot on the page for your native ad to appear part of the editorial environment while also attracting the attention of your audience.
Determining the right location is part art and part science. You can evaluate certain objective properties, like where content is placed on the site, but some of the determination will come from what you understand about your audience and how they are likely to respond to the content on the page.
Choose the Right Tools
Fortunately, you don’t have to do all of these things on your own. Using the right placement tools can help you get more from your native ads.
Some tool is an advanced native advertising placement tool that looks at user-intent signals to determine what ads to show, where to show them, and when to show them. In-Feed turns extensive amounts of user data into actionable insights to the right ads are shown to the right users at the right time.
The predictive technology that powers In-Feed determines where to show native ads, both on the page and on the right site. It looks at things like the device and the browser being used, the language and location of the user, and the interests of the user to determine the right match between ad and user.
By using In-Feed, you can automate your native advertising program so that you reach the right audience members and get more sales and leads. You don’t have to spend the time and money to perform the research yourself. You can trust the advanced intelligence you get from In-Feed and enjoy the results from matching the right ads with the right users.