Back to blog

How to use native advertising for growth

November 17, 2023 | Jimit Mehta

Native advertising has become a buzzword in the marketing industry, and for good reason. It's an effective way to reach your target audience without disrupting their browsing experience. In a world where consumers are constantly bombarded with ads, native advertising offers a refreshing alternative that blends seamlessly into the content they're already consuming. But how can you use native advertising to drive growth for your business? In this article, we'll dive into the world of native advertising, explore the benefits it offers, and provide practical tips on how to use it to fuel your business growth. So if you're ready to take your marketing strategy to the next level, grab a cup of coffee and let's get started!

Understanding what native advertising is

When it comes to marketing, native advertising is a concept that's been gaining traction in recent years. But what exactly is native advertising, and how does it differ from traditional advertising? Simply put, native advertising is a type of advertising that blends in with the content around it, making it less obtrusive and more engaging for the consumer.

It's designed to look and feel like a natural part of the platform or website it appears on, without disrupting the user experience. Examples of native ads include sponsored content, promoted social media posts, and recommended articles. By understanding what native advertising is and how it works, you can start to explore the benefits it can bring to your marketing strategy and how to make it work for your business.

Personalize every website interaction
Try for free

Benefits of native advertising for businesses

Native advertising has become an increasingly popular choice for businesses looking to promote their products and services. There are several benefits that make it an attractive option. First and foremost, native ads are less disruptive and intrusive than traditional banner ads or pop-ups, making them more likely to be viewed and engaged with by consumers. They also tend to be more effective at building brand awareness and trust, as they are seamlessly integrated into the content that the user is already interested in. Another benefit of native advertising is its ability to target specific audiences with relevant content, which can lead to higher conversion rates and a better return on investment. Native ads can also be more cost-effective than other forms of advertising, as they can be created and distributed quickly and efficiently. Overall, native advertising can be a powerful tool for businesses looking to boost their visibility, reach new audiences, and achieve growth.

Different types of native advertising formats

Native advertising comes in many different formats, each with its own unique characteristics and advantages. Here are some of the most common types of native advertising formats:

  1. In-feed ads: These are ads that appear within the content feed of a website or social media platform. They are designed to look and feel like regular content, making them less intrusive and more engaging.

  2. Sponsored content: This is content that is created by a brand and promoted on a third-party website or publication. It can take the form of articles, videos, or other types of media.

  3. Recommended content: This is a type of native ad that appears at the end of an article or piece of content, suggesting other related articles or content that the reader might be interested in.

  4. Promoted listings: These are ads that appear on e-commerce platforms, such as Amazon or Etsy, and are designed to promote specific products or services.

  5. In-Ad with Native Elements: These are ads that contain elements that look and feel like the website they're being displayed on, such as an interactive quiz or an embedded video.

By understanding the different types of native advertising formats, you can choose the ones that are most relevant to your business goals and audience, and create content that fits seamlessly into the platform or website where it will be displayed.

Identifying your target audience for native advertising

One of the keys to a successful native advertising campaign is identifying your target audience. Unlike traditional forms of advertising, native advertising allows you to reach specific demographics and interests in a more natural and engaging way. To identify your target audience, you first need to understand your ideal customer profile. This can be done by looking at factors such as age, gender, income, education, and lifestyle habits. You should also consider the type of content that your audience is interested in, as this will help you create native ads that resonate with them.

Another important aspect of identifying your target audience is determining where they spend their time online. Are they more likely to be active on social media, or do they prefer to read industry-specific blogs or news websites? Once you've identified the platforms and channels that your target audience is most likely to engage with, you can start to create native ads that are tailored to their interests and needs.

By taking the time to identify your target audience for native advertising, you can ensure that your ads are seen by the right people, in the right place, at the right time. This can lead to higher engagement rates, better conversion rates, and ultimately, increased growth for your business.

Setting goals and KPIs for your native advertising campaign

Setting clear goals and KPIs (key performance indicators) is an essential part of any marketing campaign, and native advertising is no exception. Before launching a native advertising campaign, it's important to define what you want to achieve and how you will measure your success. Here are some steps to help you set goals and KPIs for your native advertising campaign:

  1. Identify your primary objective: Are you looking to drive traffic to your website, increase sales, or build brand awareness? Defining your main goal will help you focus your efforts and measure your success.

  2. Set specific KPIs: Once you've identified your primary objective, you can set specific KPIs to track your progress. For example, if your goal is to increase website traffic, your KPIs might include metrics such as page views, click-through rates, and time on site.

  3. Determine your target numbers: To make your goals and KPIs measurable, you need to establish target numbers for each metric. These numbers should be realistic and achievable, based on your past performance and industry benchmarks.

  4. Track and analyze your results: As your native advertising campaign progresses, it's important to track and analyze your results regularly. This will help you identify what's working and what's not, so you can adjust your strategy as needed.

By setting clear goals and KPIs for your native advertising campaign, you can stay focused on your objectives and measure your success along the way. This will help you optimize your campaign for better performance, and ultimately achieve the growth you're looking for.

Creating effective native ad content

Creating effective native ad content is a crucial part of any native advertising campaign. Unlike traditional advertising, native ads are designed to blend in seamlessly with the content that surrounds them, making it important to create content that is both engaging and relevant to your target audience. Here are some tips for creating effective native ad content:

  1. Understand your audience: The first step in creating effective native ad content is to understand your target audience. What are their interests, pain points, and goals? By knowing your audience, you can create content that speaks directly to their needs and interests.

  2. Make it visually appealing: Native ads that are visually appealing are more likely to grab the attention of your audience. Use high-quality images, videos, and graphics to make your ad stand out.

  3. Be transparent: While native ads are designed to blend in with the content around them, it's important to be transparent about the fact that they are ads. Make sure to clearly label your native ads as sponsored content.

  4. Offer value: Your native ad should offer value to your audience. This could be in the form of educational content, helpful tips, or a special offer.

  5. Test and refine: Once you've created your native ad, it's important to test and refine it to ensure that it's performing as expected. Use A/B testing to compare different versions of your ad and make adjustments as needed.

By following these tips, you can create native ad content that is both effective and engaging, and helps you achieve your marketing goals.

Choosing the right channels for your native ads

Choosing the right channels for your native ads is an important part of any native advertising campaign. With so many different platforms and channels available, it can be overwhelming to decide which ones are the best fit for your business. Here are some factors to consider when choosing the right channels for your native ads:

  1. Audience demographics: Different channels attract different demographics. For example, if your target audience is primarily millennials, you may want to focus your efforts on social media platforms like Instagram or Snapchat.

  2. Content type: Consider the type of content that your target audience engages with most. If your audience is more likely to read news articles, then news sites may be a good choice for your native ads.

  3. Ad format: Different channels offer different ad formats. For example, social media platforms offer sponsored posts and stories, while news sites offer in-feed ads or sponsored content. Consider which ad format is most suitable for your goals and the type of content you are promoting.

  4. Budget: Different channels have different costs associated with running native ads. Consider your budget when deciding which channels to focus on. Some channels may offer a better return on investment for your business than others.

  5. Industry relevance: Consider which channels are most relevant to your industry. If you're in the fashion industry, for example, fashion blogs and lifestyle websites may be a good choice for your native ads.

By taking the time to carefully evaluate different channels and platforms, you can choose the ones that are most likely to help you reach your target audience and achieve your marketing goals. This will help you optimize your native advertising campaign for better performance, and ultimately drive growth for your business.

Measuring the success of your native advertising campaign

Measuring the success of your native advertising campaign is critical to understanding how well your campaign is performing and whether it's meeting your business goals. Here are some important metrics to track:

  1. CTR: The click-through rate measures the number of clicks on your ad divided by the number of impressions it receives. This metric can help you understand how well your ad is resonating with your audience.

  2. Engagement rate: The engagement rate measures the number of likes, shares, comments, and other interactions your ad receives. A high engagement rate can indicate that your ad is resonating with your audience and generating interest.

  3. Conversion rate: The conversion rate measures the number of people who take a desired action after clicking on your ad, such as making a purchase or filling out a form. This metric can help you understand how effective your ad is at driving conversions.

  4. ROI: The return on investment measures the financial return you receive from your advertising spend. By tracking your ad spend and revenue generated from your native advertising campaign, you can calculate your ROI and determine whether your campaign is profitable.

  5. Brand awareness: Native ads can also help increase brand awareness. By tracking metrics like social media mentions and brand searches, you can measure the impact your native advertising campaign is having on your brand.

By tracking these metrics and analyzing your data, you can make informed decisions about your native advertising campaign, optimize your performance, and ultimately drive growth for your business. It's important to set specific goals and KPIs before you start your campaign, so that you can measure your success and make adjustments as needed.

Optimizing your native ads for better performance

Optimizing your native ads is a crucial part of running a successful native advertising campaign. By continually refining your ad content and targeting, you can improve your performance and drive better results. Here are some strategies for optimizing your native ads:

  1. A/B testing: A/B testing involves creating multiple versions of your ad and testing them against each other to see which performs better. You can test different headlines, images, ad copy, and calls-to-action to determine which elements resonate best with your audience.

  2. Targeting: Refining your targeting parameters can help you reach a more relevant audience and improve your campaign's performance. Consider testing different audience segments to see which ones respond best to your ad content.

  3. Ad placement: Where your ads are placed can have a big impact on their performance. Testing different ad placements, such as above-the-fold versus below-the-fold, can help you determine the best placement for your content.

  4. Content format: Different types of content may perform better for your audience. Consider testing different formats, such as listicles, how-to guides, or video content to see which type of content resonates best with your target audience.

  5. Frequency capping: Overexposure to ads can lead to ad fatigue and decreased engagement. By implementing frequency capping, you can limit the number of times an individual sees your ad within a given time frame, improving engagement and reducing ad fatigue.

By continually refining and optimizing your native ads, you can improve your campaign's performance, drive better results, and ultimately achieve your marketing goals. It's important to track your KPIs and adjust your campaign as needed to ensure you're getting the most out of your advertising spend.

Avoiding common mistakes in native advertising

Native advertising can be a highly effective way to promote your brand and drive growth for your business, but it's important to avoid some common mistakes that can hurt your campaign's performance. Here are some mistakes to watch out for when running your native advertising campaign:

  1. Failing to disclose that it's an ad: Native ads should always be clearly labeled as such, in compliance with industry guidelines and regulations. Failing to disclose that it's an ad can damage your brand's reputation and lead to legal issues.

  2. Not optimizing for mobile: With the majority of internet traffic coming from mobile devices, it's crucial that your native ads are optimized for mobile viewing. Failing to do so can result in poor engagement and missed opportunities.

  3. Overemphasizing sales: While it's natural to want your ads to drive conversions, native advertising should not be focused solely on direct sales. By prioritizing valuable content and establishing a connection with your audience, you can build trust and brand loyalty that will drive long-term growth.

  4. Ignoring your target audience: Native advertising is only effective if it's reaching the right people. Be sure to invest in research and testing to determine who your target audience is, and then tailor your ad content and targeting accordingly.

  5. Ignoring data: Data analysis is key to improving the performance of your native ads. Be sure to track your KPIs and adjust your campaign as needed to maximize your return on investment.

By avoiding these common mistakes and prioritizing quality content and strategic targeting, you can run a successful native advertising campaign that drives growth for your business. Be sure to invest in ongoing testing, optimization, and data analysis to ensure that you're getting the most out of your advertising spend.

Wrapping up

Native advertising can be a powerful tool for businesses looking to drive growth and connect with their target audience. To make the most of your native advertising campaign, it's important to understand what it is, the benefits it can offer, and the different types of formats available. Identifying your target audience and setting clear goals and KPIs is also key, as is creating effective ad content and choosing the right channels for distribution. Once your campaign is up and running, it's important to continually measure and optimize your ads for better performance.

Finally, it's important to avoid common mistakes such as failing to disclose that your content is an ad or overemphasizing direct sales. By following these guidelines and prioritizing quality content and strategic targeting, businesses can run successful native advertising campaigns that drive growth and achieve their marketing goals.

Want to grow your business using personalization? Try Markettailor for free.


Related posts

The Top UTM Tagging Mistakes to Avoid

As digital marketers, we all know the importance of tracking and analyzing our campaigns to make data-driven decisions. But have you ever stopped to think about how accurate your tracking actually is? The answer to that question might surprise you.

UTM tags, those little snippets of code we add to...

Read more

The Art of UTM Tagging: A Comprehensive Guide

If you're a digital marketer, you're probably well aware of the importance of tracking the success of your campaigns. Without proper tracking, you may never know which campaigns are driving the most traffic and conversions, and which ones are falling short. Enter UTM tags, the little snippets of...

Read more