We have witnessed companies’ growing trend of using native advertising in their digital marketing strategies during these last few years. Thanks to its rapid evolution and the multiple benefits it presents compared to more traditional online advertising, more and more professionals are betting on improving their results through this strategy.
Native advertising has taken on a whole new dimension. This prospect has enormous potential for digital marketers and opens up a whole host of opportunities to engage your audience even more. Still, for marketers new to native advertising, this strategy can seem daunting. That’s why first, we need to understand what native advertising is and how to promote software using native ads.
What is native advertising?
Native advertising is a form of advertising in which the ad matches the content’s format and context. Unlike traditional online advertising, native advertising allows us to capture the users’ attention without perceiving it to give our brand greater visibility and generate engagement in a less intrusive and more natural way.
What types of native advertising are there?
We can classify native advertising ads into two main types:
Closed native ads:
It is the advertising that publishes within the limits and requirements of a particular platform, such as, for example, Facebook, Twitter, thus limiting its reach.
Open native ads:
In this case, it is the brand itself that advertises its content through any platform that allows adding native ads.
Within these two types, we can distinguish between multiple ad formats. These are the most used:
Paid Search Ads:
These include ads embedded in Google, Bing, Yahoo results, etc.
These are sponsor links on Facebook, Twitter, etc.
Ads embedded in content:
These are ads embedded within the publisher where it is published.
It is content that is recommended based on the content the user is reading.
The promotion of various products related to your search on Amazon, Etsy, Google, etc.
Why should you use native advertising?
The advantages that native advertising brings are many and very powerful, and they benefit both the end consumer and the brands and media where it is published. Therefore, it is not surprising how successful they are. Of all the possible benefits, these are the ones that seem most important to us:
- It offers a more excellent user experience, fighting the fatigue and rejection of many conventional advertising users. For ethical reasons, it is necessary to show that it is a promoted content. Still, we will ensure that users do not perceive it as intrusive by adapting it to the editorial medium in which the promotion publish. In this way, users will perceive the promotion as valuable content and will respond to it in a much more positive way.
- It allows you to reach the audience in a fluid and less intrusive way. Unlike traditional advertising, where the audience is often interrupted with content that they have not chosen to consume, native advertising allows us to offer an active position to the user, showing them valuable content related to their current search.
- It is more effective and generates greater engagement. According to recent studies, being more personalized advertising than traditional, native advertising can achieve 53% more views than display ads and increase purchase intent by up to 18%.
- It allows you to escape from ad blockers in a highly saturated advertising market, where more and more users are installing them to avoid negative browsing experiences.
Tips and tricks for effective native advertising
If I have convinced you and you think it is time to add native advertising to your strategy, here are some tips so that you can put it into practice and achieve success with your campaigns without making any mistakes:
1. Prepare non-intrusive content.
It is not about promoting your brand but about attacking the top of the funnel with quality content that educates the user or helps them discover a problem that you can solve.
2. Offer valuable content and leave them wanting more.
To ensure a good user experience, you need to be directed to a page with content when you click on the native ads.
Since what we are interested in is that you leave us your data to advance in the funnel, offer you valuable but incomplete content to leave you wanting to know more. For example, imagine that your ad has the headline “What is the first step to increasing the ROI of my advertising campaigns?”
Offer them information about this first step, but don’t forget to ask for their email so they can discover the rest of the stages.
3. Identify and define your buyer persona.
It is a crucial step for your campaigns to be effective. It is vital to know your primary audience, segment the campaigns correctly, and create the right message and guide it to solve your target audience’s specific problems and needs.
At this stage, you will also have to identify which media or channels your buyer persona uses to consume information and how they do it. For example, a teenager consumes information more visually and quickly, using Twitter and Instagram platforms.
On the other hand, a business director is used to consulting more technical information, such as economic data or current news, on different platforms, such as LinkedIn or financial blogs.
4. Define the formats and the channel you are going to use.
The product or service you advertise must be related to the website’s content on which it will promote. For example, if you offer YouTube converter software, post your ad on software websites.
The idea is that you manage to integrate the ads with the rest of the page at the level of behavior, form, and content. If you opt for the video format to make your ad native, remove logos or brand elements to avoid direct association with advertising.
Secondly, if you like to promote content integrated into a website effectively, write headlines that resemble those of a news story to align it with the platform’s context.
It is not surprising that native advertising is in total growth considering its great potential to reach users in a fluid, non-intrusive, and highly engaging way.
My main tricks to getting the most out of this type of campaign and achieve the expected objectives are, above all, to spend the time it takes to identify your buyer persona very well, know what their needs and problems are, and try to help quality content.
Content must be created in the appropriate format or formats, adding value to the user and educating them for the purchase. Another critical issue is that it leaves you wanting to continue receiving more information through your email.
Of course, all this previous work will be of little use if you do not carry out a good analysis of the possible digital media to place your ads and select the ones that best suit your proposals.