Steps for Creating the Perfect Native Ad Campaign

Today Native Advertising is a crucial part of the marketing mix. And with good reason! People view native ads 53% more than banner ads.

A higher engagement rate and measurable ROI is why companies gravitate towards this tactic. But what’s the secret to their success? Knowing how and when to use native ads to help build brand awareness. Here are steps you can take to build a successful native ad campaign:

Identify Your Audience & Delivery Platform

Who your ad is targeting and where it will be distributed go hand in hand. Not only are these details a deciding factor on where to publish your ad, but they are also critical to delivering the right creative. Consider your product/service and the type of customer you typically draw in, and who you would like to attract more of.

For example, if you’re looking to target millennials we would suggest native advertising on Facebook. According to Facebook, over 86% of impressions on the Audience Network come from native ads. Facebook also cites a report by IHS, which says that native ads deliver 60% more engagement and 3 times greater retention when compared to traditional display ads.

Develop Targeted Copy & Creative

Reach your audience with targeted messaging that speaks to their interests. Be informative and use the appropriate tone and language that is relevant to the content that your ad is paired with.

Also, consider user-generated content when developing your ads. Since social media has evolved so much in such a short time period, everyone is essentially a content creator. Your customers are your biggest advocates. If they post a photo of your product or business, share it to your accounts (with their permission of course). By sharing users’ content, you also will begin to grow trust with your audience. When they see real people in photos or see testimonials from real people, they will be more likely to engage with your content.

Make Readers Take Action

Include a clear call-to-action and drive traffic to a designated landing page that allows you to capture leads, conduct a follow-up, and boost conversion rates. The real success of any ad campaign is measured by conversions. It is crucial that you examine the entire customer journey from when they click on your ad to when they buy your product or service.

Why should they do what you’re asking them to do? Consider offering them an incentive for whatever action you’d like them to take. Your call-to-action should benefit the reader. Offer a free month of premium membership, a trial product, coupon, or a helpful PDF as a no-obligation reward for acting in response to your call-to-action.

Have you built your 2021 strategy yet? Consider utilizing Native Advertising to reach your target audiences and build brand awareness.

By Kayla, Account Executive/ Communications Specialist | January 4, 2021