What Is Native Advertising And How Does It Work?

What is Native advertising? It is literally around you and combines advertising with content. Today, every business despite vertical and size determined to reach out to its target audience relies on this paid advertising format for desirable results with native advertising platforms.  It is available in many formats and you are regularly exposed to some form of native advertising through social media and search engines. In this blog, you will thoroughly understand how Native advertising works in detail, let’s get started. 

What is native advertising? 

What is native advertising? The question itself is interesting. It is a form of communication for brands, products or services to promote and engage audiences in a way that no other types of digital marketing campaigns could be using native advertising platforms. It seamlessly blends into the website or platform they are hosted in and appears to be organic content in nature. 

Besides, it is more of a partnership than a pure ad. There is no doubt the ad format is hitting every business and its growth will be afar for the coming years; as it has become an important part of revenue for the business who publish it. One of the common native advertising examples will be your LinkedIn feed with sponsored ads. 

What is native vs traditional ads?

Native ads are targeted contextually just like PPC ads but along with the platform or website which consumers already interacting with. Paid ads are displayed on your websites, google and social media to get a reach of a defined target audience.

Native advertising opportunities

Appearing in different shapes and sizes, native ads exist on social and search sites as a form of paid advertising where the ad bouts the form and function of the media content in which it appears. Many types of native advertising exist online and the following are the best native advertising opportunities for businesses as per marketers:

• Programmatic buying 

Native ads work wonders if you include them using programmatic buying. Using artificial intelligence, ads are placed to lure customers to take action. You need to have a crisp understanding of the software you have selected to get the desired results in time. 

• In-feed units 

All kinds of sponsored native ads come under when you read recommended content on a site or surf on your social media feed.

• Paid search native ads

Paid search native ads are quite similar to PPC but displayed for organic search results when a prospect searches for an item. They appear as ads to the searcher before organic results on the page. 

• Ads with native elements

Ads with native elements combine content and visuals just like a PPC but it will be based on the user’s action or context.

• Custom native ads

How native advertising work using custom ads? Here, you the publisher have full freedom to develop the format of your native ads to fit the website or social media. 

By integrating these ads into your business marketing, the benefits of native advertising can be relished with its fruits.

The benefits of native advertising 

In general, we conclude the benefits of native advertising brand engagement and brand awareness. 

• A high chance to increase revenue for the business running the ads
• It is mobile-optimised and helps get leads
• Higher engagement for existing content through retargeting
• Look like natural ads rather than sponsored ads for the reader
• Craft bespoke content as per the platform of native advertisement 
• High reach due to ad blockers
• Lower omission of ads because of the blending of ads with the platform chosen

Native advertising examples

• Linkedin Feed ads
• Sponsored ads on online newspapers
• Your website
• Google SERP pages
• Google search results
• Recommended content

Native advertising strategy 

• Goals of your native ads

A native advertising strategy has a pre-determined goal. The easier distribution of the native ads makes it a leading option for brands and campaigns. Engagement brand awareness and interaction are the main goals you can set for ad campaigns.

• Set KPIs

Setting the right KPIs shows you how native advertising works beyond our execution. Campaign views, campaign interaction and social engagement are KPIs that you can think of.

• The  content of the ad

Before publishing a native ad, you can learn more about consumer behavior with some kind of analytics and use it for content creation; look for ways to write crisp ad copy to attract their attention. 

• Select the best native ad format

As we have seen, there are many kinds of native advertisements available to choose from depending on the products, services and niche. For example, if you are selling a visually aesthetic product, go for In-feed ads, they are ads that go with social feeds and content pieces or sponsored content. 

• Create ads

When you create an ad, use high-quality images or visuals to accompany your key message engagingly. The only thing is to make sure the message is apt to the user who will read and concisely. 

• Make your ad posting organic

Organic publishing is though every native ad is highly curated and sponsored, post it as an organic one towards your organic traffic whether it is email marketing or social media. You can see if this kind of publishing works for your business by looking for certain metrics like engagement or new followers. 

• Measure results using tools

Whatever advertisement you run on the internet, you need to measure its effectiveness using analytics. Look for specific parameters such as type of engagement, brand equity, total number of conversions and others. 

• Optimize and retarget

Testing and optimizing your ads based on measured results is a necessity to get the desired results. By following the best practices, you can understand how variables perform and the changes that need to be made. You have already created an ad and retargeting is effective to get the most out of the publishing. If a person is engaging with your audience, elevate their interest with retargeting.

Winding up

Native advertising will continue to evolve and grow. Now is the time to leverage them to engage with your audience and grow your business. A digital marketing service provider in Dubai is the perfect choice when it comes to professional expertise. They already helped several businesses to outperform using effective native advertising campaigns.