Native advertising is expected to reach $52.75 billion in 2020. This year, it already accounts for more than 62 percent of all display advertising (when including in-feed units, social media ads, etc).
Native advertising refers to ads that are designed to match the form and function of the platform they are on. When many people think of “native advertising,” however, they think about native content marketing.
This includes sponsored articles or sponsored sections inserted into other articles or news reports.
Sponsored content is so effective because it avoids one of the main problems with advertising today – banner blindness. People have become accustomed to mentally block out banners and other ads when browsing the internet.
This is because people go online to view interesting content and read useful articles, not to see advertisements.
This is where sponsored native content ads come into the picture – you can provide valuable content and promote your business at the same time.
Regardless of which kind of native advertising you are focusing on, there is potential for a high return-on-investment.
However, there are several mistakes you can make which can decrease the effectiveness of your native ad campaigns.
Following are 10 common mistakes to avoid when designing a native advert.
Source – Emarketer
1. Not Using the Right Images
One of the top benefits of native advertising is the ability to capture people’s attention and avoid banner blindness. Choosing the right images and visuals for your native adverts plays a large role in this.
Using free stock images is a bad idea because everyone is using them. Even paid stock images can look fake and unreal.
Use premium photos that are realistic – they should convey emotion and talk to your audience.
2. Not Having Clear Goals
What are your goals? What do you want to get out of your native advertising campaign?
It is important to establish clear KPIs (key performance indicators) before you start any campaign. Use these indicators as a way to determine how well your campaign is performing.
For example, your goal with your native Facebook ads might be to get more people to like your Facebook page. In that case, your KPI would be how many likes you have.
Other KPIs can include impressions, clicks, leads and sales, among others.
3. Not Conducting Split Tests
Split testing is a great way to optimize your campaigns to their full potential. Without trying out different methods or techniques, you will never know whether the one you are using is the most effective.
There are many things you can split-test in your native advertising campaigns. Here are some ideas:
- The content in your adverts
- The visuals in your adverts
- How long/short your adverts are (especially with native content advertising)
- Which platform you focus on (Facebook vs Instagram, for example)
- Which publishers you use (with content advertising)
- Which services you promote
- Which audiences you are targeting
3. Not Being Relevant
Relevancy is one of the most important aspects of native advertising. The entire goal of native advertising is to blend in with the rest of the content on the platform you are advertising on.
In order for that to happen, your advert must be relevant to the rest of the page. If you are inserting a paragraph into an article, for example, you must keep your content relevant so that it flows with the rest of the article.
Do not veer off topic; this frustrates consumers.
Source – Thedrum
4. Not Being Helpful, Useful, or Providing Valuable Information
Many businesses forget the main goal of native advertising when designing their adverts. They try to transform their regular ads into a native advert, using the same language and tone.
One of the reasons people dislike native ads is that they are A: Not relevant to the content they are interested in, and B: Not useful to them.
Treat your native adverts just as you would an unpaid article on your own site. Make sure that you provide information that would be useful to your readers and that you present it in an interesting way.
A good idea is to tell a story. Storytelling is a great way to capture people’s attention, work up their emotions, and get them to care about what you are doing.
5. Not Being Specific
While you do want to provide valuable information, you also want to be specific with what you want your readers to know about.
At the end of your advert, include a clear CTA that points your readers to the direction you want them to go or to the action you want them to take.
6. Not Focusing on the Right Publications
A common mistake with native advertising is to focus on the wrong publications. While it might seem like a good idea to try to get your content on major websites such as Techcrunch and Verge, the truth is that this might not be ideal.
First of all, getting on major websites requires a large budget and a lot of effort. This is money and effort that could be better spent elsewhere.
In addition, when you focus on smaller publications, you might be able to reach a more specific audience. Besides, it is often cheaper.
Other platforms that may be wrong for you might be PR news sites or article submission sites that nobody reads.
7. Not Focusing on Quality Over Quantity
You don’t want to end up on a page where your advert is just one of many. Publishers sometimes cram in as many ads as they can to maximize their revenue.
It is always important to know where your ads are appearing and how they are appearing. It is better to pay a higher price for an advert that will be displayed exclusively vs a lower price for an advert that will be surrounded by other native adverts, banner ads, and popups.
Source – Deloitte
8. Not Focusing on the Bigger Picture
Don’t approach each advert separately. Instead, focus on the bigger picture – on your campaign as a whole.
Your goal with native ads, especially native article ads, is the same as with blogging. You want to build up confidence and relationships over time and establish trust.
9. Not Listening to Feedback and Monitoring Your Results
It is important to always look at the data from your native campaigns. You should also listen to feedback from readers and consumers to see whether you are annoying them with your adverts.
Incorporate what you learn into your future ads.
10. Not Using the Right Disclaimers
In order to comply with federal regulations and avoid fines, it is important to disclose when you are sponsoring content.
If you paid for an article or a paragraph in an article, you are required to include a disclaimer.
You must also disclose when you have a relationship with an influencer who is promoting you. Your disclaimer must be presented in such a way that it is visible and simple to understand.
Wrapping It Up
Native advertising can solve the problem of consumers using ad-blocking software when browsing the internet.
Avoid the above 10 mistakes when crafting your native ads to increase their effectiveness.
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