Article | May 21, 2021
The world is changing every minute and so is the structure of business and marketing tactics. Digital advertising has changed drastically over a period and is growing at a break neck speed. Although native advertising is at a nascent stage, it is a popular, creative, authentic, interactive, and engaging form of advertising.
Native advertising is also called paid content or sponsored content. Gone are the days when native advertising was just a buzz word. Today it is the new marketing reality. Native content marketing has winged its way into emails, e-commerce platforms, social media platforms (Facebook, Instagram), video sites. Social media ads, recommended ads, and promoted search results are a few examples of well-known native ads. Native ads are cohesive with the content on the page and ingest themselves very well with the design and look of the page.
Many online marketers are turning to native advertising that eases the opportunity of connecting to their users in the format they are comfortable with, such as articles, videos, and infographics. Native ads normally do not look like ads. They look like a part of the content in a user’s viewable area.
Media companies like The New York Times, BuzzFeed, The Atlantic, and The Wall Street Journal are few examples that invest in native content advertising.
Native advertising is the driving force leveraging advertising strategy. As per the Native Advertising Institute, by 2021, the revenue from native advertising is expected to increase by 46%.
Types of Native Advertising
There are various types of native advertising that publishers may offer on their sites. They may offer a few or all of these:
In stream ads are the ads put in before, during or after the streaming of any video, music, and animation that the consumer has requested. In-stream ads termed as pre-roll, mid-roll, and post roll. In-stream ads are most commonly visible on YouTube.
In-article are the ad formats that helps you to put native ads between the paragraphs of the pages. These articles are optimized by google for better performance. They blend well and provide a better experience of the readers.
Content or product recommendation provide you with personalized content or product recommendation based on data collected about user’s online behavior. Offering better effortless customer journey.
Native videos are the in-feed videos that are created and uploaded on various social networks. Facebook, , YouTube, and Twitter are most widely used platforms for native video.
Custom native ads are developed by brand itself. Custom ads are user-defined allowing you to define your variable.
There are two ways of In-mail native advertisements, they are one-off long-form and programmatic. Native email marketing will boost KPIs.
Sponsored content naturally blends in with content on the webpage but is marked as “sponsored” within the ad.
What Does Native Advertising Look Like?
In Feed Ads
In Feed native ads are slipped between the content allowing the readers to view them easily and with less effort. Example of in-feed ads are the ads that appear in your newsfeed on social media and news sites (Facebook, Buzzfeed)
Search & Promoted Listings
Search and promoted listings appear at the top of your Google search results or in the side bar increasing the product visibility and sales. Search and promoted listings are fee-based advertising services.
These are the articles that appear at the bottom of the webpage. This is a great way to increase the audience and attract new leads. Content recommendations are the personalized articles keeping the target audience in mind.
Best Practices of Native Advertising
Content is King
Content plays a key role in native ads for engaging the audience and comes in different shapes and sizes. Developing an innovative format for delivering quality content such as short snappy text, animations, infographics, videos, carousels of images, will earn you higher ROI. Customers are likely to return to your site without any native medium advertising. Successful native ads are colorful, easy to read, and stand out among other content around the same page.
Keep Native Advertising Programmatic
Partner with a top-notch premier content house to stand out. Keep native advertisements programmatic. Programmatic help brands make the most of micro-moments. In Programmatic advertising, automated technology is used for buying advertising space allowing advertisers to make native ads more relevant to potential customers. In the traditional buying media process, advertisers have less control over buying the placement. Native advertising can achieve higher engagement and conversion with the programmatic platform.
Native Ads Placement Smarter
Native ads are embedded onto the webpage much like the publisher's editorial. It is best practice to let the ad be on the same page for several days so that the potential customers come back to the website to have a look at it.
Keep it Personal
Keep your ad copy simple, interactive, and direct to connect with the audience. Try to call out the problem-solving content to make people feel identified and easily relatable with the solution. Keep content personal and relevant to increase engagement. The copy that is simple is more persuasive. Write ad copy as though you are speaking to your audience.
The Rise in Video Popularity Trend
Generating high-quality content that educates and entertains at the same time is far more effective in building long-term customer relationships. Video happens to be one of the successful formats of native content marketing. Video content accelerates the engagement of customers and the revenue earned from native video advertising. One of the successful ad trends is interactivity. Video content being interactive creates a sense of personal touch and leads to word-of--mouth marketing.
Targeting the Right Way
The success of any campaign largely depends on sites, audiences, and gadgets. Gather your user’s information through tools and analytics to decide your audience. Emphasizing the need of the audience is important to maintain the foundation of native advertising. Knowledge about the audience will ensure you target the right audience on the right native advertising platform. According to a recent study, click-through rates on native ads are higher on mobile devices.
How Does Native Advertising Work?
The most inevitable question arising to any advertiser’s mind is whether there is sustainable growth for native content marketing? Well the answer to this is very positive. Native advertising works in terms of demand and supply. Publishers fall under the supply category looking out for ads to monetize their site and advertisers fall under the demand category reaching an audience to generate promotion, sales, and lastly leads. The brand pays on a native advertising platform of their choice for the placement of their content. Selecting the right platform is an essential step of native ads. Once the content is created and approved, it will be tagged by saying something like, “Advertisements”, “Paid advertisement”, “Sponsored”, or “Recommended” to create transparency within native advertising platforms.
Frequently Asked Questions
What is native advertising?
Native advertising is a paid content that mimics the design of the platform upon which it is published. Native ads are commonly visible on most of the social media platforms (Facebook, Instagram, Twitter, LinkedIn) but are also seen on websites. They function differently from advertorials. Native advertisements blend perfectly with web page organic content therefore are not jarring.
Why native advertising is important?
Native advertisements bring brands and customers together on a single page by better targeting and using personalization technology, making it more engaging. Native advertising content has a longer shelf life and reaches the target audience through trusted channels. It generates higher CTR, boosts conversions, and creates higher sales for your website and company.
What is an example of native advertising?
Media companies like BuzzFeed, The New York Times, The Wall Street Journal, The Atlantic, Instagram filter, Nickelodeon, and social media ads are a few popular examples of native advertising that have invested in the creation and distribution of native advertisements on their respective platforms on behalf of the brands.
Why is native advertising so successful?
The success of native advertising heavily depends on the relevant and engaging content, better received by target customers. Native ads are viewed 53% more than other banner ads. Native content is cohesive, blends smoothly with the organic content so they do not appear as ads, making people inclined to view them more and consume them. Native ads are worth the hype provided used correctly and created and promoted the right way.
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"text": "Native advertising is a paid content that mimics the design of the platform upon which it is published. Native ads are commonly visible on most of the social media platforms (Facebook, Instagram, Twitter, LinkedIn) but are also seen on websites. They function differently from advertorials. Native advertisements blend perfectly with web page organic content therefore are not jarring."
"name": "Why native advertising is important?",
"text": "Native advertisements bring brands and customers together on a single page by better targeting and using personalization technology, making it more engaging. Native advertising content has a longer shelf life and reaches the target audience through trusted channels. It generates higher CTR, boosts conversions, and creates higher sales for your website and company."
"name": "What is an example of native advertising?",
"text": "Media companies like BuzzFeed, The New York Times, The Wall Street Journal, The Atlantic, Instagram filter, Nickelodeon, and social media ads are a few popular examples of native advertising that have invested in the creation and distribution of native advertisements on their respective platforms on behalf of the brands."
"name": "Why is native advertising so successful?",
"text": "The success of native advertising heavily depends on the relevant and engaging content, better received by target customers. Native ads are viewed 53% more than other banner ads. Native content is cohesive, blends smoothly with the organic content so they do not appear as ads, making people inclined to view them more and consume them. Native ads are worth the hype provided used correctly and created and promoted the right way."
Article | May 21, 2021
The advertising industry is a global industry that consists of Public Relation and marketing companies, as well as media services and advertising agencies. It is a global multi-dollar industry that brings manufacturers closer to their consumers. This industry is mainly characterized by a huge number of small to medium-sized advertising agencies whose operation is primarily in one country and a few numbers of very large advertising agencies that operate in many countries. The job of the advertising industry is to create and manage the connection between companies, their products, and their consumers by properly translating their client’s message into effective campaigns. As simple as advertising might look, it can stimulate people into buying, help increase a company’s sale and also help to jumpstart the economy.
Article | May 21, 2021
Channel 4 is expected to cut its programming budget by nearly £150 million while furloughing about 100 staff to fight and survive any financial woes brought by the coronavirus crisis. The broadcaster, that is mostly funded by TV advertising, as well as being publicly owned expects to face a slump in the advertising revenue by 50% in the coming two months. It was estimated that Channel 4 was left with finances for six months only without having to make any cuts. The management of the broadcaster that includes Ian Katz, the director of programs as well as Alex Mahon, the chief executive will be taking a pay cut of 20% and will also not be receiving any bonus. Channel 4 also made an announcement that about 10% out of over 900 staff are expected to be furloughed.
Article | May 21, 2021
The COVID-19 outbreak continues to impact the world like never before. Businesses have been hit hard, institutions have been shut down, and people are being made to stay indoors in an effort to slow down the spread of novel Coronavirus.
Nearly all businesses have been dealing with a lot of difficulties right now and the world of PPC advertising is no exception. As the world grapples with the pandemic unfolding in real-time, they turn to online searches and news to find answers to their questions.
This extreme change in people’s behavior has also impacted the change in their online search behavior. While some industries were well prepared for this shift, many are not.
Table of Contents
Has Covid-19 affected your PPC accounts?
Impact of COVID-19 on PPC advertising
- Industries with increased performance
- Industries with mixed performance
- Industries hit the hardest
Ways to adjust your PPC according to the new search volumes
Has COVID-19 affected your PPC accounts?
As of today, the COVID-19 related searches are ranking the most on Google, beating other searches related to news, weather, politics, Google, Facebook, and Amazon.
To help track these emerging searches along with other breakout searches that users are looking at, Google has released the Google Trends Coronavirus Hub to offer more insights.
For some advertisers, these new searches have drawn more visitors to their sites, bringing in new customers. For others, however, the results have not been so great.
Wordstream notes that Google search ad impressions have declined by 7% over the last week, which is not uncommon during the holidays. But advertisers certainly weren’t expecting it to happen all so suddenly.
Conversion rates have dropped by an average of 21% since the COVID-19 became an epidemic. Advertisers who acknowledge these changes need to be able to adjust their PPC strategies to keep their businesses agile during these uncertain times.
Learn more: Teesside web advertising firm makes journey into glasgow
Impact of COVID-19 on PPC advertising
Google trends shows that the COVID-19 is on top of mind for most people, especially in the early morning and late at night. Many of us who aren’t fighting the pandemic head-on, often look to some other distractions online or try to carry on with our days as usual. Advertisers can review these searches and prepare to adjust their campaigns to avoid wasting their spend online.
Industries with increased performance
Healthcare and medical
Ever since the outbreak, most of us have turned to search to protect ourselves and the community. In the wake of social distancing and a worldwide lockdown, we’re relying on Google SERP to purchase over-the-counter as well as vital medications. As a result, medical advertisers are seeing a strong spike in their sale of pharmaceuticals and medical supplies with increased ad clicks and higher conversion rates than usual.
Non-profit and charity
The non-profit organization is another sector that’s having a dramatically increased impact due to the COVID-19 outbreak. Charities, non-profits, and social enterprises are working the hardest to help communities fight the COVID-19 crisis. Since the epidemic, this sector has seen
• A 10% surge in search ad impressions
• A 23% surge in search ad conversions
• A 20% surge in search ad conversion rates
Luckily, Google’s ad grants program is working with more than 35,000 organizations to help non-profit use AdWords.
Live-streaming and on-demand media
The phrase, “Netflix and chill”, “Quarantine and chill”, couldn’t be more true and relatable right now. With people practicing social distancing at their homes, we’re consuming more entertainment than ever.
This has led to a spike in the entertainment advertisers’ conversion rates, bringing in more viewers. Safe to say it’s not a bad time for the entertainment industry, as the demand for live-streaming media has skyrocketed and seen a dramatic hike in its conversion since the last few weeks.
Learn more: How COVID-19 Has Impacted Google Ads Results for 21 Industries
Industries with mixed performance
According to Wordstream, there’s no significant change in the search volumes or conversion rates in the industry yet. But there could be some shifts down the road.
Consumers are more hesitant in attending open houses and more reliant on professional agents to schedule an appointment instead. Despite the +15% CPC increase in real estate listings and real estate agent searches in the last month, there has been a -25% decline in the conversion rates. Agents and brokers, however, have seen a 30% increase.
Moving and relocation services have seen an 11% increase in search volume, maintaining a stable CTR, CPR, and CPR.
Both property development and construction industries are seeing a decline in their conversion rates by -53% and -7%, as well as lower search volumes. This could lead up to a decline in real estate supply in the future.
The automotive industry appears to have taken a hit. It has shown a noticeable decline of 30% in the industry with average conversion rates over the past few weeks. Although this can’t all be due to the pandemic, advertisers are seeing a lot of shifts in searchers’ preferences in the automotive market.
Job and education
There has been an increased demand in e-learning and training due to schools and colleges being shut down for at least a couple of weeks.
Given the college application rush over and the upcoming SAT in June (yet to be canceled), prospective students’ behavior on the SERP remain the same.
There’s also an increase in paid search traffic for new career opportunities and vocational training since the last couple of weeks.
Industries that have been hit the hardest
Travel and tourism
It’s not at all surprising to see that fewer people are booking for travel these days. With business, consumers, and government avoiding unnecessary travels, advertisers are finding it hard to convert new searches on their sites.
Searches for flight cancellations, delays and restrictions are also at an all-time high, leaving ads more exposed to curious searchers.
To address this problem, advertisers should:
• Add new negatives keywords for COVID-19, advisory, and cancellation related searches.
• Promote cheaper fares and easy cancellations and adjustments for future travel.
• Suggest travel insurance to your customers to ease concerns while increasing your average sale price.
Search volumes for live entertainment have also reduced by 24%, with a dip in conversion rates by 30%. The need for public safety and social distancing has caused consumers as well as performers to cancel their live shows all across the globe.
Ways to adjust your PPC strategy according to the new search volumes
Unprecedented times call for unprecedented solutions. Here are some of the ways that you can adjust your PPC strategies according to the rising challenges:
It’s important to understand what traffic your ads are getting and add new negative keywords add new negative keywords quickly to prevent your campaigns from reaching irrelevant panicked searchers.
• Closely follow COVID-19 related searches to understand how people are searching online. Leverage Google Trends to see what’s trending the most. The Google Trend Coronavirus Hub is a great place for advertisers to find out users’ priorities and search interests in response to the changing news.
• The flipside to users spending more time online is that you can easily find them while they’re browsing the web. Consider remarketing to your previous customers and website visitors, bring them back to your site and keep your brand in their minds. This way they will be more likely to convert.
While times are uncertain at the moment, it is important to keep a positive mindset and be safe. Make sure to stay in the lookout for any new disruptions caused by the COVID-19 and keep adjusting your PPC campaigns consistently.