Categories
eCommerce Ads Native Advertising

E-commerce & Native Advertising : How to fit Native Ads to your marketing Strategy ?

Amid the COVID-19 pandemic, everyone is struggling to maintain a constant ROAS. Traffic on e-commerce sites has seen the worst. CPA is constantly getting higher and sales are dropping down. 

As the world’s one-third population is being locked down, we have seen a huge bump in traffic of news and media websites. You can divert this traffic towards your store through the promoted stories.

Most of you are familiar with native advertising, the least intrusive type of advertising

For those who are unfamiliar, native advertising allows you to drive more targeted traffic to your store with promoted content.

Depending on the host, native ads can be served as content promotion, promoted videos and product images in the social media feed.

How to fit Native Ads to your Marketing Strategy?

Native Advertisements are mostly served on different channels:-

Social: Feeds you have seen on various social media channels.

The Openweb: through promoted stories across various websites on the internet.

You may have put Facebook and other social media channels at the core of your marketing strategy but you are losing ground to your competitors when it comes to the open web.

Unlike social media and search engines, the open web places no limits on growth, providing merchants with an opportunity to target every internet user out there.

By promoting articles related to product benefits over the top publishers like CNN, Huffington Post, and Fox News you can increase awareness about your product. 

Promoting your native ads in the right place, at the right time and to right users have 53% more chance to view than regular display ads.

How to set up a profitable native campaign?

Setting up a new marketing approach to your previous marketing strategy can be overwhelming but the best thing is that you can set up a great native ad campaign regardless of the size of your store.

1. Be Clear with your goal

Your goal should be clear before creating any campaign. If your business or you are not an established brand the motive of the campaign should be brand awareness.

Let’s say we are opening a store called girlsgown.com which sells gowns or similar stuff for girls of the age 1-14 Yrs.

 For this, we could create an ad like “Get your Baby Girl’s Wardrobe Ready with These Beautiful Gowns” or something similar like that.

2. Promote Content that supports your goal

After defining your goal pick up content that can help you to persuade your aim to get the click to that ‘Shop Now’ button.

You can use blog posts or specific landing pages to drive traffic to your store, but all types of content are not suitable for all native campaigns. 

We suggest experimenting with different pieces of content to see what fits best for your needs.

3. Get it on right platform

There are hundreds of native advertising platforms like Taboola, MGID, Outbrain and revcontent. Each has their own rules and publishers. Outbrain and Taboola are the two most prominent players in the market for a long time and both have some premium publishers like BusinessInsider, NDTV, Fox News and Huffington post.

4. Smoothly Allocate  your fund

 If you have never run a native advertising campaign starting with a generous budget, allocating a higher CPC to your native ad campaign will allow it to cast a wider net in the initial stages and therefore identify well-performing audience segments that’d help you enjoy a higher ROI down the road.

To maximize ROI on every single ad you run on native network, concentrate on creatives that make people stick around. If you want to grow your ecommerce store with native feel free to contact us.

Categories
Native Advertising

Native Advertising: Trends to watch out in 2020

As advertisers are pushing more from the traditional advertising channels, users have started neglecting the usage of these channels. Most of the key players in the traditional advertising market have started paying attention to non-disruptive advertising campaigns. 

In 2020, US Native display ad spend will grow at 20.2% to $52.75 billion, according to the eMarketer report.

Humans remember 30% of what they see, it is worthy to understand how to drive related clicks from the campaigns. This is the best part of native advertising. This is challenging, but this works and works very well. 

Here we are going to share trends to watch out for in 2020 if you are planning to succeed with native advertising.

1.  Be specific with Channels and Devices

By the end of this year, Native Advertising will cover ⅔ budget of traditional display advertising. 

There are plenty of things you can do today with Native ads yet improvements need to be done.  Native advertising will be more programmatic and mobile-focused.

Native advertising has already started winning the display budgets. If you are still burning your campaign budget in banner advertising lookout for native ads as an alternative. 

2.  Are you writing Informative or Disruptive?

According to the CMI report, 70% of the online shoppers say they first want to learn about the product rather than moving ahead with the display banners. This gives Native advertisers a space to be creative and create content that feels more informative rather than being disruptive. 

3.  It’s time to Test & Optimize Video Ads

Native  Channels has not opened doors for Video ads for all the advertisers but this year is going to be more worthy with videos. According to a survey of Business Insider 

Native Video ad spend will rise by an annual growth rate of 21.9%. So its worth to leave space for Native video testing and optimization throughout this year.

4. Start Playing  With Colors

Are you familiar with ad fatigue? If no then you need to understand human psychology a bit more we don’t like to see repeated things over and over. As a result, your best performing ads start burning money some times. So what can you do in that case? Do you need to need to change the ad creatives completely, No you don’t need to change fully creatives? However, you can run over tests with new creatives. But for the good performing ads, a change in border or color can do the job for you.

According to Taboola, Black & White ads drives 47% more CTR over the colorful ad. Isn’t it amazing? Just a simple change in colors can be so impactful.

5. The game of re-targeting

Targeting is getting more and more specific from the last few years.  People who have shown interest in your product your services but didn’t convert are having a higher chance of converting. 

Retargeting ads receive 76% more clicks than regular display ads. This means retargeting ads are noticed 75% more than regular ads. So its time to create ads that visitor notice and notice effectively.

All, in the end, We can say what matters in the native advertising world is interactive content.  Stay tuned with us for more insights and updates about the native advertising world.

Categories
Native Advertising

Postback URL Explained: How does it work in affiliate advertising?

A postback URL is a simple URL with added parameters that are called whenever a conversion takes place. This URL has some data parameters like click id, conversion value and placement ID to log into the affiliate network server or tracking server so that authenticity of conversion can be verified. 

Before we dive into the deep ocean of postback URL tracking, let’s first understand the flow in which the URL is processed.

As a marketer you will love the diverse benefits of Postback URL tracking like you can add some sort of attributes to specific ads like placement id, channel id. 

As an affiliate marketer, you need some kind of analytics to run a successful marketing campaign but surprisingly you can’t add analytics code on the conversion or ‘thank you’ page.

The Anatomy of the postback URL 

Before you understand Postback URL you should be aware of the different moving parts or the structure of the URL. This will give a brief idea about the Postback URL regardless of where it happens and where you are in the whole scenario.

There are two important channels involved in this affiliate marketing process. One is the marketers and the second is the affiliate network.

A person or party deploying his own resources or channel to send traffic should be well aware of the conversion. So he provides the postback URL to the affiliate network.

Second is the affiliate network an entity that records the conversion and also in charge to call 1st party’s Postback URL whenever a conversion even occurs.

How Does PostBack URL Works?

  1. A user sees a particular ad (and offer) and clicks on it.
  2. The user transfers through several redirects. In these few milliseconds, information is transmitted to an ad tracker, affiliate Network, advertiser, and a landing page.
  3. The click is being recorded. It’s given a special ID for the session, which is visible in the landing page URL.
  4. The user buys an offer on a landing page, and the conversion is correctly attributed to the right affiliate. The advertiser sends a signal to tracker and Affiliate Network with an initial user ID. Affiliate Network fires a postback, while the ad tracker verifies the signal and captures the change. As you remember, it has already received information about the user session after the first click.

Why use Postback URL tracking?

Let’s consider an example Mr. XYZ owns an e-commerce store and runs his own affiliate network. Mr. XYZ has 300-500 affiliate partners. If Mr. XYZ places the pixel for every marketer on his thank you page what will happen the page will become fairly heavy.

So how things will work for Mr. XYZ, a postback URL is placed in their backend server and will be called for conversion-related to an affiliate ID

How does Server know that conversion belongs to you?

When an affiliate marketer sends traffic to the advertiser’s site special parameters are appended to the URL such as “affiliate ID” which enables the backend servers to attribute the conversion to the related affiliate partner.

The whole tracking process starts with a click on the advertiser affiliate link, the click ID key is automatically placed on the tracking link. This key is commonly called “stupid” and it is appended in the URL as :

www.zyz.com?subid- 0asd560fs06g

But beware every affiliate network has its own format for passing parameters like :

  1. offers: http://postbackurl.io/?conversion_id={aff_sub}
  2. Cake: http://postbackurl.io/?conversion_id=#s2#
  3. CJ: http://postbackurl.io/?conversion_id={url(sid)}

It is not clear why there is no common format for all affiliate networks.

This is definitely a topic in academic debate. But the process is much similar in all networks.

If you need any help with postback URL tracking feel free to contact our team.

Happy tracking.

Stay tuned for more updates.

Categories
Native Advertising

Pixel Vs Postback URL Tracking? Which One is Better in 2020

As a marketer, when it comes to a conversion tracking the biggest question which slugged is which tracking protocol you should use in 2020 to record conversions. At present, there are two dominant tracking modes Pixel tracking and Postback URL tracking or S2S tracking.

Most of our visitors last year asked about this question. So here we are with the answer; We will explain and specify the contrast between both methods and help you concede what protocol should you use.

What is Pixel Tracking?

Pixel tracking is usually called client-side, cookie-based or in browser tracking.

Whenever a visitor comes to the site by clicking on your offer or ad/link a cookie is placed in the browser. On conversion, this cookie is called again to validate the click id and user attributes.

This is most common among marketers as it is very easy to setup. For pixel-based tracking, you just need to place an ad exchange generated HTML code(Pixel)  on your conversion page this is as simple as this.

What is Postback URL Tracking?

Postback tracking or server call, server-side or server to server S2S tracking relies entirely on the advertiser’s server to log conversions.

postback url

In this method of conversion tracking, you don’t need to place a piece of code on your landing pages. As conversion occurs postback URL is fired using the affiliate ID. This affiliate help to validate the correct conversion.

 

PROS & CONS

 

  • Pixel-based tracking is very simple and easy to place. You don’t need any kind of programmatic knowledge for setting a pixel. In the S2S tracking, parameters are passed through URL, so it is very important to pass & record the correct parameters. 

 

  • If any user cleans up cookies and browser cache the cookie stored by the pixel will be removed and the conversion will not be registered while in S2S there is no need to save cookies.

 

  • For pixel-based tracking, you need unique pixels for each network you are affiliating this will make your landing page bulky while for S2S tracking only some parameter is appended to the original URL.

 

  • Sometimes pixels don’t fire up,  nobody knows the reason while in S2S if parameters are set up correctly each conversion is recorded.

 

  • Pixel tracking is much apt to hoax as the cookie is stored on the client-side. It’s a handy game for tech-savvy guys to fire up the pixel without any conversion occur.

 

  • You can look up your server log for the errors if the Postback URL doesn’t work properly, every time there will be an error reported in the log file but in pixel tracking, you have no control over this.

Final Words

With the ITP 2.0 update last year Apple Safari has blocked access to the third-party cookie-based tracker and iframes access to cookies. Google Chrome, Microsoft Edge and Mozilla Firebox all are working to improve the user’s browsing experience.  Cookie-based tracking methods will no longer seem to work in 2020. 

As a digital marketing agency, we strongly recommend using S2S tracking for affiliate marketing. It is harder to implement at first but once you are familiar with the parameters it will be a minute game for you.

Third-party S2S trackers like Voluum and Tune are quite helpful when it comes to centralizing all the things. Stay tuned for more updates.

Categories
Native Advertising

Native Advertising 2020: Moving from Good to Great

As a marketer, what do you want to achieve or what are your goals before running a campaign? Obviously, you want to sell products to your visitors. Does it make them think and go in detail about your product? But, If we say you can sell products to your potential customers without feeling them sold.

Yes, you can promote products or drive leads without an annoying experience. Your answer to the intricacy is “sponsored posts” or “promoted content”. Telling a story about the wonderful experience of a product not only boosts the CTR, but it also allows the reader to think about the usability of the product.

Native Advertising has gained gigantic success over a few years for both advertisers and publishers. Yet there is a dark side to it as well like native ads are still not trustworthy in terms of action. We are sharing best practices that we have applied in our so far experience with Native Advertising for 2020 that will help you to drive more leads and conversions.

Change Native Ad Creatives & Copies Once in a Week 

Changing ad creatives and copies once a week help you to stay away from ad fatigue. As a native advertiser, you have to be proactive about users’ actions.

Try A/B testing with multiple ad creatives and analyze the results. Update your ad creatives once a week so the readers don’t get bored of seeing the same post.

Get Clicks that Relates to Your Niche

Native ads are displayed across different publisher sites it’s up to you where you want to display your ad or which publisher you want to block. 

For example: If you are promoting content related to a smartwatch and your content is being promoted on food and recipe site…Somehow, the user clicks from that site will not be relevant for you, isn’t it? So, in this case, you must consider posting your ad on a tech niche site.

It is upon you how you filter out the publishers. Promoting related content on similar sites have more chances of converting your prospects into loyal customers. 

Time to Focus on Video Content

For the last 2 years, Native ads are much focused on producing high-quality content /stories that drive the attention of the visitors.

The year 2019 has been incredible for the video content, we have seen 4X more CTR on video than legitimate Thumbnails. 

So 2020 is the year you need to focus on creating quality video content to drive a high CTR rate and certainly more leads and conversions.

Step Up your Testing Approach

In our last article on Native Advertising, We have shared our experience so far with native advertising. Experimenting with Thumbnails, Titles, and Colors can drive better results. You can also go through our previous post to see which kind of thumbnails or titles performs well and implement the same for your native campaigns.

For the year 2020, The core marketing philosophy is not going to change. You should step up testing and start to experiment with new creatives and ideas.

Recap 

In 2020, you need to focus on crafting high-quality video/content that can drive high CTR and engagement rates.

Readers are getting smarter and they have started to recognize the clickbait articles, so as an advertiser it’s upon you to keep the experience as native as possible.

Native advertising seems to be simple, but yet it will take years to master. Still, the simple approach to success with native ads is experimenting. Therefore,  keep testing using new ad creatives and start adapting the trends.

Categories
Blog Content Native Advertising

Native Advertising: Do Native Ads Perform Well?

Marketing Industry Leaders know that one of the biggest challenges in the industry is to foretell the marketing aspect. With the rise of Native ads from the last few years, big players in the industry have already started crafting effective content and engaging stories to promote in social feeds and media journals.

A recent study shows that 47% of adults in the USA were unable to differentiate between sponsored stories and promoted content. 

So, the question is, are Native Ads conundrum for readers? No, definitely not there are various hints that differentiate natives from editorial content like “Sponsored Feed” or “Sponsored content”.

We are running a Native Advertising campaign for an e-commerce store for over a month and the results are good so far. 

Making constant efforts adding new content, experimenting with bids, adjusting targets and analyzing data is worth it.

Do Native Ads Perform Well?

There are diverse benefits of Native Advertising over traditional ads, like Sponsored posts are more trustworthy.

Everyone gets bothered by traditional ads appearing in-between content or in the sticky sidebars on the page, whereas native ads are less intrusive in terms of action and visibility.

80% of adults in North America use various ad blocking methods to filter out annoying ads. So, as an advertiser, how can you resolve this issue and ascertain the reach of your campaigns to the audience? Native Ads have a favorable side with ad blockers. Sponsored posts are not truly blocked by Adblockers. If a publisher is distributing the content from his own CMS adblockers can’t filter out native Ads. Ad Blockers are able to block ads only when the ad script is integrated directly from an ad exchange.

Our Experience So Far with Native Advertising

We have been running native ads for a while and we were able to get 100 conversions (Sales) from Taboola Native Ads for our  E-commerce client.

do native ads perform well

With a $2197 budget spent, we were able to get 18,292 Clicks with a vCTR of 0.28% and a CPA of $21.97

What we have learned so far? 

  • Articles in the form of lists drive more traffic & conversions than a typical blog post.
  • Human Presence in thumbnails gets more CTR than going specific with product pictures.
  • Instead of Color Pictures, Black & White Thumbnails are more eye catching.
  • Words Like ‘He’,’ She’,’Photos’,’Looks’,’Family’,’Inside’, and ‘Who’ in the Title has a great impact on CTR.
  • Images of Women in Thumbnails get low CTR as compared to Men in pictures.
  • Outdoor Images Drive more traffic as compared to indoor clicked pictures.
  • Closeup Images have much higher CTR than normal pictures.
  • Most of the traffic comes from mobile than desktop. 

Native Ads are not new to the market its more than a $5 billion market. Big brands are already utilizing the potential of native ads. 

Creating catchy headlines and thumbnails will definitely boost up your CTR. If you are going to run your first test campaign go with the specific audience and then broaden your reach. 

We have experienced the power of native advertising and trust native are worth the hype. 

If you want to try out your hand on native advertising and seeking advice, just get in touch with us.