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.
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.
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.