Take a deep breath. It’s almost that time of the year again… HOLIDAY SEASON!
I’m sure many of us in the digital advertising world are feeling the same right about now, trying to answer the question: ‘How do I optimize this time of year to the best of my ability?’
When approaching the season of cheer, I always suggest going for uncharted waters, and until recently, that was native advertising.
Native ads can be a powerful tool in the hands of the right marketer, and this year, that marketer can be you. Follow these 5 tips to ensure your native ads sparkle this season.
- No grey area
While traditional display has taught us to carefully examine our approved sites, native is a bit different. With native, it’s important to keep separate white and black site lists as the social nature of viral content traffic, and the state of mind of users consuming it, results in different behavior than traditional display.
Sites that are not suitable for display or video campaigns might be your ocean of endless opportunities when it comes to native. Make sure you’re not missing out.
- Location, location, location
While most of us are familiar with the term ‘banner blindness,’ many don’t take the time to consider where native ads are placed within the hosting site. In my experience, optimizing the placement of the ad can have a hugely positive impact on the ad’s performance.
Your ad real estate is key. Check where your ads are placed – you’ll be surprised what an adjustment in the right direction can do.
- Be the right kind of attention-grabber
Click baits are tempting, especially if you are paying on a CPM basis. But let’s be honest, in the long run you need users to stay on content, perhaps even clicking through to another piece of content and sharing their experience with friends on their social networks. This type of user experience typically does not begin with deceptive creative, but instead a tempting title that represents your content in a compelling and precise manner.
My advice: be succinct and work on a CPC basis to obtain the quality users that are most relevant to your content.
- Don’t be a pusher
Performance marketing and direct response (DR) campaigns are, in my eyes, the essence of modern advertising. In online advertising specifically, practicing both can help us track important actions, such as linking ad spend to customer behavior.
It’s important to know that a call to action is the key ingredient of DR campaigns and thus should be utilized in your native campaigns. Whether it is the sponsored content or the title you choose, motivate readers to perform the action you seek them to complete. But remember, there is a fine line between encouragement and being pushy – strive for the former and you’ll get the reaction you were hoping for.
- Find your ‘sweet spot’
We often realize that finding the infamous ‘sweet spot’ (where the creative, the placement and the timing all align to create a meaningful ROI), takes longer than expected. Don’t get frustrated. Simply listen to the data you collect, analyze it, and make adjustments accordingly. In some cases, victory is just around the corner.
Managing a successful campaign takes time, attention and of course, patience. By following these tips, you will find yourself closer to your goals and to a successful holiday native campaign!
Zion Karsenti, head of innovation, Matomy Media Group