Native Ads: 5 Missteps That Affect Conversion


Native ads evolve, new approaches in targeting emerge, and algorithms are constantly improving. Wherein, promotion costs for native ads are lower than those for social networks.😏


But webmasters may take missteps when working with native ads and thus get disappointed in the traffic source.☠

In this article, we’ll consider common mistakes and the ways to improve native ads’ performance. Here goes!

Wrong Payment Model

It’s a common mistake that causes budget losses. Opt for PPC rather than PPV model. Users rarely respond to ads, but they generate revenue due to traffic volumes.

If the campaign is effective, you can switch to a different model and monitor the performance.

Single Channel

You might not want to consider native networks as a stand-alone tool. More often than not, the audience of native networks is cold and responds to content out of curiosity rather than a buying desire.

You must warm-up users: develop a purchase funnel and drive customers via pre-landing pages. Native ads should benefit the consumer, so you might want to describe the customer solution on the pre-landing page.

Avoid vague terminology and deliver your thoughts accessible. Opt for “Apply cream to your back to end the pain.” instead of “To get rid of back pain, you need to apply ointment to your body surface.” If you extend the text and walk the user along the never-ending purchase funnel, he/she will lose interest and leave.

Here’s an example of a no-nonsense pre-lending page with a narrative.

Another option is to use a native ad as a multi channel funnel launch point. It’s a retargeting development system, which enlists visitors in a database. After the database is ready, you can set up retargeting to other traffic sources.

You might want to set up a Facebook, Yandex, or Google Pixel on pre-landing and landing pages, depending on the source of your choice. Enable user data capture and then adjust the ad on another platform. Retargeting is better because it allows you to handle a warmed-up audience.

Wrong Call to Action

To increase the conversion rate, proceed from the following principles when composing a call to action:

  1. Represent the CTA as a reference, don’t focus on it too much. You might want to put it at the bottom of the pre-landing page, mentioning it a couple of times in the text.
  2. The CTA cases should be familiar to the client. Make it “Get ready for the holiday season, end the back pain now.” instead of “Get a 30% discount and 3-days delivery.”

Bear in mind that the audience is skeptical of banners and rarely trusts them. Make a change, indicating the product fewer times, and focusing on customer solutions.

Unrealistic Expectations

If you make too colorful creatives seeking a high click-through rate, your campaigns won’t bring you any leads.

It’s a native rather than teaser ad, for starters. It should seamlessly fit into the content of the website and inspire confidence in customers. If you neglect it and create inflated expectations, the ad will look cheap and will not bring the desired outcome.

Secondly, inflated expectations are not the equivalent of asserting that the user will bring conversions. After clicking on the landing or pre-landing page, the user will be disappointed, because the promised effect is not provided.

Here’s an ad from Yandex.Market. At first, it seems to be okay.
But if you open it, you won’t see any discounts. No other benefits were described in the creative, so users will follow the link to get a discount. They will leave the page because the promo is not available.

Be honest when you create ads, so as not to overpay for unviable clicks.

Not Intended to the Audience

If you’re advertising an offer intended to the seniors, the creatives, pre-landing, and landing pages should feature images of the elderly or women with kids for moms. Young girls willing to lose weight should see slim girls their age.

If this is not considered, users will have trouble associating themselves with the title characters on the pre-landing page. Without an associative array, you won’t inspire a customer but get a misclick instead.

Adapt ads to the audience, demonstrate the customer solution to the representatives of the intended group.

Summary

Native ads are new and few specialists have yet embraced them. To avoid disappointment with native ad networks, make no mistakes and be honest with your audience.

We wish you a high profit!


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