7 Ways To Do Native Advertising For Lead Generation

If you’re thinking about trying a new marketing channel to generate leads, make sure to research that channel thoroughly and adjust your strategy to fit its unique characteristics.

After you’ve run a few lead generation campaigns, you realize that simply driving traffic to landing pages isn’t enough.

The right mix of channels, messaging, content, and distribution strategies is needed to get the attention of the relevant audience and turn them into qualified leads.

Therefore, if you want to generate leads through native advertising, you can’t just copy your Facebook lead ads.

Native advertising has benefits, but it is not the same as other advertising, like paid social or paid search advertising.

This means you’ll need to create new content, explore different audiences, and change your messaging.

However, before we continue any further, let’s define native advertising and see why it would be beneficial to use it for lead generation.

Native advertising

Native advertising is a method of creating and distributing paid ads that look and feel like the surrounding content.

This definition fits Facebook or LinkedIn ads well. However, native ads are not the same as paid social or paid search advertising.

Native ads are a type of paid advertisement that are distributed across publishers’ websites with the help of native ad platforms. Some examples of native ad platforms are Taboola, Outbrain, and Yahoo Gemini.

platforms work with publishers from different categories Outbrain has partnered with some of the most well-known news organizations, such as CNN, The Guardian, and The Washington Post.

With this method, you can advertise on popular websites by working with the publisher or paying a set fee.

Native advertising is effective because it does not look like advertising. They are designed to be integrated into the environment and not distract the user.

Although native ads don’t look very different from other pieces of content on a webpage, they are actually ads. Unless viewers take a closer look, they may not realize they are looking at an advertisement.

Native advertising is not automatically deceptive. Non-native ads are less intrusive than native ads. Some popular formats in which native ads are often presented include:

• “In-Feed” Ads that appear in user feeds on social media platforms like Instagram, Facebook, Twitter, Reddit, etc. These can be set up through relevant social media platforms (e.g. Instagram Ads, Facebook Ads Manager, Twitter Ads, Pinterest Ads).

• Content Recommendations that can appear as links to other articles under the one you just read, similar product recommendations, and so on. The way you set these up depends on the platform you are using (e.g. product recommendations on Amazon).

• Search and Promoted Listings that appear at the top of search results above regular Google search results. Alternatively, these can appear in the sidebar. These can be set up with Google Ads.

Native ads are usually signaled to the user by a variety of details.

– These can be texts like “Recommended for You” or “Sponsored” – They can also be small icons like the info icon in the top right corner of an ad The distinguishing details are added to make the text clear and easy to understand.

Generating leads with native ads

You’ve just seen a few effective lead generation campaigns. But how do you build a a custom one for your company? Let’s figure it out.

1. Set your goals beforehand

Right, you aim at generating leads. And what exactly do you want to achieve? A certain number of leads? Or maybe you want to reach a lower CPL than the one for paid social?

Always set SMART goals before launching new campaigns.

The goals you set for yourself should be specific and measurable so that you can track your progress, achievable so that you don’t get discouraged, relevant to your overall objectives, and time-bound so that you can creates a sense of urgency. Regardless of what exactly you want to reach, you should be able to answer the following questions:

1. What do I want to achieve?
2. What are the criteria for defining the success of the campaign?
3. How likely am I to reach this goal?
4. How is this goal aligned with the bigger objective?
5. When do I want to accomplish this goal?

Here are a few examples of SMART goals for a lead generation campaign:

• Get 500 newsletter signups in 2 months.
• Get 200 free trial users in a month with a CPL not higher than $5.
• Attract 1000 visitors to a pre-sell landing page with a landing page-to-quiz conversion rate of 30%.

The performance of your native ad campaigns can be greatly affected by whether or not you set the right goals. When considering native ad campaigns, it is also important to look at how they contribute to your business goals.

When you are defining your goal of CPL and the number of leads you want to acquire, you should also remember to factor in the quality of those leads.

If it’s taking you longer than expected to reach your goals, it could be because your leads are costing more, but they’re converting at a higher rate than cheaper leads from other channels.

In order to achieve your goals, you need to periodically review them and update your objectives and methods.

2. Choose the right native ad platform

There are hundreds of native ad platforms, each with a unique publisher network.

While Taboola and Outbrain boast extensive networks of publishers across multiple categories, dianomi focuses primarily on financial and business publishers.

Other platforms provide access to a network of local publishers that would be a good choice for small businesses. For example, AdUp specialize in working with German-speaking publishers and could be a great option for companies wanting to reach German-speaking audiences.

Think about whether you want your ads to be displayed on niche websites or large newsrooms. Look at the biggest advertisers on those platforms (are your competitors already there?) and make a decision based on that information.

3. Develop content that appeals to your target audience

Your audience browses publishers’ websites to explore content. If you want to increase engagement, apply content marketing tactics to your native advertising campaigns.

Instead of using traditional landing pages, go for the following content formats:

• how-to articles;
• video tutorials;
• quizzes;
• calculators;
• templates;
• customer stories, etc.

The content that is most appealing to the audiences of media outlets and news websites is typically of a certain type.

4. Use multi-step landing pages

If you drive campaign traffic to a how-to article, it helps to generate leads by providing potential customers with helpful information.

Native advertising experts often use two-step landing pages. The first page of a website attracts users with an engaging topic, while the second page typically offers a quiz or other lead magnet.

5. Target broad audiences

Both Facebook and top native ad platforms allow advertisers to target lookalikes and those with similar interests. However, you shouldn’t rely on them too much.

Native delivers better results when you target broader audiences. Choose device or location-based targeting instead of lookalike targeting. The best way to target your audience is to use narrow targeting options.

6. Filter out irrelevant audiences with ad content

If you’ve ever tried using an automated solution for lead generation, such as LinkedIn Sales Navigator, you might have appreciated how easy it is to capture qualified leads – you just get a filtered list of profiles that meet your criteria.

When creating campaigns targeted at a large audience, you need to make sure that your ad headlines and thumbnails are effective filters. To appeal to the right customer base, you need to create ad campaigns that are both attention-grabbing and detailed.

If you want to generate leads and not just create brand awareness, creating clickbait headlines won’t work. Make sure your ads match the content on your landing page so users know what they will find when they click through.

7. A/B test a lot

All marketing campaigns, including lead generation campaigns, require extensive testing.

You should test creatives constantly as they are the most important thing. You can launch new tests every week if you have the capacity.

This will help you determine which headlines and images are resonating most with your audience so that you can fine-tune your approach as you go. -Create 5 to 8 headlines and images for each URL -Monitor early performance indicators such as clicks and click-through rates -Determine which headlines and images are most successful with your audience -Fine-tune your approach as you gain more data After a day or two of testing, the weakest performing creatives should be paused and the focus should be on the best performing ones.

You’ll also need to test various lead magnets and landing pages. Look at behavior metrics to see how users interact with your site, such as how long they stay on a page or how far they scroll down.

We recommend that you split your landing pages into several steps so that it is easier to analyze their performance.

This text is discussing why people may not convert on a website, whether it be due to attracting the wrong audience or having a lead generation form that is too long.

Best practices to follow

To plan your native ad campaign effectively, you need to consider a range of factors and take various aspects of your campaign into account. Here are some of the best practices you should follow while planning your campaign:

Of course, your goal is to generate leads, but you need to get specific about what that looks like. When goal-setting, be specific about what you want to achieve, measure your progress along the way, ensure your goal is achievable, be realistic in your expectations, and set a time-frame for completion.

How many leads do you want, approximately how long should it take to acquire them, and at what cost?

Who is your target audience? What are its different segments? Is it cold or warm? Would you like to expand your reach to a new, broader audience or focus on a more specific one? When planning your campaign, consider your resources and budget to determine its size.

You need to have an offer ready before you launch a campaign.

If you want to offer personal recommendations, you’ll need a team of experts to fulfill them. You could also set up an AI-powered program that would generate these personalized solutions on its own.

You should outline your products or services on this landing page in a way that catches users’ attention You need to have a specific landing page for your ad that outlines your products or services in an attention-grabbing way. You will need to have a questionnaire or another input space for prospects to provide their information in order to continue.

An outline can help you better organize the different elements you want to include on your landing page. After you have created an outline, you can then begin working on the actual page.

Keep them attractive and avoid annoying potential customers. When designing your ads, consider what will appeal to your target customer and avoid elements that might turn them away.

The way you design your ad will depend on the type of native ad you’re using, the platform you’re using, and the stage of your audience you’re targeting. Before making any decisions, it is important to note all the information and options available. After gathering all the data, you can then proceed to make informed decisions.

If you have made several versions of your ad, it is worth testing them out before deciding on the final version. Testing helps you identify areas that need improvement or need to be changed.

After you launch your native ad campaign, you can track its performance.

Measuring results

To see how well your campaign is doing, look at KPIs (key performance indicators), including click-through rates (CTR), conversion rates, number of conversions, and cost per lead (CPL).

You can also use other metrics, in addition to the ones already mentioned, to get a more complete picture of your campaign’s performance. Swydo can help you with reporting and monitoring.

Selecting the KPIs you will use is an important step when planning your campaign.

You will need to consider your KPIs when setting your goals to make sure they are realistic and achievable.

Because you will be focusing on lead generation, it is a good idea to focus on KPIs that are specifically relevant to lead generation.

Some things you can keep track of that will give you information about how well your campaign is doing include things like how often people stop viewing your content abruptly (bounce rate) and how long people stay engaged on average (average session duration).

Conclusion

How well you plan your native advertising campaign will have a big impact on how successful it is. This article provides helpful tips on how to create a successful native advertising campaign. By following these tips and measuring your results, you can determine your next steps and create an effective campaign.