Google is pricing many small businesses out of PPC advertising. But there is an alternative option to give your digital marketing efforts a boost. Native advertising enables marketers to publish ads in amongst relevant content and in front of the eyes of consumers that are more likely to buy.
But is finding native ad space as easy or effective as it sounds? And how much should you expect to pay for native advertising v pay-per-click?
Finding ad space shouldn’t be an issue. Content publishing sites such as Buzzfeed, Share Through and mainstream newspapers. You have probably already noticed sections reserved for sponsored ads in online publications.
Native advertising is set to take over from traditional methods of advertising such as advertorials. Although, it is unknown whether they will be more effective from the pov of trust, they do give your products and brand more visibility.
What are the benefits of native advertising?
Native ads essentially provide you with a platform that targets readers with a potentially genuine interest. In some ways, this is the same method of consumer targeting used by social media networks. It is clearly one of the most powerful content marketing strategies after organic search.
One of the biggest benefits of native ads is they are not intrusive – unlike annoying banner ads.
Native advertising also provides benefits for publishers. Other than the advertising fee, they also provide relevant sources that readers may find of interest and useful. Essentially, it enables editors to compile the traditional layout of a print magazine in the online space with ads next to articles.
Editors have also been targeted for criticism for allowing advertorials that feature low-quality content. Native ads remove the burden of writing an article mentioning your brand in favour of a visual display.
Visuals work better for brands too. A reader is more likely to recognise and recall your brand through an image than they will reading your brand name. The human brain remembers visuals easier than words.
Furthermore, psycho-analysts say consumers need to see a brand name between five and seven times before it sticks. Native advertising stands out on a webpage – especially on mobile. This form of content marketing thus increases your chances of being visible to the buyer’s eye. A brand name buried in 1000-words+ does not have the same capacity to stand out.
How Native ads can work for your small business
Although you should expect to pay upwards of £200 for native ad space, it is still a more cost-effective option than pay-per-click. Although more people are likely to see PPC ads, search engine users overwhelmingly opt for organic results over paid ads.
The reason for that is obvious. Well, ask yourself what you do and why you do it! Organic results have got to the top because they provide premium content. Readers therefore expect the page to have more relevance to their search query.
However, the trickiest part of a native ad campaign is finding an affordable platform that receives sufficient amounts of traffic. Content marketers have to justify the advertising fee. Arguably this is where PPC has the stronghold – even though it will cost you more.
Another challenge is that for native advertising campaigns to be successful, you have to spread your ads across multiple platforms. The problem here is that each platform attracts different types of readers with different mind sets and tastes.
As a result, marketers have to adapt ads to target the relevant reader base. This of course incurs production costs which then starts to bump up the cost of your content marketing campaign.
Native advertising provides a lot of answers for content marketers. Users see more of your ads without their experience being disturbed, editors can enhance their content without risking low-quality material and advertisers pitch the products in front of customers that are more likely to buy. It’s a win-win-win.