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The Native Content & PPC Power Play

The Native Content & PPC Power Play

Native advertising has seen a meteoric rise due to its widely touted returns on spend when compared to more traditional digital ads. While it is unlikely that there is a universally agreed-upon definition of what constitutes native advertising, it can be described as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.” Here, we discuss how to combine paid targeted traffic with digitally native content that results in Jewish marketing campaigns with uniquely strong potential. 

Why Native Holds Strong Performance Potential

From our perspective, there are two core drivers of native’s high-performance potential. First, long-form, informative advertorial content that provides value is more attractive to potential consumers than a traditional ad. Second, native content that takes the form of editorial pieces as opposed to advertisements that contrast the look and feel of editorial content also helps to boost engagement and hence results. 

“Consumers looked at native ads 53% more frequently than display ads.”

Native Ads vs. Banner AdsThe Targeted Traffic Multiplier Effect

While PR through strategic outreach or other means can result in no-cost media that is native in style, it often lacks relevant traffic. Still, PR, especially when earned organically, can perform quite well when appearing in the right publication, whether online or in print. With that said, a PR piece, regardless of being advertorial or editorial, can be turbocharged from a performance standpoint. By utilizing targeted paid traffic, including via Facebook/Instagram, Google Display Ads, and varying other programmatic tools, reaching highly relevant potential customers is possible and multiplies the return on native content of all kinds. 

Native Comes In All Shapes & Sizes

The notion that native advertising is uniform in nature is a mistaken one. Native comes in all shapes and sizes. It can take the form of lengthy advertorials that have the look and feel of standard articles. Likewise, native can appear as in-stream links such as those from Taboola. While we increasingly focus on digitally native content strategies, native campaigns can also be implemented in print. 

Each Scenario Requires A Tailored Approach

Since there are so many different forms of native advertising options on offer and differing forms pair better with specific offerings than others, it is essential to take a strategic approach. First, understand what kinds of native opportunities work well with what is being brought to market. For example, for offerings with more prolonged, high-touch purchase journeys, such as in the case of professional services, longer-form native content shows more significant promise. On the other hand, for consumer products or fashion, themed and fun listicles are a better direction. Native is an area with room for creative solutions and new forms of content marketing delivery, so thinking out of the box and tailoring solutions go a long way in driving returns. 

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