What Is Native Advertising For SaaS?
Native advertising is any form of advertising that uses paid content more organically to market products to a target audience. It is a form of advertising in which the ad content matches the function, form, and feel of the media on which it is published.
The goal of native advertising is to remove intrusiveness in most adverts on the internet. Marketers design native ads to adhere to the style and look of the media it appears. This makes the ad ‘friendlier’ to the target audience.
The Benefits Of Native Advertising For B2B SaaS Companies
Native advertising has been around for decades. Although most people believe it’s catching up late, this advertising form can be more productive to a business intending to reach more customers.
Today most marketers are using Google and other social platforms like Twitter and Facebook for native advertising. Because these platforms are home to millions of online shoppers, marketers can use native advertising to showcase their products and convert more customers.
Related: Best Native Ads Networks
When you use native advertising for your content, people are more likely to engage with the advert. Most people don’t like offensive adverts that appear on the screen distracting them.
Imagine a case where you are looking for information on the internet, and suddenly an irrelevant advert pops up on your screen, blocking the content you were reading. What happens? You are likely to cancel the ad, right?
The purpose of native advertising is to ensure the ad appears to you more naturally like it’s a native part of the media you are viewing. This aspect makes it more effective and engaging – a reason why most marketers prefer native advertising.
Native advertising increases your Click Through Rate (CTR). When you use native ads that mimic the site’s content, customers are likely to engage with it and click on your product. For example, if you are marketing some medication for treating backache on a health and fitness blog, those reading the blog can easily click on your advert.
The only secret to converting more customers through native advertising is by creating engaging content. Ensure your landing page contains the content you promise on the advert if you want to reduce the bounce rate and improve your ad quality score over time.
Related: Top Facebook Advertising Tools
You can also use native advertising for brand storytelling. Since native advertising is content-based, you can use storytelling techniques to inform your audience about your brand and boost engagement.
Creative narratives and storytelling make it easier for your audience to recall facts on the advert, which, in turn, improves brand awareness.
When you incorporate native advertising the right way on your marketing strategy, you can boost your results over time.
Types Of Native Advertising For SaaS Businesses
1- Paid Search Ads
These are types of native adverts that appear at the top of search results. They are a bit similar to the promoted listing. With this ad, the user gets the content based on their location, search history, and preferences. For example, when users search for hotels near me, a paid search advert will appear at the top of the search results with a brand offering this service.
Related: PPC Tips For Beginners
2- In-Feed Units
With in-feed units, a website publishes third-party content to market it to its audience. The content is marked as sponsored and features as part of the website. In most cases, the content is custom to resemble other content on the website. In-feeds units showcase sponsored content on another publication site, naturally increasing engagement.
Related: Best B2B SaaS Content Marketing Tools
3- Promotional Listings
Promotional listings are ads that appear in-stream and are labeled as promotional content. They fit within the page because they look similar to other products advertised on the platform. This type of native ads is used by e-commerce sites to feature sponsored products and services to customers by making the products look identical to those already on the site. Most customers will feel comfortable buying the products if they trust the e-commerce site.
Related: Ecommerce Security Best Practices
4- Content Recommendation Widget
Sometimes you notice a heading like ‘You may also like’ or ‘Recommended for You.’ These are some types of content recommendations that most marketers include on their websites to convert visitors. The widget usually comes with a distributed link that redirects the customer to another site that offers an almost similar product.
Related: Top B2B Ecommerce Marketing Stats
Type of widgets is useful for publishers that look forward to increasing their customer base through content marketing. By partnering with a like-minded site to integrate a recommendation widget, you can easily drive more visitors to your website and increase conversion rate.
5- Social Media Posts
Native ads exist in the form of sponsored ads on social media posts. In fact, most of the adverts you see when you log in to your Facebook account are paid ads. Marketers are using Facebook Ad to advertise to target audiences on the social platform.
Related: Tools To Measure Social Media Engagement
You will receive an advert on your screen based on your interactions on the social media platform in most cases. Twitter, Facebook, and Instagram ensure their users only get native ads based on their preferences. If you want your sponsored ad to succeed, you must custom it to work well on social media and make it relevant to your target audience.
Best Practices For Native Advertising
Now that you have learned some of the best types of native adverts you can include in your marketing strategy, you should find out how to ensure you get results when advertising your brand. Here are some best native advertising practices to maximize your results:
- Create catchy headlines: Headlines contribute a lot to increasing CTR. With a catchy headline, you make your advert more visible to the target audience. Use more action words on the advert and limit your words.
- Offer variety: come up with different adverts for each ad group. You can test different native ads to determine one that works best for your target audience. For every interest audience, you identify a unique ad that will capture their attention and improve brand awareness.
- Quality content: When you opt for native advertising, you must ensure you only use high quality and clear images. Create engaging and relevant content for your ad message. This way, you can increase engagement.
- Be transparent: You are less likely to see results if you are not transparent enough with your adverts. That means what you promise in the advert should be realistic. Do not spam your audience with fake adverts just to drive them to your site. When searchers realize you are not offering what your promise on the advert, they easily bounce back.
- Choose your platform wisely: Before choosing a platform for native advertising, you must research to determine if the audience on the platform can relate to your brand. Know the type of content the platform consumes to help you customize your adverts to meet their preferences.
Related: Headline Writing Tips For Beginners
Final Thoughts
Native advertising has been here for decades and is gaining popularity amongst modern digital marketers. If you look forward to adopting native advertising to improve brand awareness, you can employ some of the tips shared in this article. Always take advantage of native advertising’s ability to inform, connect, and attract customers to your business.
