18 May How to Make Native Ads Great
To maximize effectiveness, native advertising must be expressly created for your advertiser. Only then can the content be original and local, local, local — the holy grail of the search engines.
Creating the native content takes a lot of back-and-forth, give-and-take with your advertisers. After the sale is made the steps for creating a native ad are pretty basic:
- A creator must contact your local advertiser.
- During an initial interview your advertiser’s goals, topics and the keywords he/she thinks people search on to find them are agreed upon.
- The creator also must research on what keywords people actually use to search the advertiser’s category (often your advertisers don’t know).
- Create the native presentation, often including quotes from the client.
- Embed the same keywords across the series of native ads for the client (Content That Works suggest a minimum of three insertions per advertiser).
- Source at least one graphic for use as part of the native presentation.
- Find graphics for use in social media.
- Create suggested social media posts for you (the local media outlet).
- Create suggested social media posts for the advertiser.
- Create a schedule of when to post for the advertiser.
- Present the draft native ad to the advertisers for approval.
- Make any changes required by the client.
- Get final client approval of the native-ad and social strategy.
- Post the native to your site.
These 14 steps will be part of the process for any native ad, but slideshows, videos or out-of-the-box Grumpy Cat presentations can involve much more back and forth with your advertiser. Really good native advertising is a creative, time-intensive process.
Get the complete Native Advertising eBook HERE.