Digital marketing is essentially about lead generation strategies and acquiring the maximum number of customers at the minimum possible cost. Whether you want to go with Facebook ads or native advertising, the objective is a robust return on investment. In other words, you’ll want to get leads worth $3 or $4 for every dollar spent. Platforms like Taboola, Outbrain, RevContent, and Yahoo Gemini are great options for traffic generation using native ads. But the point is–if you’re already marketing your eCommerce business on Facebook and Instagram, can you also integrate native ads? Read ahead to know more.
Let’s Talk About How Facebook Ads Are Distinct from Native Ads
When setting up your Facebook ads business profile, you’ll integrate all the essential elements to have it working well. But, the underlying issue that always arises is–scaling the company. Eventually, you’ll want to explore other traffic sources that can seamlessly complement your Facebook ads. If you’re considering other social media channels, you can expect high success rates. That’s because social media targets a particular demographic. Any successful ads on Facebook will likely generate similar traffic on other channels like, say, TikTok, Instagram, or Pinterest.
Like most business owners, you’ve likely been exploring the possibility of tapping native advertising funnels to generate leads and traffic. That’s an excellent option since you’ll target a new customer base from a broader demographic.
Facebook Mechanisms Work Differently from Native Advertising
When creating Facebook campaigns, you have a fair overview of your target audiences. For instance, say, you wish to start a campaign marketing a healthcare product designed for women above the age of 40 years. All you need to do is open the Facebook ads manager and select the specific settings.
You’ll pick out the country, gender, and age and create ads quickly since the tool targets the desired leads. Such ads are precise and concise with a clear Call to Action. They direct the reader’s attention to the “Click Here” or “Read Here” button so they can visit the lead form. Here they can enter their contact information or place an order.
When using native advertising, you don’t have to worry about the typical social media mechanisms or search engine algorithms. Of course, the ads generate leads and target audiences based on location,
country, and devices like a desktop or smartphones. But not by age and interests. That’s something for the ad to accomplish.
You’ll design an attention-grabbing advertorial with a compelling headline that evokes curiosity. Each native ad will also have an image strategically placed where the audience can’t miss it. The headline must entice the right kind of audience to explore further. To go with the earlier example, if you’re targeting women over 40 years, you’ll come up with a click-bait title like: “7 Shocking Healthcare Risks Women Over 40 Take.”
Designing Native Advertising Advertorials Are More Compelling
Do you see the difference here? The Facebook ad only talks about the particular product and how to place orders for it. But, the native advertising material dives deeper. It will outline in detail the specific health issues women tend to ignore. Next, the readers get information on how to resolve the problem and the product that will take them there.
The entire article is editorial style but includes well-crafted copyrighting that converts an entirely cold reader into hot leads. Since the audience already knows that the product is a great buy, they are more likely to convert. And complete the purchase quickly. Or, at least, make a call to learn more about the ongoing offers they can take advantage of. Clicking on the CTA button takes them to a lead form where they can add their personal information. You can use this voluntarily-proffered data for future advertising campaigns. Keep in mind, that like Facebook ads, native advertising is concise with a word count from 400 to 600 words or maybe, 800 words.
Native Advertising is More Subtle than Social Media Campaigns
Social media campaigns and Facebook ads provide bite-sized information that must attract instant attention as the audience skims through the pages. However, native ads use several approaches with innovative thinking outside the box. Let’s try another example. A company selling dog products shows images of specific items with a quick list of features and pricing. But, a native ad might provide more in-depth information about the right kind of dog food to give your buddy. And how to estimate their nutritional needs. You can also use your headline to attract the right demographic likely to be dog owners.
The key difference is that Facebook ads allow precision with your targeting since you’ll pick out the proper settings. Even if the editorial is poorly-designed, it will have an impact. Not so with native ads. This is why you’ll need to write and publish a series of articles with clickbait titles to attract distinct audiences and demographics. The folks at Purple Black believe in starting with six to eight posts to make an impact. They are consistently innovating and coming up with new campaigns to zero in on the specific ideas that work. The objective here is to get the highest click-through and conversion rates. In other words, how you convince readers to purchase the product or service, you’re selling.
Before we sign off, it is critical to note that several advertising strategies and potential funnels are out there. And there really isn’t any way to guarantee which one will bring you the traffic you want. However, we can assure you that native advertising is an excellent option for business owners looking to scale their operations but with the lowest CPAs. Of course, this funnel is more suitable for mature companies with a selection of tried and tested products the audience has accepted.
Native and Facebook ads are very different marketing strategies, from how they are designed to their execution. Business owners using social media successfully should be careful not to presume to understand how native ads work. Particularly because the audience is entirely distinct and likely to respond to performance-based ads and advertorials.
It is always advisable to rely on experts to guide you. Allow the professionals to take the lead on how to tap into the potential of this robust promotional strategy so you can get the best and most economical results. We are available to answer your questions and provide additional information. Contact us, and let’s talk some more.