Page 12 - Payout Magazine Online Volume 8.5

2018

is the year

of user

experience...

ith the new restrictions from Google Native advertising works across all devices � The CTR and performance can vary a
wkicking in, it is clear that user because the format is responsive. Publishers great deal from one creative to another, so
experience will be the key to success in can choose between CPC and CPM to test many different images.
2018. Google rewards publisher sites that monetise this format.
provide value to users. Delivering high quality � For rON campaigns, use the CpC payment
content and compliant ad formats ensures a From an advertiser’s perspective, users model so the CPM is automatically
publisher’s site will remain in Google’s good interact with native ads 20% to 60% more adjusted for every spot, including low CTR
books. This allows the publisher to receive spots like footers.
than they do with standard banner ads. The
high quality traffic, which every media buyer
format allows for a title, short description and � Create specific campaigns for premium
wants. Advertisers should use Google
image ensuring that the ad is viewed just like sites and use the Smart CPM model to
compliant ad formats and creatives which are
an article that would appear on the website ensure the best quality impressions.
designed to enhance the user experience and
being targeted. Once the user clicks on the
not distract the user from viewing the content
ad he will be taken to the offers landing page. � use an ad network that has deep targeting
of a publisher’s site. Two formats that are features to fine tune audience reach.
are totally compliant are native advertising Here are some tips to ensure maximum CTr:
and pre-roll in-stream video. Here I give both � The offer’s landing page should provide
� Make sure the title text and description fits
publishers and advertisers tips on how to some form of content: text, images/videos
maximise the impact of these formats. in with the site’s editorial content and style. and it should be in the form of an article or
tutorial.
� Never make the texts sales orientated.
native advertising
� Tell a story first, use the page as a tool
Native ads give a great user experience � If targeting different countries, provide to educate the user about the product or
because publishers can ensure that their texts in the appropriate language. service, provide customer testimonials,
native ad zones look exactly like the editorial if it is a live cam product try interviews
content of their site. The format has several � The image should be simple, with no with some of the models. After the story,
customizable features including font type, animation, logos, branding, watermarks, put the call to action at the bottom of the
size, colour, bold and underline, background CTA buttons or text. Match the image with landing page. By making the landing page
colour, image border size, border colour, etc. the title and description. more lifestyle orientated it will increase

12 PayOutMagazine