Stages of creating native advertising
Posted: Wed Jan 29, 2025 9:34 am
The main steps of creating a native are practically no different from regular advertising. The whole process takes place in several stages:
Defining the goal. It is important to understand why the advertising campaign is being launched at all. What should happen as a result of the advertising interaction with the user - familiarization with the brand, increasing reputation, selling any products. The main message is selected in accordance with the promotion goals.
Defining the target audience. One nursing homes email list campaign may have several groups of target consumers. To ensure that the budget is not wasted, you need to understand who exactly the advertising message will be broadcast to.
Stages of creating native advertising
Source: one photo/ shutterstock.com
Selecting a promotion channel. Communities in social networks, bloggers, Zen, YouTube — place ads on resources with a large concentration of representatives of the desired target audience.
Developing a format. Here, you should start from the target audience and the characteristics of the platform itself. Videos, illustrations, infographics, texts — these are far from all examples of native advertising options. Choose what appeals to the viewer.
Forming a plot for native advertising. At this stage, it is not necessary to go into the smallest details - it is enough to briefly outline the key points.
Drawing up a technical specification or brief indicating all the nuances of the project: goals, target audience, thoughts, insights, etc.
Selecting an executor. The campaign can be implemented by a copywriter, blogger or an entire digital agency. They need to be given the finished technical specifications,
This is where your active participation ends - entrust further work to specialists, not forgetting to periodically monitor the process and make adjustments if necessary.
Calculating the effectiveness of native advertising
Native advertising, like other types of promotion, requires tracking of indicators and evaluating effectiveness. It is necessary to record what reaction the publication caused, how many clicks and transitions were made, how this affected the level of sales. This data is necessary to identify errors and adjust the concept of the advertising campaign.
As a rule, three indicators are significant:
CTR is a click-through rate. This is the ratio of clicks to the number of impressions of a publication. For example, if only 18 users clicked on a link out of 1000 impressions, then the CTR is 1.8%. By the way, this is a very low result.
LTV is a measure of the effectiveness of each individual customer. The measure is calculated as the product of the average transaction value, the average number of purchases per month, and the average customer retention time in months.
Conversion . This is the percentage of users who made a purchase to the total number of people who visited the site. For example, if 1,000 people followed the link and 18 of them bought something, then the conversion will be 1.8%. And this is a pretty good result.
The effectiveness of an advertising campaign can be tracked by other indicators: the number of likes or dislikes, reposts, comments, article reads to the end, etc. You can also evaluate the results in a simple dialogue with the target audience - ask subscribers what they liked and what points need to be worked on. Feedback can be collected using surveys on social networks or Google Forms on the website.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
In the pursuit of indicators, figures and sales, do not forget that native advertising should first of all be natural and unobtrusive. People feel very well that someone is trying to sell them something, so carefully work on the quality of the content. If the material is boring, sells directly and does not carry any value, do not try to pass it off as native advertising. This will have a negative impact on both the sales level and the reputation of the entire brand.
* - Instagram and Facebook are organizations whose activities are prohibited on the territory of the Russian Federation.
Defining the goal. It is important to understand why the advertising campaign is being launched at all. What should happen as a result of the advertising interaction with the user - familiarization with the brand, increasing reputation, selling any products. The main message is selected in accordance with the promotion goals.
Defining the target audience. One nursing homes email list campaign may have several groups of target consumers. To ensure that the budget is not wasted, you need to understand who exactly the advertising message will be broadcast to.
Stages of creating native advertising
Source: one photo/ shutterstock.com
Selecting a promotion channel. Communities in social networks, bloggers, Zen, YouTube — place ads on resources with a large concentration of representatives of the desired target audience.
Developing a format. Here, you should start from the target audience and the characteristics of the platform itself. Videos, illustrations, infographics, texts — these are far from all examples of native advertising options. Choose what appeals to the viewer.
Forming a plot for native advertising. At this stage, it is not necessary to go into the smallest details - it is enough to briefly outline the key points.
Drawing up a technical specification or brief indicating all the nuances of the project: goals, target audience, thoughts, insights, etc.
Selecting an executor. The campaign can be implemented by a copywriter, blogger or an entire digital agency. They need to be given the finished technical specifications,
This is where your active participation ends - entrust further work to specialists, not forgetting to periodically monitor the process and make adjustments if necessary.
Calculating the effectiveness of native advertising
Native advertising, like other types of promotion, requires tracking of indicators and evaluating effectiveness. It is necessary to record what reaction the publication caused, how many clicks and transitions were made, how this affected the level of sales. This data is necessary to identify errors and adjust the concept of the advertising campaign.
As a rule, three indicators are significant:
CTR is a click-through rate. This is the ratio of clicks to the number of impressions of a publication. For example, if only 18 users clicked on a link out of 1000 impressions, then the CTR is 1.8%. By the way, this is a very low result.
LTV is a measure of the effectiveness of each individual customer. The measure is calculated as the product of the average transaction value, the average number of purchases per month, and the average customer retention time in months.
Conversion . This is the percentage of users who made a purchase to the total number of people who visited the site. For example, if 1,000 people followed the link and 18 of them bought something, then the conversion will be 1.8%. And this is a pretty good result.
The effectiveness of an advertising campaign can be tracked by other indicators: the number of likes or dislikes, reposts, comments, article reads to the end, etc. You can also evaluate the results in a simple dialogue with the target audience - ask subscribers what they liked and what points need to be worked on. Feedback can be collected using surveys on social networks or Google Forms on the website.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
In the pursuit of indicators, figures and sales, do not forget that native advertising should first of all be natural and unobtrusive. People feel very well that someone is trying to sell them something, so carefully work on the quality of the content. If the material is boring, sells directly and does not carry any value, do not try to pass it off as native advertising. This will have a negative impact on both the sales level and the reputation of the entire brand.
* - Instagram and Facebook are organizations whose activities are prohibited on the territory of the Russian Federation.