Best practices for buying from native advertising platforms

BUYING FROM NATIVE PLATFORMSPresented By NativeAds.com

BUYING FROM NATIVE

PLATFORMS

• What is needed to get traffic from native platforms in general

• What we’ve learned from working with Outbrain and Rev Content

• A few items specific to NativeAds.Com

WE HAVE SUBMITTED:4,886 CAMPAIGNS

170,644 ADSHere is what we’ve learned.

All Platforms

• You gotta bid up to bid down

• Understanding Network Throttling

• Spy, Imitate, then Ad(d)

• 4pm PST

• Killer Headlines

Understanding Throttling

• You are bidding high

• Your daily budget is only $100

(OR)

• Your account balance is under $750

• The algo is now afraid of over-delivering

• You will get throttled even if your creatives

are crushing it

*Do not put a daily budget of less than $200 if you don’t want to be throttled.

SPY, IMITATE, THEN AD(D)

4PM PST / 7PM EST

• Most campaigns are set to ASAP pacing

(both by back-end default, or in UI)

• By 4pm PST / 7pm EST roughly ⅓ of

campaigns are done for the day

• If your campaign is agnostic to time of

day, by day parting you can:

o Win additional traffic at the same bid

(OR)

o Get the same level of traffic at a lower bid

Do your headlines...1. Grab Attention2. Screen & Qualify3. Sell the commitment to focus on the content4. Communicate the focal idea5. Establish Credibility

What type of Headlines are you using..?1. How-Tos2. Transactional3. Reason-Why4. Probing Question5. If-Then

If you haven’t already:Buy this and read pages 32-39.

*BE SURE TO GET OUR NATIVE HEADLINES FREE SWIPE FILE*

KILLER HEADLINES

Spending periods and budgetsAd Variations

Metadata!If you ask for the premium network, you’ll

still need to block a few viral sites.Submit your campaign in the later part of

the morning EST

OUTBRAIN

Longer Periods and

Bigger Budgets

$100/day vs. $700/week vs. $3,000/month.

For mature accounts that can still budget $200+/day:

Your real spend goal vs. what you input as a budget.

If you cannot budget over $200/day in OB, sit tight.

Ad Variations

More Is More.100 Ads per Campaign tends to be the sweet spot.

(Too little = algo’d out)

If you have to, even change just one word different

in your headlines.

Metadata + Relevant Content

• There is no category targeting in Outbrain

because they use the metadata of your

destination URL.

• No Metadata = no traffic.

• Little Metadata = little traffic.

• The same goes for having relevant editorial

content on your lander....

EXAMPLE OF EDITORIAL VS.Traditional lander

Premium still

includes some viral.

• You can request to be placed on the premium

network only.

• When you do this, it’s not a set it and forget it

situation however!

• Watch your campaign and block the viral sites

they will still serve you.

CAMPAIGN SUBMISSION TIMES• The later part of the morning tends to be the best part of the day.

• The review process is still manual, and they are backed up first thing in the morning.

• If you submit too early, you hit the traffic jam of the day’s new campaigns.

• If you submit too late (after 1pm PST), your review is pushed to tomorrow, and you hit

that same traffic jam of new campaigns.

Submitting over the weekend means waiting until Tuesday.

Ads Per/Campaign

Ask and you shall receive.

Categories that never work.

GEO strategy (if applicable to your offer)

Setup 1 Campaign per Category to start

RevContent

ADSPER/CAMPAIGN

5

Ask and you shall

receive.

There is already a Widget Black and Whitelist for every campaign type.

• If you make a decent deposit, your A/M will want to

help you.

• Ask for these widget ID lists and use them from day 1.

• Trade notes with others too (if you haven’t already).

*We are sharing our whitelist of HIGH CONVERTING widget IDs @ the booth.

Losing Categories to block.1. Social & Trending - Below Article

2. Social & Trending - Right Rail

3. Humor

GEO Strategy

• If your offer supports it, never launch with USA traffic

• Start on other Eng Tier 1s (AUS, CA, UK)

• Once you are converting, clone and create a USA campaign

Setup One Campaign

per Category

Selecting multiple campaigns can hurt the lifetime of the campaign• CTR may be strong only on a few categories

• The categories not performing will pull down performance,

and the Algo will stop serving the campaign’s ads as a result

Instead, setup one campaign per category• Isolate strong performing category/ad combinations on

follow up campaigns

Buy from several platforms in one UI

Access to things you cannot do directly.

An easy way to get a 2nd account.

Native adsPRESENTS “TITAN”

Access All From

One.On Deck

Things you cannot do

directly.

Day PartBulk Ad Upload

A4D CPA Optimizer

Ask A/M to place the JS pixel

Enter conversion URL in Titan

Titan will optimize to your CPA

goal by blocking traffic sources

and turning off ads.

*IMG Pixel in immediate roadmap.

Running Starts

Shared Widget ID White + Black lists

Pre-Blocked Categories

Pre-Blocked Publishers

Campaign Cloning (OB)

Lower testing budgets supported (RC)

MULTIPLE ACCOUNTS SUPPORT MULTIPLE

PUBLISHER BLACKLIST SCENARIOS

We also have rock stars that will setup

campaigns for you...

• We are not an “or” solution, we are an “and” solution.

• All of our most successful advertisers continue to use their direct

accounts in addition to using Titan.

• Double and Triple down!

We can also setup additional accounts for you with lower minimum

deposits to support advanced publisher blocking scenarios.

Already using ____? Get a 2nd Account.

www.nativeads.com

Jon@nativeads.com

www.nativeads.com

Snag our swipe file @ the PhotoBooth or head to

blog.nativeads.com/a4d/swipe-file/

Thank you