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How to Write Native Ad Copy that Drives Clicks

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How to Write Native Ad Copy that Drives Clicks


You have probably heard over a million times that using ads is the quickest way to drive clicks and revenue.

But with 42.7% of online users using ad blockers and 90% saying targeted ads are annoying, it means that the amount businesses spend on ads ($634 billion) annually isn’t generating the much needed ROI.

So, what’s the solution for businesses that want to continue using ads to drive clicks or increase conversion? Native ads.

Native ads are a unique, less-intrusive group of ad that imitates or easily integrates with the look, feel, function, and style of the website or platform that they appear in. They mostly appear as organic content, even though stated as ads.

You can find them on social media feeds, search engines, and blog posts. An example would be sponsored articles, content recommendations, and search and promoted/sponsored listing, like in the example below on Amazon.

But why are native ads better than other types of ads?

  • Consumers love them. They look at these ads 53% more compared to display ads.
  • Apart from generating an increase in visual engagement, native ads affect purchase behavior. They lead to an increase in purchase intent (18%).
  • Fights ad fatigue by easily engaging with the audience.

As you can see, the benefits of using native ads are immense, and much as they look like regular content, they are still ads. That means how you craft them is important if you want your audience to listen to what you are saying. With that said, let’s jump into the specifics of writing click-worthy native ads.

1. Have an objective

Different businesses have different objectives. So depending on where you are on your online marketing journey and how your customers know you, your reasons for running a campaign may range from brand awareness, driving traffic to your site, or improving conversions.

The first step is to come up with your native ad objectives. Once you have singled out the response you expect from people when they see your ad, you can now create copy and visuals that correlate to that objective. If you have two or more objectives, then you may need to create different native ads.

That means a copy you create to drive more app installs should not be also used to drive clicks or more traffic to your site. Different objectives will require different copies and visuals. By taking care of your objective, you are ready for the next step.

2. Use numbers

People love empirical evidence, and when you incorporate facts, hard data, stats, and numbers into your copy, it can make your audience easily trust you. Incorporating numbers in ads make them more credible.

Studies show that as little as 2 out of 10 people that read headline copy will read the rest of the copy. If you want to register more engagement in your ad, numbers must be your friend.

For example, this ad is very effective. The headline tells us what to expect before we even click on it.

There could be other factors or things involved, but displaying the figures first keeps it ahead of other ads as it gets to the point quickly and shows some positive connection between what is offered and what is expected.

3. Incorporate CTAs

The number one reason for creating ads is to make people convert. Similar to any other content, once consumers have been hooked by the valuable content in it, they need to know the next cause of action to take. This is why you should incorporate CTAs in your native ads.

In your CTA, ensure you offer something that your competitors don’t. Alternatively, you can tweak your CTAs by rephrasing your words or changing the position of the arrow in your CTA buttons. For example, Micheal Aagaard, when working with Unbounce, registered a 90% improvement in click-through rates when they used first-person phrasing in their CTAs.

Here is an example of a well-written CTA on an ad.

This bit has to generate a positive effect. Remember that you are creating the ad to lead people to your CTA and eventually convert.

4. Create curiosity

Humans are curious individuals, and in marketing, feelings play a critical role in influencing consumers’ purchase decisions. To quench consumers’ thirst for knowledge, tapping into the curiosity gap in your ad is an exciting way to drive clicks and grow sales.

Let’s look at this ad from LinkedIn.

Do you see how it is asking a burning question facing most people visiting LinkedIn? Besides, the statement “browse the latest open jobs” helps viewers connect the dots (discover the answer). Looking at this ad, it is hard for a reader not to click through it.

Leveraging curiosity has several advantages.

Creating curiosity calls for you to go beyond what your audience expects. You can achieve this by starting a story but not finishing, talking about the future, or writing a mind-blowing conclusion.

5. Be concise

There is too much distraction online. If you want to capture and even keep your prospect’s attention, ensure your copy gets to the point quickly. Good writing skills are important here.  

Some factors to consider when writing your native ad copy are

  • Avoiding inappropriate phrases, industry jargon, words, or images, that might throw off consumers.
  • Writing short and snappy sentences. Remember, you have less than eight seconds to capture the attention of your visitors.
  • Breaking up your text using bullet points and images so that they are easier to read and less distractive.
  • Back-up any claims

Conciseness makes your ad more persuasive. As a result, every word should count. Besides, remember to convey a sense of urgency. Implementing these will make consumers easily commit to engaging with your content and take action.

6. Offer value

When writing an ad copy, you may be tempted to talk about your business, what it does, and its functions. However, consumers don’t care about that even if they have engaged with your company a million times. They only want their problems solved, as Daniel Bustamante says:

Nobody is going to click on your ad because they want to learn about your company. Nobody is going to click on your ad because you worked for several years to build your product or service. They will click on it because you have a solution to their problem.

That is why your message has to be about them. Avoid hard selling. Try to show the customer how using your service will take away their problem or make them a better version of themselves.

Here are the things to include in your copy.

  • Impacting visuals
  • Discounts and promotions
  • Only show benefits in your copy

Your goal is to sell to the customer what they are looking for, not how great your product is, and that requires you to include the most appealing things that consumers want to see and the action you would want the consumer to take.

Conclusion

Marketing to modern-day consumers is an uphill task. Consumers today have become sophisticated. Many loathe seeing ads. Their attention span has diminished. On top of that, there is way too much noise as the market is flooded with a plethora of ads.

To drive sales or click, you must be extra smart. The best way is to use native ads to promote your offers. Be it on social media, websites, or search engines, native ads can help you increase the number of clicks on your ads without being intrusive. Use the tips above to easily create native ads that can drive clicks and results.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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