Native Ads vs. Google Search Ads

Presenter: Marcel Zattler - Founder of Purple Black (Native Advertising Agency)

Introduction

• Topic: Comparison between Native Ads and Google Search Ads
• Platforms Covered:
  • Native Ads: Taboola, Outbrain, Yahoo Gemini
  • Google Search Ads: Part of Google's diverse product palette

Google Search Ads

• What Are They?

  • Ads shown based on keywords typed into Google search engine
  • Results include both paid ads and organic search results

• Advantages:

  • User Intent: Users know what they are looking for
  • Simplicity: Easy to set up; users type in keywords and get relevant results
  • Conversion Probability: High for users searching for specific products, especially with terms like 'discount' or 'offer'

• Disadvantages:

  • Pull Marketing: Requires users to actively search using specific keywords
  • Scalability Issues: Difficult to scale up to high budgets (e.g., $10K/day) in niche markets
  • Broader Keywords: Lower conversion rates as the keywords get broader

Native Ads

• What Are They?

  • Ads that appear in a format native to the platform they are on, generally at the bottom of news pages or as editorial content
  • Work on a push marketing model

• Advantages:

  • Scalability: Can scale up to $50K-$60K per day in one country
  • Broad Reach: Targets a broad audience, introducing the product to people who might not know they need it
  • Cost-Effective: Generally cheaper per conversion compared to Google Search Ads

• Disadvantages:

  • Complex Setup: Requires a well-built funnel, including ad creation, editorial content, and offer pages
  • Expensive to Start: Higher initial costs compared to Google Search Ads
  • Lack of Interest-Based Targeting: More work needed to identify and highlight the problem to the audience

Funnel Differences

• Google Search Ads:

  • Bottom of the funnel
  • Users are close to making a purchase
  • High conversion rate if users find the best offer

• Native Ads:

  • Top of the funnel
  • Users may not know about the product or even their problem
  • Requires editorial content to inform and persuade
  • Copywriting is crucial for conversion

Complementary Use

• Combined Strategy:
  • Using both Native Ads and Google Search Ads can be beneficial
  • Native Ads build brand awareness and drive initial interest
  • Google Search Ads capture users who later search for the brand or product

Conclusion

• Final Thoughts:

  • Both channels have their unique strengths and are not mutually exclusive
  • Ideal to use them in tandem to maximize reach and conversion

• Call to Action:

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