Native advertising, or would you prefer branding campaigns?

In this episode, Jörg Dennis Krüger shares his opinion on "Native-Advertisement". Does he think much of it? What are his experiences and observations? You can find his tips and recommendations in today's episode of the Conversion Hacker Podcast.


Hey, my name is Jörg Dennis Krüger, and as my make-up artist at reception has already said:

Yes, I am the Conversion Hacker. Welcome to the new edition of the Conversion Hacker Podcast! 

I'm delighted that so many people have switched on their devices again. Today's topic is native advertising. Because we see native advertising for native advertising everywhere. No, I see ads on Facebook and on Instagram and on LinkedIn, perhaps also for native advertising. What is native advertising?

Native advertising is advertising in content environments. So what you know: under an article in Spiegel, Zeit or FAZ or similar, there is advertising underneath. As native advertising, I constantly see something like: "The Chinese trick for detoxifying the body", and some strange feet with onions underneath or something like that. But yes, this is also used for more serious offers. And that's the environment in which they take place, under these content, editorial contributions. 

Funnily enough, LinkedIn and XING advertise on Facebook and Instagram, which gives a deep insight into how good their reach is. But whatever. With advertising on the networks, it's often like, "Wow, native advertising, that's your booster so you can get more conversions, so you can really get a lot done." And I have to say, "No, you can't!" I've tried this so many times for different products, B2B, B2C, you name it. Ultimately, they're trying to use a similar algorithm to Facebook or Instagram (which is the same advertising network). 

So they try to optimize for conversions when they have enough conversions. But you have to spend a bit of money first, because the clicks are relatively expensive. And the people who click on them are just reading specialist articles of all kinds. It's perhaps also a very strange target group, because who really reads these articles on Spiegel and FAZ and I know what else? And then they should just buy them. But they just don't do that, they're not addressed again in a big way. At best, you could address them via other networks. But this advertising format is relatively inconspicuous. And yes, sometimes it doesn't click that badly, but it delivers an incredible amount of garbage traffic.

Every campaign I've seen so far has had national rates of 90, 95 percent because the users are obviously just not the right ones. They click on it for whatever reason. Maybe because they think it's a specialist article, it's an editorial article in Spiegel, FAZ etc. And people are then surprised that a product is being advertised there, or a landing page for whatever. Yes, that explains why it might not work so well. 

Yes, and in this respect, my experience with native advertising is useless from a conversion perspective. From a branding perspective: I don't believe in branding campaigns at all. Branding and that kind of thing is really a topic for budgets in the millions and actually a topic from times gone by. In this respect, no, native advertising campaigns are not really suitable for normal online stores. 

But if someone wants to show me a campaign that went really well. Or a campaign that went really well, where you can say that you had a sensible ROAS or something similar, that you really sold something, then I would be delighted to receive an e-mail at Because I really want to see that. And then let's talk about it here in the podcast or in a live stream, wherever. And now I've just said an e-mail address, Give me feedback, give me input, fill me up. I want to know what topics interest you, what topics are we currently struggling with? What do you think of my podcast? What would you like to find out here? Give me some input. Of course, I'm always happy to receive ratings on Apple Podcasts or subscriptions on Spotify and Apple.

So take care, see you next time! Your Jörg Dennis Krüger.

Write a comment