Native advertising or rather branding campaigns?

In this episode, Jörg Dennis Krüger shares his opinion on “native advertising”. Does he think anything of it? What are his experiences and observations? You can find his tips and recommendations in today's episode of the Conversion Hacker Podcast.

TRANSCRIPTION OF THIS EPISODE OF THE PODCAST

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

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

I'm very pleased that so many people have tuned in again. Today we're talking about the topic of “Native Advertising”. Because everywhere we see native advertising advertising for native advertising. No, I see advertising on Facebook and Instagram and LinkedIn, maybe 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 something similar, there is advertising underneath. As a native advertisement, I constantly see something like: “The Chinese trick for detoxifying the body,” and some weird feet with onions underneath or something like that. But yes, this is also used for more serious offers. And that is the environment where 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. When it comes to advertising on the networks, it is often similar to: “Wow, native advertising, this is your booster so that you can achieve more conversions so that you can really achieve a lot”. And I have to say, “No, you can’t!” I’ve tried this so many times for different products, B2B, B2C, whatever. Ultimately, they are 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 little money first because the clicks are relatively expensive. And the people who click on it are just reading specialist articles of all kinds. It's perhaps a very strange target group, because who really reads Spiegel and FAZ and I know what, these articles? And then they should just buy it. But they don't do that, and even then they won't be spoken to again. At best, you could approach 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 federal rates of 90, 95 percent because the users obviously just aren't the right ones. They click on it, for whatever reason. Maybe because they think it's a specialist article, it's an editorial article at Spiegel, FAZ and Co. And then people are surprised that a product is being advertised there, or a landing page for whatever. Yes, that explains why things might not be going so well. 

Yes, and in this respect my experience with native advertising is of no use from a conversion perspective. From a branding perspective: I don’t believe in branding campaigns at all. Branding and things like that are really a topic for million-dollar budgets and are actually a topic from times gone by. In this respect, no, native advertising campaigns cannot actually be used for normal online shops. 

But if someone wants to show me a campaign that went really well. Or a campaign that ran at all, where you can say that you had meaningful ROAS or something similar, that you really sold something, then I would be happy to receive an email to jdk@jdk.de. 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 email address, jdk@jdk.de. Give me feedback, give me input, fill me in. I want to know, what topics are you interested in, what topics are we currently having problems with? What do you think of my podcast? What would you like to find out here? Gives me input. Of course, I always look forward to being rated on Apple Podcasts or with subscriptions to Spotify and Apple.

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

Write a comment

Free for owners and marketing managers

of online shops with more than 100,000 euros in sales per month

Get a book