Entrepreneur and founder of PurpleBlack, an international, award-winning native advertising agency.
Millions of online businesses now exist worldwide, meaning e-commerce is booming and online ads are aplenty. The problem? People are repeatedly exposed to similar ads, which often leads to ad fatigue and the struggle for e-commerce businesses to stand out with relevant ad campaigns.
In this article, I’d like to share my take on how businesses can work against ad fatigue.
Current Fatigue Issues For Online Businesses
Ad fatigue is when consumers have been exposed to similar ads with similar products over a long period of time. As a result, those consumers become less responsive to the ads and oftentimes will even ignore them. This makes it harder for business campaigns to remain effective. E-commerce businesses nowadays have a more difficult time not only reaching their target audience but keeping them engaged and generating new buyers.
What Can E-Commerce Businesses Do Now?
To combat ad fatigue, you can take multiple steps. One would be to limit your ads overall and instead invest in high-quality content that provides value to your readers and guides them through the funnel. You could also test different ad placements or put your focus on user-generated content (UGC).
Another solution I’d recommend is parceling out your paid marketing to different ad channels, including native advertising platforms. This way of advertising—creating paid ads in the form of articles—can help you expand your reach because native advertising platforms allow you to place your paid content on websites beyond just Instagram or Facebook.
Tips For Getting Started With Native Advertising
As the founder of a native advertising agency, I’d recommend taking these three considerations into account when getting started with your native advertising efforts:
Ensure your product is suitable (and ready) for promotion.
This may seem obvious, but it’s important to have realistic expectations. Before you do any advertising, you need to make sure your product or service functions well. If your product or service has already been successfully run, there’s a better chance of your native ads working, too. On the other hand, if you hope to streamline a product that has not yet sold well, native cannot magically make that happen.
Choose your target audience and native platform.
Once your product is ready, you need to define your target audience. Just as with any other type of ad, native ads require specific targeting if you want your efforts to be successful. If your goal is to expand your customer reach, you can do that by widening your focus of the advertorial—for instance, to reach women and men above 40. On the other hand, if it makes more sense to speak to a narrower group of people—say, women in their 30s—you can put that in the headline so that particular group feels spoken to immediately.
Your platform for publishing should be chosen based on your skills and requirements. For example, if you are inexperienced and just starting with native advertising, you’ll want to choose a simple-step platform that is not as detailed as others and doesn’t require complex background knowledge. Popular platforms are Taboola and Outbrain.
Define the purpose of your advertorial and start writing.
You need to set a clear goal and purpose for your ad. For instance, say you would like to sell your company’s insurance plan to men above 40 who have families of their own. Once this framework is done, you can start writing your advertorial based on your goal. This needs to include a catchy headline, a problem that the target audience likely experiences and, finally, how your product or service can solve that problem.
Ad fatigue might still be here even in the years ahead, but with simple changes, such as expanding your marketing efforts to an alternative ad platform, you can ensure a more streamlined ad campaign and secure a wider audience for your business.