We have updated our recommended practices in our platform to help you make sure your sites and campaigns are optimized to maximize traffic.
When you first upload a campaign, your campaign is put through what we call the “discovery phase”. During this period, the system reads the content of your lander and places your ads on publishers who are related to the topic of your lander.
Each ad uploaded is given a certain number of impressions, and the resulting stats are checked. The system then picks a winning ad and reduces traffic to the rest. This is done so that we can establish a baseline CTR, and make sure only the best ads run.
For best results, you should:
- Limit the number of ads in your campaigns to 5
- Limit the number of campaigns you set live at the same time to 5
- Set up your website metadata so that your site is easily categorized
- Promote only one website on each Native Ads account
We’ll explore these strategies in more detail below.
The discovery phase tests each ad in your campaign for a baseline CTR by giving each a certain amount of impressions. The more ads you upload, the longer it takes to get the needed impressions. So we now recommend restricting your campaigns to five ads each.
For example, suppose the average ad needs 1000 impression to establish its baseline CTR. A campaign with 5 ads would need 5000 impressions; a campaign with 100 ads would need 100,000 impressions.
Due to the current volume of campaigns on Native Ads, if you have too many ads, they may not pass the discovery phase and never get traction on Native Ads.
It is true we used to recommend the practice of running 100 ads per campaign, so you could test for a winning image/headline combination. However, today we find that limiting the number of ads submitted at once is a more effective strategy to maximize traffic to your campaign.
However, testing ads is a vital part of maximizing your traffic, so we highly recommend to submit an additional 5 ads every seven days. This practice will ensure that you are finding the right ads with the highest CTR.
Similarly, we recommend that you limit the number of campaigns you set active to only 5 campaigns at a time. Once you upload five campaigns, wait a couple days for your campaigns to be approved, and get some traffic, before you set any more campaigns active. This helps the campaigns pass the discovery phase before your other campaigns begin competing for those impressions.
For your Native Ads campaigns to be properly optimized, it is highly recommended that you set up metadata on each landing page you are promoting.
Native Ads uses metadata to determine which publishers your content is most likely to be successful on.
For example, if we see the words travel, flights, and hotels in your metadata, we will likely show your website on sites in those macro-categories, as well as in micro-categories that are associated with those macro-categories.
To learn more about the specific types of metadata you should set up, click here.
Publishers are very active in blocking ads, campaigns, and accounts. Think of every new account as a fresh slate – its ads can run on any publisher in our network. But as time goes on, individual publishers may request that Native Ads block your content from their website.
Publishers issue blocks for a variety of reasons. The most common are:
- Ads are too mature or inappropriate to their audience
- Landing page is too “sales orientated”
- Website contains too many advertisements or not enough content
- Website contains offensive advertisements
If you get a block on an account level, ads from your account will not show up on the property of the publisher who asked for a block ever again. This means that if you were promoting five websites on your account, a block against one may apply to the other four.
So be very careful about what you run under one Native Ads account. A single ad with iffy content could affect the performance of all of your other ads and campaigns, even if those other campaigns are completely clean and optimized.
Our advice is to keep each property you buy for in a different account. Advertisers can create as many Native Ads accounts as they want. That way, the penalties and blocks gathered by any one website can’t affect others.