*Don’t use these images, these are for illustrative purposes only
Most if not all of the major Native Ad Networks like Outbrain / Taboola / Revcontent And Yahoo make the advertiser pay on a CPC (Cost Per Click) basis vs CPM (Cost Per Milli) basis.*
*(You can buy traffic on CPM pricing from the above native networks via a DSP, however in our experience, the performance is worse. Also, you do not get the one to one relationship with the above account reps at the native ad networks that can give you invaluable insights as to best native ads practices.
It is imperative that the performance media buyer maximize the CTR (Click Through Rate) of the native ads while targeting the ideal audience for their offer though both image and headlines.
Here is a guideline of what a media buyer should aim for CTR on native ad networks in general.
| Native Ad CTR | Results |
| < 0.1% | Low CTR = you will need to bid high possibly overpaying for traffic |
| 0.1% – 0.5% | Avg CTR = lower the #, more you will need to bid |
| > 0.5% | High CTR = You will be rewarded with cheaper clicks (Be careful of using super clickbait images as that will lower your conversion rate) |
Here are some live examples of native ad creatives that both achieve a high CTR and targets the ideal audience.
Website: MSN.Com
Ad Network: Taboola
Geo: USA
Device: Desktop
Browser: Edge
Native ads with people’s faces will normally produce a higher CTR as it makes the offer “relatable” for the target audience.
Using stock images is not recommended as it leads to a lower CTR since the stock image does not stand out.
Since audience targeting is not available on native unlike Facebook, both using a picture of the ideal customer combined with a filtering headline such as “Over 55 For Walk In Tubs” will produce the best balance between achieving a high enough CTR combined with a high enough conversion rate to make the campaign profitable.
Website: CNN.Com
Ad Network: Outbrain
Geo: USA
Device: Desktop
Browser: Edge
By using an image that is again “relatable” to the target audience which are 60 year old and above, this will ensure that the right audience is targeted for this weight loss offer.
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