Proper Coding of the Site Helps Native and Organic Optimization

Native advertising has been working incredibly well for many advertisers. Because they are seen in the main content or embedded into the main content, it can often work just as well as display ads (if not better). It can also be a great way to generate an additional revenue stream if you are a publisher. However, it is important that you get the coding correct to get the most of out of your native campaign.

If you are a publisher, you have to double check to make sure that your native ads are displaying correctly. Native ad networks will usually give you a javascript code that you can plug in somewhere on your page. In some cases, you will have to work on making sure it is being displayed in right areas of your website. From there, you will want to optimize which placements result in the most clicks.

If you are an advertiser, you will want to have your own format to customize how your ad looks. If you are looking to use native ads on mobile apps, then you’ll need to use the right coding to ensure that your native ads are setup the right way so that your ads are displayed the way you want. You also need to ensure that they respond correctly – this meaning that they should correctly report impressions, clicks, and custom click actions.

But what does all this have to do with SEO? Many advertisers are using native advertising as one of the main ways to accelerate their content marketing campaigns.
They can get their native content ad to get shown to the right audience so that they can get targeted prospects into their funnel. These prospects will also follow them on social media and share their content. This is a great channel if the advertiser does not have a large social media following to leverage their content marketing efforts.

The whole strategy works because many native ads are shown as links that display in related articles. The user has already shown interest in the specific theme of the website or has already started reading about a topic that is related to your business. If you’ve done your research and have come up with topics that is highly of interest to your target audience, then it’s likely that the user will naturally click to your native ad.

One thing that may be dangerous is to use native advertising as a way to build links. History has shown that Google strongly discourages ‘pay for link’ programs of any kind. It may seem like a good idea to use the native networks to get your content and links placed on as many websites as possible, but that may hurt you in the future.

The bottom line is that native advertising can be a great way to accelerate your content marketing and SEO. You just need to make sure that the code you are working with is set up properly and that you are using this channel with the right mindset. This is essential to getting your ad displayed and performing the way you want it to be.

Goran Paunovic

Goran Paunovic is a creative director at ArtVersion Interactive, web design company and full service creative agency.

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