How to run Native Ads as a publisher.

What are Native Ads?

Naive email newsletter ads are a form of advertising designed to blend seamlessly with the content and format of the email newsletter. These ads are meant to appear as an organic part of the newsletter, often matching the style, tone, and voice of the surrounding content. The goal is to provide a more relevant and less intrusive advertising experience for the reader.

Native email newsletter ads include sponsored content, such as articles or stories, promoted products or services, or other types of ad formats that fit the context of the newsletter. These ads are typically labeled as "sponsored" or "promoted" to maintain transparency and ensure the reader understands that it's an advertisement.

Compared to traditional display ads, native email newsletter ads tend to generate higher engagement and click-through rates, as they are less disruptive and more closely aligned with the interests of the newsletter's audience.

All ads come with three key components:

  • Tracking link
  • Advert creative
  • Advert copy

As a publisher, you take these three components and integrate them into your newsletter matching the style and design of your newsletter.

You can see some native email advert examples here.

How does the payment model work?

When running native ads in newsletters on a Cost Per Click (CPC) basis, the advertiser pays the publisher for each click generated by the ad, rather than paying for impressions (views). CPC is a performance-based pricing model that is widely used in digital advertising, including native advertising.

In the context of native ads, CPC works as follows:

  1. Advertiser and publisher agreement: The advertiser agrees on a CPC rate for the native ad placements. This rate is the amount the advertiser will pay for each click on the ad.
  2. Ad creation and integration: The advertiser creates a native ad that matches the newsletter's content and style. The ad is then integrated into the newsletter, often with a clear indication that it's sponsored or promoted content.
  3. Distribution and tracking: The newsletter, with the native ad included, is sent to subscribers. The PostApex provides click tracking on the native ad using analytics tools and tracking pixels.
  4. Performance and payment: PostApex calculates the total number of clicks generated by the native ad and multiplies it by the agreed-upon CPC rate. This amount is then billed to the advertiser and paid out to the newsletter.

CPC native ads are an attractive option for advertisers because they only pay for actual engagement (clicks) rather than simply ad views. This pricing model encourages the creation of high-quality, relevant ads that resonate with the newsletter's audience, resulting in a better return on investment (ROI) for the advertiser and a more engaging experience for the readers.

How do I get started?

Login to your account and then head to Adverts -> Native Ads

Click Open Advert to view the advert components:

  • Tracking link
  • Advert creative
  • Advert copy

Copy the tracking link, the advert copy and download the advert creatives.

Insert these into your email service provider (e.g. Mailchimp), styling the advert to match your regular newsletter content.

Make sure you connect the tracking link to the advert correctly.

How do I see the advert performance and how much I get paid?

To see the performance of the ads you've run, you can log into your PostApex dashboard.

Once you log in to your dashboard, you'll be able to view real-time data on how the ads are performing, including metrics such as impressions, clicks, click-through rates, and revenue earned. You can also view reports that provide insights into which ad creatives and placements are driving the best results, allowing you to optimize your campaigns for better performance.

In addition to the PostApex dashboard, you may also be able to view ad performance data from your email service provider (ESP). It's essential to regularly review and analyze your ad performance data to ensure you're maximizing your revenue and delivering the best possible user experience to your subscribers.

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