About Eric Cholette-Dufour

Entrepreneur and Founder at Planning Media, an internet advertising company that helps ad agencies and businesses to acquire, maintain, and retain customers via the internet. I am passionate about internet/digital/mobile advertising, and aviation. Everything is managed by data and passion: internet campaigns & aircraft.

Native Ads: New Buzzword, Old Concept.

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Native ads is a new buzzword that seems to be very popular these days. Especially since Facebook has turbocharged its advertising model with this new channel.  But Facebook isn’t the only one moving forward with this concept; all major newspapers are implementing native ads channels along with Twitter, Yahoo and Google with its +Post Ads.

The term “Native Ads simply refer to promoted or paid content. Even though the term has became a buzzword, it is simply an advertorial. So, if you look back at the media history, it is not a very new concept, just an old traditional media channel that has been rejuvenated with a social and data layer.

I recently attended a SEMPO Canada event organized in Montreal. The subject of the conference was Native ads. Here are some of the key points that came up:

Content matters. The context matters even more.

We used to (and still) deliver display and text ads based on audience/page/site content.  With native ads, we have to look at the context to which our ads will be published. It is important to not just look at the on page keywords or theme in an automated way. We have to take a closer look at the actual context to which the on page keywords or theme are published (tragic news, product banned, or destructive critics).  In any cases, make sure the context is useful and serve your strategy.

Ad formats are different.

As PPC Managers, we are used to the regular text ads limitation, display ads formats, and Facebook more traditional right hand side image & text. Depends on the publisher, your native ads become a deep content research with talented copywriting, careful image selection and getting ready to respond to comment (if a social feed is attached to your paid content). This brings new challenges to campaign managers including better copywriting and research.

Mobile Success

Mobile advertising has been a huge challenge for marketers. The 320×50 banner is simply not cool! Native Ads are part of the content and get a much better click-through on mobile devices.  You can leverage powerful converting mobile campaigns using this channel without compromising the user experience or getting irrelevant clicks because someone accidently clicked on the bad positioned 320×50 mobile banner.

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A whole new level of ad engagement.

native-ads-3If you have been using the newsfeed ads on Facebook, you probably have noticed that people have the opportunity to like your ads or even comments and share them. This brings a new level of interaction with users and also a brand control over who shares and what are the comments. Depends on the product or service you sell, you might not want to have people commenting directly on your ads.

It is the same story for newspaper native ads. Once published, users can provide feedback. If the context is not right, the content is not well produced and you do not have the resources on your side to reply to comments, it can end up being a bad brand experience for the users.

It is definitely a channel you want to explore.

Let’s face the true; since Facebook has introduced the newsfeed ads, we don’t really see the value of the right hand side ads unless they are delivered into a remarketing campaign. Native ads on Facebook have changed the way content and social media connections are used by marketers. We see Facebook campaigns with +1% CTR and much higher conversion rates. Twitter is also a great source for native ads campaigns. For those of you who watch the 2014 Superbowl both on television and Twitter, Budweiser did a very good job at promoting a series of contest on twitter leveraging a massive reach using the hash tag #SB48.

Data, analytics, and optimization.

Of course one of the massive changes from the old fashion advertorial to the native ads are data and analytics. Marketers have the opportunity to measure and optimize  (the same way we do for our PPC programs). The only difference is native ads are embedded into content. People can consider them as regular content and comment or share. It makes optimization achievable but less responsive and you have to spend more time into the research and planning to increase to a maximum your chances of targeting the right mix (context/content/audience/destination).

In conclusion, native ads are great and powerful, but as internet marketers, we need to adapt to include more contextual data, improve copywriting and being more responsive in the case of comments and share. Remember, native ads are paid pieces of content, not actually “ads”. It does make a huge difference for the user.

Stop Being Sad and Use the Facebook Custom Audience

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For us who manage complex multi-channels PPC campaigns, the Facebook custom audience is as awesome a tool as we could ask for!  It allows us to create highly targeted audiences based on specific actions or content that we actually control instead of a post written on a page by a user or some unverified information….

Mobile Display Adverting – A Direct Response Game

 

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I recently gave a presentation at the Montreal Google Office for a SEMPO CANADA meeting on Mobile Display Advertising. I’ve outlined the key elements of maximizing your chance of success with prospecting potential leads using mobile as an advertising channel here.

Quality Score: Priority or Main Objective?

keepcalmjobI was recently at the Google Office for training on the Quality Score. I was not really motivated to follow this education session since I consider myself pretty savvy on this specific subject. However, the 3-hour session was very interesting since it brought me back to the basics of Quality Score and the priority we should attribute to this kind of metric.

Here is a short review of what learned….

Campaign Setup: The Perfect Architecture

PPC campaign setupHave you already set up a campaign that’s a hit from the very start? The kind of campaign where your campaign architecture is so well planned that as soon as you create your first 5 day report, the campaign has all the metrics you need to optimize for the real deal (Lower CPA / Increase Conv. Rate).

We recently did some research on how to reduce time-to-REAL-optimization and time-to-success. Here’s what we found out:…

Finding and Optimizing Purchase Behavior Using Custom Attribution Models

ppc-attribution-modellingWe recently had help from the Attribution feature in Acquisio to try to outsmart the market in a specific and very competitive industry: New Condos Marketplace. The campaign was targeted to Montreal and was promoting a new condo project.

The challenge we had was to build a new strategic way to buy media on a performance basis given a medium to long-term buying cycle (Condos purchase can take from six months to a year). As most of the players in the industry are simply investing their entire budget in Adwords Search and Adwords Remarketing creating a massive increase in CPC, we decided to reverse engineer the market trend and find a path to invest more wisely across search and display with the data we had on hand….