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In the dynamic world of digital marketing, while some concepts fade away, others rise to prominence, evolving and adapting to the ever-changing landscape: Native to search is one such concept. Though not entirely new, its resurgence in the limelight can be attributed to various converging trends in the digital arena. This is due to several factors, including the increasing popularity of bidding on keywords, the growing use and the increasing sophistication of native advertising platforms.
Search arbitrage operates on the principle of buying traffic and subsequently selling search ad outcomes, capitalizing on the price disparity to gain profits.
This process primarily occurs through parked domains, showcasing ads for which advertisers have already invested on platforms like Google, Bing, or Yahoo. If you’ve previously dabbled in search ads, you’ve likely come across these traffic inventory choices on platforms like Google Ads, Bing Ads, or Yahoo Ads.
Why is it Becoming a Buzzword Among Marketers?
Native to search arbitrage is a marketing strategy that involves buying native ads and then redirecting the traffic to search engine results pages (SERPs). This can be done by creating landing pages that are optimized for specific keywords and then using native advertising netowrks to drive traffic to those pages. Once the traffic arrives on the landing page, it is then redirected to the SERPs for those keywords.
This strategy can be used to generate leads and sales, as well as to improve website traffic and rankings. To be successful with native to search arbitrage, it is important to choose the right keywords, create effective landing pages, track results, and optimize your campaigns regularly.
Venturing into native to search arbitrage is akin to navigating a terrain with diverse challenges. Finding high-quality ads that connect with your audience is an endeavor in itself. It is important to write ads that are informative, persuasive, and well-crafted. And don’t forget to keep an eye on metrics like CTR, conversion rate, and CPC to keep your campaigns profitable.
Competition is fierce in the native to search at the moment, so make sure your prices are competitive, and your ads are top-notch. But remember, this isn’t a get-rich-quick scheme.
It takes time and effort to succeed and you need a bigger budget to start since you will be “burning” a lot of money in the beginning. Set realistic expectations and stay patient while experimenting with different verticals, keywords and targeting options.
In the competitive world of Search Feed Provider Networks, both Google and Yahoo/Bing have formed valuable partnerships to expand their reach. Google has partnered with ads.com, Tonic, Sedo, Domain Active, and System 1, leveraging their vast search platform to place ads accurately. Yahoo/Bing, on the other hand, has teamed up with Codefuel, Media.net, and Rise to ensure effective ad distribution. These partnerships enable targeted advertising and offer comprehensive features such as detailed targeting, robust analytics, and thorough reporting.
Let’s talk more about how search arbitrage works by showing you the two different funnel types that are commonly used with arbitrage:
*The important thing to know is that SERP pages (feeds) cannot be edited.
The quick answer is: Recognize the sweet spot between cost and revenue. That’s the essence of search arbitrage. Unlike lead generation campaigns, where results might take time, or brand awareness marketing with its abstract goals, search arbitrage is a direct game of numbers.
Precise tracking becomes paramount because of the proximity between the cost per click and the revenue derived from each click. Platforms like Voluum, Clickflare, RedTrack, and FunnelFlux play a crucial role. These tracking tools provide real-time data and analytics and offer insights into user behavior, sources of traffic, and optimization strategies. By utilizing these platforms, marketers can fine-tune their strategies, ensure profitable campaigns, and make informed decisions based on accurate data. With such precision, you can avoid operating in the dark, and in the world of search arbitrage, that’s a risk one cannot afford. So, the stress is on DATA.
When diving into the search arbitrage game, remember to choose captivating topics and keywords that will impress local audiences and dominate the global stage. Sure, Google and other search tools can help you find keywords, but you’ll need tried-and-true ones that generate traffic and perform exceptionally. Unfortunately, search arbitrage campaigns require a different set of keywords, and there’s no magical third-party tool to rely on. It’s all about trial and error, my friend, until you crack the code on those winning keywords.
Many media buyers rely on “best practices”, and these success stories really shine a light on what works best in the industry so far, but bare in mind that the competition among those best practices keywords is high, and if you jump in that pool you will be competing with someone who has already cracked the code of running successful campaigns.
Finding the right keywords can be tough, but here are some tips to help you choose the right ones and increase your chances of success.
We’ve got some tools up our sleeve:
Semrush is a paid tool that’s got everything you need. It’ll give you all the juicy metrics like search volume, keyword difficulty, CPC, and intent. It’s the complete package.
If you want something free, Google Keyword Planner is your buddy. It’ll give you similar metrics but is limited to keywords relevant to Google Ads. Still, it’ll get the job done.
Moreover, ensure your ads are relevant to your keywords and designed to drive traffic.
But wait, there’s more! Here are some tips for using Semrush and Google Keyword Planner:
So go forth, armed with these tools and tips, and find those finest keywords that’ll push your business to new heights. Happy hunting!
Selecting the right niche is pivotal for the success of any campaign. By honing in on the ideal niche, you not only increase engagement and conversions but also ensure growth and profitability. Explore these top niches and start your research:
Insurance: From health to home insurance, people always seek the best deals and information on coverage.
Online Education: Tap into the growing demand for online courses and degrees.
Legal: Target keywords related to legal advice and attorney services.
Internet & Telecoms: With a constant rise in internet use, topics like web hosting, VPN services, and telecom packages are always in demand.
Automobile: Stay up to date with buying new cars and the latest electric vehicle technology.
Fitness & Health: This sector never goes out of style, from diet plans to workout routines and health supplements.
Choosing the right niche is only the beginning. Dive deep, research, and refine your keyword strategies within these niches to maximize your arbitrage success.
We know that native ads fit naturally into the platform they’re on, making them less pushy and more clickable. This is evident in the market’s robust growth. According to the Business Research Insights report: the global native advertising market was valued at USD 85.3 billion in 2021. Predictions are that it will reach USD 189.568 billion by 2028, with a yearly average growth rate (CAGR) of 14.24% during that time.
Outbrain is a popular native advertising platform that allows businesses to create and distribute native ads across a variety of websites and apps. Outbrain’s native ads are designed to blend in with the surrounding content, making them more likely to be clicked on by users.
Taboola is another popular native advertising platform that offers similar features to Outbrain. Taboola’s native ads are also designed to blend in with the surrounding content, and they can be distributed across a variety of websites and apps.
Consider the intent of the searcher. When choosing keywords, it’s important to consider the searcher’s intent. Are they looking for information? Are they looking to buy something? It’s all about giving people what they want.
Revcontent is a native advertising platform that focuses on providing high-quality content to users. Revcontent’s native ads are designed to inform and interest readers and are often placed alongside other finest content.
Yahoo Gemini is a native advertising platform that allows businesses to create and distribute native ads across a variety of Yahoo properties, including Yahoo Mail, Yahoo Finance, and Yahoo Sports. Yahoo Gemini designs its native ads to blend seamlessly with the surrounding content, increasing the likelihood of user clicks.
Nativo is another native advertising platform that focuses on creating native ads integrated with the surrounding content. Nativo’s native ads are designed to be seamless and non-intrusive and are often placed alongside other integrated content.
Mgid helps you reach your target audience in a relevant and engaging way. Their ads are displayed on publisher websites alongside search results, ensuring that they are seen by users who are actively searching for information or products related to the advertiser’s business and they do have a team that is dedicated to N2S activities as well.
These are just a few of the many native platforms that are available for native to search advertising.
We cannot but mention Social to Search as a subset of native to search that uses social media platforms to promote content that is relevant to search queries. We’ve previously delved into topics like Facebook to Search and TikTok to Search in our earlier blogs. Keen to explore more? Dive into our past articles to gain a deeper understanding.
When choosing the right native platform, it is important to consider the following factors:
Here are some additional tips for selecting a native to search platform:
Unlike traditional ads that often interrupt the user experience, these ads blend seamlessly with the platform they appear on, ensuring a non-intrusive but effective presence. However, to maximize their impact, it’s vital to strike the right chord with the audience. Here’s how:
Leverage High-Quality Visuals: It’s necessary that your native ads are visually attractive. High-quality images and videos aren’t just a ‘nice-to-have’ – they’re crucial. They grab attention, make a lasting impression, and significantly influence the viewer’s decision to engage.
Craft Persuasive Ad Copy: Clarity and conciseness are your allies. Your ad copy should succinctly convey your offering, resonating with the reader’s needs and desires. It’s an art to tell a compelling story in a few words, but it’s one that can drive conversions.
Incorporate a Robust Call to Action (CTA): This isn’t just about telling viewers to “click here,” It’s about creating a sense of urgency, making them feel they might miss out if they don’t act. Whether you’re asking them to discover more, sign up, or purchase, your CTA should be potent, clear, and aligned with your objective.
On the left, we have an example of a good advertisement. Not only does it boast a sharp photo that grabs attention, but it also creates a sense of urgency with its “last minute deals” message. Furthermore, it provides a strong call to action that compels the audience to take action.
On the contrary, the ad on the right serves as an unfortunate example of what not to do. The photo is of poor quality and doesn’t truly represent the offer, making it misleading and less likely to draw viewers’ interest. Additionally, the ad copy lacks compliance as it falsely claims the presence of “free cruises,” leading to unrealistic expectations.
Remember, the essence of native to search lies in its seamless integration. Your ads should not feel intrusive but blend organically with the platform they’re on while standing out enough to prompt user action.
Mastering native to search advertising requires a blend of subtlety and assertiveness. When done right, it can transform user engagement and drive remarkable results.
Tracking the results of your native to search arbitrage campaigns is crucial for success. Discover what strategies are working and which ones are falling short. By actively monitoring, you can fine-tune and enhance your campaigns to achieve exceptional outcomes.
Metrics to Measure:
In the dynamic world of digital marketing, native to search arbitrage stands out as a potent blend of the aesthetic appeal of native advertising and the targeted precision of search engine marketing. It reaches the right audience, seamlessly integrates with the content they consume, and drives meaningful engagements, leading to increased conversions.