What's programmatic advertising? How do you run your native ads across hundreds of publishers' websites from one interface? What solutions do advertisers use to run their native ads at scale? Find the answers in the lesson.

Watch the lesson to see the difference between DSPs, DMPs, SSPs, and ad exchanges.

Meet the major native ad platforms and pick the one that's right for you.

Native ad platforms or DSPs? When do you choose one over the other? We explain how to choose between these solutions and where you should start.

Regardless of your choice, you can also add an automatic optimization platform to your tech stack. With it, you can set rules and alerts that will help you to stay informed of all the campaign issues, react promptly, or even make adjustments without any manual effort.

It’s no secret that different ads show different performance depending on the industry. For every niche, there are also certain content formats, headlines, and placements that work best. Therefore, we’ll take a look into the peculiarities of running campaigns for

• Promoting affiliate products;

• Driving app installs;

• Driving e-commerce sales;

• Lead generation for B2C;

• Lead generation for B2B.

Native advertising is particularly popular among affiliate marketers. In this lesson, we'll provide tips specifically for affiliate marketers and share:

• the reasons your campaigns might fail;

• how to build campaigns that boost your affiliate profits.

App marketers also do native advertising to stand out from the competition that primarily focuses on Facebook Ads. We're sharing the best campaign examples and uncovering strategies that will allow you to boost app installs with the help of native advertising campaigns.

We'll guide you through the best practices every e-commerce advertiser should follow when starting out with native advertising. After watching the video, you'll know which landing pages you need to create, how to set goals so that you reach them, and how to target the right audiences.

Is native advertising used by B2B marketers? Yes.

Due to the low competition – many B2B marketers haven't explored the channel yet – native advertising can be a very cost-effective approach for your B2B brand. Here's what you should do.

Building effective campaigns is easier when you have great examples in front of your eyes. We've collected inspiring examples of ad copy and landing pages used by the leading companies in wellness, education, beauty, finance, and automotive.

Here's the introduction to the Outbrain platform provided by Katarina Eres and Julia Roth. They explain:

• how Outbrain works

• how you make the most out of it

• targeting best practices

• bidding best practices

• campaign creation & optimization process

Here's the introduction to the MGID platform provided by Alex Postoi.

Watch the lesson to get familiar with the MGID dashboard and its key features.

In this lesson, we'll highlight targeting options we at Joinative typically choose for our campaigns and explain why you should avoid narrow targeting.

To reach the right audiences, you need to have a clear understanding of your buyer personas. Here's how you build and use buyer personas to inform targeting of your native ad campaigns.

Native ads are often used to retarget audiences you've collected with Facebook ads and vice versa. Discover various trigger events for retargeting campaigns and ways to build powerful retargeting ads in the following lesson.

Unlike Facebook Ads, native ads attract audiences with their titles, not images. While visuals play important roles, readers of news outlets and blogs pay attention to content headlines.

After a few years of coming up with new ad headline ideas almost every day, we have managed to identify some formulas that help us to build great copy quickly. Now, we're happy to share some unspoken rules with you.

Since these content types differ a lot in their structures, it would be impossible to create a one-size-fits-all list of the best practices or prepare a landing page template that would fit every scenario. With this in mind, we decided to focus on the ONE most popular format, which is a sales campaign, and prepared a template for it.

In this lesson, we’ll comment on the template structure and explain why it fits perfectly a native ad campaign aimed at driving sales.

In this section, you’ll learn to navigate between different ad tracking methods, implement conversion pixels, set up the Server-to-Server conversion tracking, build custom reporting dashboards that compile data from several ad platforms, and more.

Before you set up tracking, you need to determine the metrics that you should track. We'll cover the major native advertising KPIs and help you align them with your goals in the following lesson.

UTM tracking is the basic concept you need to nail before you move to a more advanced tracking setup. We're highlighting the key UTM parameters, explaining them, and sharing a template for a UTM link that can be used within a native ad campaign.

How do you make sure you don’t lose any piece of precious data on audience behavior and conversions? There are several ways to answer this question. One of them is ‘you need a tracking pixel.'

In the video, we provide a detailed explanation of how pixel-based tracking works and guide you through the pixel installation process.

To get more insights into page engagement and focus on visitors who are most likely to convert, you need to install Google Tag Manager and define events that will be firing specific conversions. Sounds confusing? Let’s cover the process in this lesson.

There are many reasons to set up the Server-to-Server conversion tracking for your native ad campaigns. It allows you to optimize towards in-app events, trigger conversions based on the CRM data, and just see way more accurate numbers on the campaign performance. Watch the video to learn how S2S tracking works and how you set it up for your campaigns.

The following section is useful for everyone willing to:

• measure native ad performance effectively

• discover the most common issues that prevent advertisers from reaching their goals

• get actionable tips for improving performance step by step

• understand how rule-based optimization works

  
  

It’s crucial to know what metrics you should be tracking on your way to reaching your native advertising goals. Of course, depending on the goals you set, some of the key performance indicators will differ. On the other hand, there’s a bunch of metrics advertisers should always keep track of in order to make their ads perform.

In one of the previous lessons, Jonas has already introduced native advertising KPIs so that you could use them when building a tracking setup. In this lesson, we'll figure out how to analyze your KPIs, what they tell about your campaign performance, and what you can do about it.

Let’s figure out which KPIs YOU should be measuring to reach your very own objectives.

What exactly can you do to improve the performance of your native ads? In the lesson, we'll provide you with the checklist for fixing poor KPIs and finally reaching your goal cost per action (CPA) with native ads.

After watching this lesson, you'll learn how to test ad headlines and images within separate campaigns, how to manage ad tests that aren't performing well enough, and what you should do with successful tests.

Identify the right naming convention for your native ad campaigns & run more effective ad tests.