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Native Advertising

Approx. 7 hours to complete

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Course Summary

Learn how to create effective native advertising campaigns that seamlessly integrate with the user experience, and how to measure the success of your campaigns.

Key Learning Points

Understand the principles of native advertising and how it differs from traditional advertising
Learn how to create effective native ad campaigns that meet business objectives
Discover how to measure and optimize the success of your native ad campaigns

Job Positions & Salaries of people who have taken this course might have

- USA: $50,000 - $75,000
- India: INR 3,50,000 - INR 7,50,000
- Spain: €25,000 - €40,000
- USA: $50,000 - $75,000
- India: INR 3,50,000 - INR 7,50,000
- Spain: €25,000 - €40,000
- USA: $75,000 - $100,000
- India: INR 5,00,000 - INR 10,00,000
- Spain: €40,000 - €60,000
- USA: $50,000 - $75,000
- India: INR 3,50,000 - INR 7,50,000
- Spain: €25,000 - €40,000
- USA: $75,000 - $100,000
- India: INR 5,00,000 - INR 10,00,000
- Spain: €40,000 - €60,000
- USA: $80,000 - $120,000
- India: INR 6,00,000 - INR 15,00,000
- Spain: €45,000 - €70,000

Learning Outcomes

Understand the principles of Native Advertising
Create effective Native Ad campaigns
Measure and optimize the success of your campaigns

Prerequisites or good to have knowledge before taking this course

Basic understanding of digital marketing
Experience with ad campaign creation

Course Difficulty Level

Intermediate

Course Format

Online self-paced course
Video lectures
Quizzes and assignments
Peer-reviewed projects

Similar Courses

Digital Marketing
Content Marketing
Social Media Marketing

Related Education Paths

Notable People in This Field

Neil Patel
Jay Baer
Ann Handley

Related Books

Description

Native advertising is a niche form of advertising that leverages the design and format of news and entertainment content. Native advertising is less about selling products and more about producing useful content for consumers who are in the ‘consideration’ phase of the advertising purchase funnel. Often in the form of news-like stories, native advertising has been shown to persuade consumers. Native advertising is affordable, and doesn’t require graphic design to get started. For these reasons, it’s a compelling advertising technique for small businesses. This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no-creative native campaign are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.

Knowledge

Execute native advertising campaigns in Taboola
How to target native ad campaigns to desired audiences
Use free tools to actively gather news coverage for native advertising
Develop content seeding strategies through incentive programs

Outline

Case Study
What is Native
Timeliness Impact & Proximity
Regulations
Travel Pony - The Problem
Travel Pony - Implementation
Travel Pony - Measurement
Travel Pony - Conclusions
Examples of Native Advertising
Case Studies: Plated
Case Studies: Click City
IMPORTANT: A Note About Assessments
Optional Assignment #1: Native Advertising Prospecting
Module 1

Gathering and Targeting
Google News and Ads
Google Native Clips
Site Credibility
Google Alerts & Mention
Native Targeting with Taboola
Being Critical of DMP data
Native Advertising Playbook
Optional Assignment #2: Article Pulling and Targeting
Module 2

Seeding
Ethics
Native Strategy
Working with Bloggers
Adoption and Consideration
Testing and Evaluation
Other Strategies
Positive Skewed Reviews
FTC Settlement: Free Trials and Incentivized Reviews
Optional Assignment #3: Create a Seeding Strategy
Module 3

Taboola Campaign and Content Generation
Intro to the Taboola Module
Native Ads
Taboola
Getting Started with Taboola
Optional Assignment #4: Native Advertising Creative

Summary of User Reviews

Learn about Native Advertising and its role in digital marketing with this comprehensive course on Coursera. Users have given positive feedback on the course's in-depth coverage of the topic, with many finding the content engaging and informative.

Key Aspect Users Liked About This Course

The course provides a thorough understanding of the concept of Native Advertising and its application in digital marketing.

Pros from User Reviews

The course content is engaging and informative.
The instructors provide clear explanations and examples.
The course provides practical tips on how to implement Native Advertising strategies.
The course is well-structured and easy to follow.

Cons from User Reviews

Some users found the course to be too basic.
The course could benefit from more interactive elements.
The course does not provide enough real-life case studies.
The course may not be suitable for those with extensive knowledge of Native Advertising.

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