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Native = no intent so conversions are rare? (5)
07-18-2016 11:57 PM
#1
basedaffiliate (Member)
Native = no intent so conversions are rare?
Just blew 3.5k on Taboola, had 170+ signups but no one converted to paid, and it's a solid offer that converts very well from organic search.
What am i missing here? by organic metrics I should have had 10 conversions.
07-19-2016 07:49 AM
#2
cmdeal (Veteran Member)
Search and native are two completely different animals.
Native is interruption based content marketing where you need to infer and at times create intent based on targeting, copy and creative.
Native is much closer to FB and display than Google search.
Your campaigns and your metrics will be different in native versus Google.
Both are very powerful and potential very profitable sources. But they are different.
07-19-2016 12:44 PM
#3
basedaffiliate (Member)
I understand the difference but the metrics even after signup is so off. If from organic I convert every 17th signup, here I didn't convert in the 170th signup.
My guess is if I used paid search I'd have gotten closer to organic 17-20 signups to 1 conversion.
07-30-2016 09:28 PM
#4
hephaestus (Member)
it's really all about intent, someone searching for something has a serious interest in it. on native, even if they sign up, you're pulling from a very broad audience.
they are at best 'casually interested' in something
it takes things like video landing pages etc. to really get someone in the right mindset.
07-30-2016 10:10 PM
#5
cmdeal (Veteran Member)
Well, the question you need to ask is, compared to what?
Will native generally exhibit more purchase intent than search?
No.
Will it generally exhibit more purchase intent than pops or in app ads?
Yes.
Does that mean you should stop all pops or in apps or native and concentrate on search?
No.
The reasons why should be obvious. And it should therefore come as no surprise that generally speaking, search is more expensive than native, and for the most part native is more expensive than pops.
But that is not what matters.
What matters is the differential between your cost per conversion and your revenue per conversion.
Your job--and the
secret to affiliate marketing if there is one--is essentially
arbitraging the differential pricing of purchase intent.
There are plenty of people here doing large numbers on native. I was for one year the second largest advertiser on Taboola in the UK. I wouldn't have done this if it was not converting at a price that was not profitable.
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