Your Straightforward Guide to Native Advertising
Native advertising is a clever way to connect with people online without shouting, “This is an ad!” It’s designed to look and feel like the platform it appears on, making it a less intrusive and more engaging way to share your message.
You’ve probably seen this style of advertising in action on TikTok. TikTok’s golden rule for success in this area is simple: “Don’t make ads, make TikToks.” In other words, create content that feels like part of the regular TikTok experience. But TikTok isn’t the only place where native advertising works.
Another powerful but slightly less obvious form of native advertising can be found on news sites. These ads blend in with articles and often link to a longer piece of content known as an advertorial. If done right, they don’t feel pushy—they invite curiosity.
Here’s what you need to know to make native advertising work for you, whether it’s on TikTok, news sites, or beyond.
The Secret to Native Ads - Speak Their Language
The beauty of native advertising is how well it fits in with its surroundings. On TikTok, for example, successful native ads look like another user’s video—entertaining, relatable, and often quite creative. Think less “Buy this now!” and more “Here’s something fun, helpful, or interesting.”
On news sites, native ads take a different form. They appear as sponsored content, camouflaged within the layout of the page. Instead of pushing a product outright, they lead to an advertorial—essentially an article with a purpose. The trick? Write something your audience actually wants to read.
For instance, if you’re advertising skincare, a headline like “10 Mistakes You’re Probably Making with Your Skin”might grab attention. The article can provide valuable tips, with a subtle nudge towards your product. It’s not just about the click—it’s about starting a conversation.
Why You Need Great Copy
People are smarter about ads these days. Those over-the-top, clickbait headlines don’t cut it anymore. No one’s falling for “You Won’t Believe What Happened Next!” Instead, a strong native ad relies on copy that sparks genuine interest.
This is where a skilled copywriter comes in handy. A good copywriter knows how to write headlines and content that feel engaging, not cheesy. They understand your audience and can create something that balances being informative with being persuasive.
Top or Bottom of the Funnel?
Native advertising is often used at the top of the funnel—when you’re trying to attract a wide audience. But it’s not just for awareness campaigns. You can use native ads strategically for lower-funnel goals, too.
For example, you might create a broad, engaging article to draw people in. Once they’ve visited your site, you can use tools like Google Analytics (GA4) to set up remarketing campaigns. These let you target people who’ve already shown interest in your content, moving them closer to conversion.
Boosting Your SEO with Native Advertising
One of the lesser-known benefits of native advertising is its potential to improve your SEO (search engine optimisation). When you use native ads to drive traffic to your website, you’re not just gaining visitors—you’re also signalling to search engines that your site is valuable and engaging.
The more people visit your site and interact with your content, the better your chances of improving metrics like dwell time and click-through rates—factors that search engines consider when ranking pages. Plus, if your advertorial is genuinely helpful or interesting, it may even earn backlinks, further boosting your SEO.
In this way, native advertising isn’t just about generating leads—it’s also a long-term strategy to strengthen your website’s authority and visibility in search results.
The Role of Analytics
Remarketing is especially given the data privacy restrictions of iOS blockers and a cookieless future. With more privacy features limiting how businesses track users, it’s becoming harder to rely on old methods of targeting.
The solution? Get people onto your website. Once they’re there, you can use your own analytics to build audiences and follow up with personalised ads. Native advertising plays a key role here because it’s an effective way to draw people in without feeling too salesy.
An Example of Native Advertising in Action
Let’s say you run a travel agency specialising in adventure holidays. You might create a sponsored article for a popular news site with the headline: “5 Underrated Destinations for Thrill-Seekers.”
The article could highlight exciting destinations and mention your agency as the go-to source for booking these experiences. At the same time, you’re building a remarketing audience of people interested in adventure travel. Later, you can show them ads featuring specific packages or special offers.
As people click through to your site, you’re not only generating leads but also improving your site’s performance metrics. It’s a win-win for both lead generation and SEO.
Why Native Advertising Matters
Native advertising isn’t just a another tactic—it’s a practical way to connect with people in a format they’re already comfortable with. It gives you the chance to tell a story, build trust, and invite your audience to learn more without being pushy.
Whether you’re making TikToks or writing advertorials, the goal is the same: create content that resonates with your audience and brings them closer to your brand. Keep it interesting, keep it honest, and track your results to fine-tune your approach.
When done right, native advertising can boost awareness, drive traffic to your site, improve your SEO, and build a strong foundation for remarketing. It’s a smart, multi-purpose strategy that sets you up for long-term success.
Blog post written by Mini Cainer
Director – everyshot
Mini Cainer is the Director of Everyshot, a marketing agency focused on paid ads and SEO. She helps businesses grow with smart strategies and creative ideas that get results.