REACHING NEW & EXPECTANT MOMS WITH NATIVE ADVERTISING

By Tapnative | Native Advertising In Healthcare |

Reaching New & Expectant Moms with Native Advertising

Reaching new and expectant mothers with targeted digital advertising can be a challenge. There are hundreds of different websites and sections which cater to new and expectant moms and there are many different types of ad vehicles to choose from. There are pregnancy specific sites like the American Pregnancy Association and health sites like Sharecare.com, Drugs.com or Facty.com, all of whom provide rich content sections dedicated to new and expectant moms. Tap Native ad units are integrated into all four of these websites and hundreds of similar sites serving new or expectant mothers too. Our goal in integrating our ad units across these sites was to unfragment similar content and audiences to create a useful channel for marketers. Marketers of pregnancy tests, prenatal vitamins, pregnancy classes, breast pumps, baby formula, diapers, bottles and cribs are now using preset therapeutic categories to target their offer into relevant content. Using pre-set content targets is simple and displays your native ad on pages containing specific relevant content. Pre-set contextual targets include:

- Fertility

- First, Second and Third Trimester

- OBGYN

- nfant Care / Infant Health

- Pediatric Health

- Toddler Health

- Children’s Health

- Teen Health

In addition, you can target specific keywords like “baby formula”, “pregnancy test” or “prenatal vitamins.” Native ads are far more efficient at creating engagement. Specifically, unbranded, content recommendation style, image+text ads placed within editorial content are exponentially more effective at creating user engagement than display ads, sponsored posts and even search links. Creating engagement also means enjoying a health focused environment where the signal to noise ratio is higher than on news sites, divisive political sites or noisy pop culture sites. Most importantly, creating true engagement using native formats is a combination of ideal site content and context, ad placement, ad format and catching your target audience at the right time and in the right frame of mind. That’s a lot of conditions that simply aren’t met in most other online environments. Here’s an example of a Tap Native ad unit on the American Pregnancy Association Website. Note the content style and that its in the content well, not on the right rail where ads are typically placed.

Tap Native ad units now appear across hundreds of consumer websites catering to new and expectant moms. Creating an ad is simple, you need an image (1000x600), a headline of up to 60 characters, a source which is typically the name of your product or website and a landing page URL. You can buy on a CPC basis and start with as little as $500. Tap Native is designed for performance marketers and we’re positive that’s what you’ll get.

Landing pages

Landing page(s) continue your offer’s story by detailing the problem and your solution. If your ad’s message does not match the landing page, the bounce rate will be extremely high. Continuity of message from the ad to the landing page is critical. Landing pages contain key concise messages, not long drawn our text. You should add product examples, credible 3rd party testimony and highlight different product types or options. Illustrating that your product is widely used by others is also key. If it is not 100% clear to visitors that your product is already widely used the conversion rate will be lower.

Order Forms

Your pricing model is critical to stepping visitors into your product. Consider free trials, initial discounts, add expiration dates or limits on discounts. Add 3rd party credibility to any credit card forms so its clear that transactions are safe. Finally, study the leaders in your space, how do they do it?

Some products are one-time purchases, so the CPA formula needs to include a margin for your organization to operate and scale the campaign. Other products carry a recurring revenue value per customer and a known average time frame that revenue will likely continue such as a subscription to a service. If your product sells for $100 and your margin is 50%, you may only be able to pay a CPA of $25 which means your net profit on $100 is $25. If you’re willing to break even to seed the market you might be willing to pay a much higher CPA. And if you already know that your average customer buys monthly for 5 months, you may want to scale the campaign and might be willing to accept a $75 CPA.

Learning how your ads, landing pages and order forms preform is not free. Many marketers allocate 25% of their campaigns to learning and testing and the other 75% to scaling. Regardless of the vendors you use, make sure you have plenty of data to guide you. Cheers to your campaign’s health!

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Tap Native ad units are integrated within the content of popular health destination sites. You can see in the example below that Tap Native ad units focus on health and provide the source of the content: