{"id":1915,"date":"2015-06-19T12:00:06","date_gmt":"2015-06-19T12:00:06","guid":{"rendered":"http:\/\/blog.adbeat.com\/?p=1915"},"modified":"2015-06-22T18:11:04","modified_gmt":"2015-06-22T18:11:04","slug":"how-to-write-a-native-ad-landing-page-3-case-studies","status":"publish","type":"post","link":"https:\/\/blog.adbeat.com\/how-to-write-a-native-ad-landing-page-3-case-studies\/","title":{"rendered":"How To Write a Native Ad Landing Page (3 Case Studies)"},"content":{"rendered":"<p>We\u2019ve written in the past about Native Ad Networks (also known as \u201c<a title=\"The #1 Traffic Source You\u2019re NOT Using: Content Discovery Networks\" href=\"https:\/\/blog.adbeat.com\/the-1-traffic-source-youre-not-using-content-discovery-networks\/\" target=\"_blank\">Content Discovery Networks<\/a>\u201c) and how large advertisers are allocating portions of their ad spend\u00a0to networks like Taboola and Outbrain.<\/p>\n<p>We&#8217;ve also written about how they&#8217;ve been switching over to <a title=\"[VIDEO] Convert More Paid Traffic With a \u201cPre Sell\u201d Landing Page\" href=\"https:\/\/blog.adbeat.com\/pre-sell-landing-pages\/\" target=\"_blank\">pre sell pages<\/a> from traditional sales letter, VSL and opt-in pages.<\/p>\n<p>One of the benefits to using a landing page in this style is\u00a0that you don&#8217;t have to be an expert copywriter to put together an effective page. That&#8217;s why\u00a0we want\u00a0to go\u00a0a little more in-depth into the specific copy being shown on these landing pages.<\/p>\n<p>In today&#8217;s post you&#8217;ll find breakdowns for 3 different landing pages from different advertisers.<\/p>\n<p>Each page is broken down into 4 separate sections:<\/p>\n<ul>\n<li><strong>The Headline<\/strong> &#8211; Get their attention.<\/li>\n<li><strong>The Lead<\/strong> &#8211; Get them interested enough to read the body copy.<\/li>\n<li><strong>The Body<\/strong> &#8211; Make them desire what you&#8217;re offering.<\/li>\n<li><strong>The Close<\/strong> &#8211; Close it out and get them to take the next step.<\/li>\n<\/ul>\n<h2>Advertiser #1: DermStore<\/h2>\n<p>DermStore is an eCommerce store that sells women&#8217;s makeup and skin care products.<\/p>\n<p>Their top ad is a\u00a0simple picture of a nice looking eyebrow\u00a0with a tiny bit of text.<\/p>\n<p>The \u201cDitch The Pencil And Try This\u201d part of the copy is powerful\u00a0because many\u00a0women use a pencil to style their eyebrows. This makes them\u00a0curious to find out <em>why<\/em> they should ditch their pencil and what they should use instead.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1929\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/dermstore-ad.png\" alt=\"dermstore-ad\" width=\"300\" height=\"178\" \/>\n<p>The landing page looks like a traditional blog post\u00a0with beauty tips.<\/p>\n<p>The goal of the page is to get the user to click through to DermStore&#8217;s shop and purchase\u00a0<em>Smartbrow<\/em>, &#8220;a\u00a0tinted, semi-permanent brow gel with hair-like fibers&#8221;.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1918\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/dermstore-lp.png\" alt=\"dermstore-lp\" width=\"492\" height=\"614\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/dermstore-lp.png 492w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/dermstore-lp-240x300.png 240w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/dermstore-lp-300x374.png 300w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/>\n<h3>The Headline<\/h3>\n<blockquote><p>Anti-Aging Tips for Thinning Eyebrows<\/p><\/blockquote>\n<p>The headline is written as if it was the headline of a normal blog post.\u00a0The &#8220;tips&#8221; in the headline make it appear less like a pre sell page.<\/p>\n<p>The baby boomer generation has created a\u00a0large\u00a0demand for anti aging products and supplements. Any articles with tips on how to slow down the aging process will be quite compelling.<\/p>\n<h3>The Lead<\/h3>\n<blockquote><p>When we think about aging, the first thing that comes to mind is wrinkles. But there\u2019s another issue that we often ignore, one that adds years to our age even way before our first wrinkle appears: thinning eyebrows.<\/p><\/blockquote>\n<p>This lead addresses a different issue that most people aren&#8217;t necessarily thinking about when it comes to aging: eyebrows. Pointing out that your eyebrows &#8220;age you&#8221; faster than wrinkles is huge. This one statement makes you want to read the rest of the article and learn what to\u00a0do about it.<\/p>\n<h3>The Body<\/h3>\n<p>The body copy gives three specific tips:<\/p>\n<blockquote><p>&#8220;1. Put the Tweezers Down&#8221;<\/p>\n<p>&#8220;2. Shape Accordingly&#8221;<\/p>\n<p>&#8220;3. Forget Pencils and Shadows&#8221;.<\/p><\/blockquote>\n<p>These tips follow through on the promise made in the headline.<\/p>\n<p>Yet, they&#8217;re written in a way that you can&#8217;t solve your eyebrow issues just by\u00a0reading these tips alone. These tips\u00a0don&#8217;t give <em>specific<\/em> how-to information. It tells you\u00a0what you\u00a0should NOT be doing, yet they don&#8217;t say exactly what you\u00a0<em>should<\/em> do. The body copy&#8217;s goal is to convince the\u00a0prospect that tweezers, shaping and pencils are not important. The REAL\u00a0solution is the\u00a0product.<\/p>\n<h3>The Close<\/h3>\n<p>The final call-to-action has a simple line that says &#8220;&#8230;it&#8217;s the most economical solution to thinning eyebrows that <em>we&#8217;re aware of.<\/em>&#8221;<\/p>\n<p>The &#8220;that we&#8217;re aware of&#8221; part tones down the close a bit. News stories and blog articles\u00a0are not written in a\u00a0hard selling style. Blog posts like these are\u00a0usually written as a recommendation, not\u00a0the &#8220;BUY THIS NOW!&#8221; style.<\/p>\n<h2>Advertiser #2: QuiBids<\/h2>\n<p>QuiBids.com is one of the largest penny auction websites operating in the United States.<\/p>\n<div class=\"bonus\">\n<h4>What is a &#8220;penny auction&#8221;?<\/h4>\n<p>Participants pay a non-refundable fee to place each bid. You can usually only bid a penny at a time. The fee to place the penny bid is higher than a penny (usually around $1.00). The auction ends quickly and the last person to bid wins the product and pays the final price. The price might be lower than the retail price of the product &#8212; it might not be. QuiBids makes money by collecting fees for the bids and receiving the payment for the winning product. Both will usually total more than the price QuiBids paid for the product.<\/p>\n<\/div>\n<p>Although QuiBids\u00a0auctions off a wide variety of items, they use golf products in their ads.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1924\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids.png\" alt=\"quibids\" width=\"441\" height=\"189\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids.png 441w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids-300x129.png 300w\" sizes=\"(max-width: 441px) 100vw, 441px\" \/>\n<p>Lesson here?<\/p>\n<p>Any online store that sells various products should test different\u00a0items in their\u00a0ads +\u00a0landing pages to determine which product\u00a0gets the highest response. QuiBids probably tests\u00a0multiple items\u00a0and then runs ads with the products that resonate best with their prospects.<\/p>\n<p>This native ad was featured on a website called Lifefactopia. This site is like an &#8220;advertorial portal&#8221;. It&#8217;s designed to look like an organic blog, but it contains mostly\u00a0advertorials.\u00a0This builds trust since the information appears to be coming from a third party.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1920\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids-lp.png\" alt=\"quibids-lp\" width=\"500\" height=\"669\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids-lp.png 500w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids-lp-224x300.png 224w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/quibids-lp-300x401.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\n<h3>The Headline<\/h3>\n<blockquote><p>Pay Just Pennies For Brand-New Products<\/p><\/blockquote>\n<p>This is a simple &#8220;you&#8217;re going to save a lot of money&#8221; headline. Yet, it&#8217;s a bit different. &#8220;Pay Just Pennies&#8221; works well because it&#8217;s <em>specific. It creates imagery in your mind. Specificity is very powerful. That&#8217;s why you see numbers and\u00a0phrases in ads.<\/em><\/p>\n<p>A headline like, &#8220;<em>Save Big<\/em> on Brand-New Products&#8221; might not be as effective. &#8220;Save big&#8221; isn&#8217;t specific. &#8220;Pay Just Pennies&#8221; is. You can almost imagine yourself paying for an iPad with a handful of pennies.<\/p>\n<h3>The Lead<\/h3>\n<blockquote><p>While every online shop tries to offer thrilling deals that will save you money, very few can actually make good on their claims, and even fewer can guarantee that you&#8217;ll have fun doing it.<\/p><\/blockquote>\n<p>This first line builds curiosity and makes the prospect agree with you. Everyone knows a lot of &#8220;deals&#8221; online are actually not deals at all. It makes the prospect assume they&#8217;re about to read about a site that will actually give them great bargains.<\/p>\n<blockquote><p>Well, the deals are still out there, and many are scooping them up from a new online auction website called QuiBids that\u2019s figured out how to sell all the must-have products for prices that are so jaw dropping, you&#8217;ll find them hard to believe.<\/p><\/blockquote>\n<p>This copy is pretty hypey. The use of words like &#8220;jaw dropping&#8221; might start to amp up the doubts in the prospect&#8217;s mind.<\/p>\n<h3>The Body Copy<\/h3>\n<p>When you make bold claims in the copy you&#8217;ll either need to show evidence\/studies or add in specific copy that brings it down to earth. One of the best ways to do that is to address that you&#8217;ve made big claims in the copy.\u00a0For example, this line&#8230;<\/p>\n<blockquote><p>With such great prices, it\u2019s natural to be skeptical \u2013 so we did some research to learn exactly how they do it&#8221;<\/p><\/blockquote>\n<p>&#8230;admits what they previously mentioned is difficult to believe. This helps the prospect place more faith\u00a0in what they&#8217;re saying since they address one glaring point. This, combined with the third-party news story, makes it more believable.<\/p>\n<p>Then they go on to explain how it works. This is basically giving the prospect directions on how to use the service.<\/p>\n<h3>The Close<\/h3>\n<p>Another way to bring the hypey claims back down to Earth:<\/p>\n<blockquote><p>&#8220;You&#8217;ll typically pay more than what you bid, but not by much&#8221;.<\/p><\/blockquote>\n<p>They don&#8217;t tell you that you&#8217;ll get the best deal you&#8217;ve ever seen. They amp up the believability factor by mentioning that the deal won&#8217;t be <em>as good<\/em> as it might appear, but you&#8217;ll still save 75% off retail. Most people would be okay with 75% off.<\/p>\n<p>However, their final close makes much bolder claims:<\/p>\n<blockquote><p>So, if you want a clever way to save up to 95% on products such as a Samsung Smart LED HDTV for $19.90, a New iPhone 6 for $61.31 or a TaylorMade AeroBurner Fairway Woods for $10.41, check out QuiBids today.<\/p>\n<p>Click here to see what products are selling on QuiBids right now.<\/p><\/blockquote>\n<p>No one would complain about getting\u00a0an LCD TV for just $20 bucks. It&#8217;s a bold claim, and all the copy leading up to this has to be very convincing.<\/p>\n<h2>Advertiser #3: NewRetirement.com<\/h2>\n<p>NewRetirement.com gives information on how to manage and\u00a0stretch your finances after retirement.<\/p>\n<p>This offer\u00a0focuses on their reverse mortgage lead generation service.<\/p>\n<p>The ads are\u00a0very simple, &#8220;AARP&#8221; style ads with images of older women who have aged well. The most seen ad on the right has a simple &#8220;<em>The Downsides of a Reverse Mortgage<\/em>&#8221; headline. The other less seen ad asks a question in the headline.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1954\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-ads.png\" alt=\"new-retirement-ads\" width=\"563\" height=\"212\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-ads.png 563w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-ads-300x113.png 300w\" sizes=\"(max-width: 563px) 100vw, 563px\" \/>\n<p>Reverse mortgages tend to be quite popular for\u00a0cash-strapped seniors. This &#8220;article&#8221; outlines the pros ad cons.<\/p>\n<p>The landing page is longer than the other pages in this blog post. It&#8217;s almost like a long-form sales letter in some ways. They&#8217;re probably using a longer landing page because the prospect needs\u00a0more information in order to make an informed decision. Getting a reverse mortgage is a huge financial decision that has many potential repercussions.<\/p>\n<p>It&#8217;s not like buying a set of golf clubs or grooming your eyebrows.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1950\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-short.png\" alt=\"new-retirement-lp-short\" width=\"500\" height=\"602\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-short.png 500w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-short-249x300.png 249w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-short-300x361.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\n<p>&nbsp;<\/p>\n<h3>The Headline<\/h3>\n<p>Straight forward &#8220;Pros and Cons&#8221; style blog article headline.<\/p>\n<blockquote><p><strong>Reverse Mortgage Disadvantages and Advantages<\/strong><br \/>\nYour Guide to Reverse Mortgage Pros and Cons<\/p><\/blockquote>\n<p>Even though they do lead generation for reverse mortgages and make money when people do so, they tell you\u00a0why you\u00a0<i>shouldn&#8217;t\u00a0<\/i>get a mortgage.<\/p>\n<p>This is a great strategy no matter what product you&#8217;re selling. Your copy instantly becomes more credible when you admit its shortcomings. People are more likely to trust someone when they admit their faults as opposed to when they focus\u00a0on the good.<\/p>\n<h3>The Lead<\/h3>\n<p>The beginning paragraphs describe the pitfalls most people don&#8217;t consider when it comes to getting a reverse mortgage. This provides credibility to the service because they don&#8217;t\u00a0say this is the best, safest mortgage out there. In fact, they\u00a0say the opposite.<\/p>\n<blockquote><p>For many people, a Reverse Home Mortgage is a good way to increase their financial profile in retirement &#8211; positively affecting their quality of life. And while there are numerous benefits to the product, there are also some drawbacks.<\/p>\n<p>Reverse Mortgages are providing improved financial security, a better lifestyle and real financial relief to thousands of older Americans. However, there are some disadvantages.<\/p><\/blockquote>\n<p>Then they go on to list 3 disadvantages of getting a reverse mortgage. Again, this is to build up credibility by admitting that they do have their shortcomings.<\/p>\n<h3>The Body<\/h3>\n<p>Yet, later on in the copy they mention:<\/p>\n<blockquote><p>Many experts shunned the product early on thinking that it was a bad deal for seniors \u2013 but as they have learned about the details of Reverse Mortgages, experts are now embracing it as a valuable financial planning tool.<\/p><\/blockquote>\n<p>This is almost like a complete turnaround from what they originally said. They admitted the disadvantages, but now the &#8220;experts&#8221; have changed their opinion on the reverse mortgage.<\/p>\n<p>The prospect is presented with a laundry list of reasons why reverse mortgages are beneficial for seniors. This is almost like the &#8220;bullets&#8221; of a long-form sales letter. They write one main benefit and bold it. Then they follow-up with a more detailed explanation of each bullet.<\/p>\n<p>The bolding of the main benefit is important because people don&#8217;t read &#8212; they scan. Using bullets is a great way to <em>make sure<\/em> they see the\u00a0main benefits.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1951\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-bullets.png\" alt=\"new-retirement-lp-bullets\" width=\"400\" height=\"450\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-bullets.png 400w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-bullets-267x300.png 267w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-bullets-300x338.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\n<h3>The Close<\/h3>\n<p>They include another section to\u00a0eliminate people who are not right for a reverse\u00a0mortgages. This adds further credibility to the article.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1952\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-3.png\" alt=\"new-retirement-lp-3\" width=\"400\" height=\"189\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-3.png 400w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-lp-3-300x142.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\n<p>And one last push&#8230;<\/p>\n<blockquote><p>Studies indicate that more than 90 percent of all households who have secured a Reverse Mortgage are extremely happy that they got the loan. People say that they have less stress and feel freer to live the life they want.<\/p><\/blockquote>\n<p>It&#8217;s great to add specific numbers, studies and proof to back up your claims. Yet, they didn&#8217;t really do this here. They\u00a0could amp up the believability even more if they wrote\u00a0something like, <em>&#8220;A study in The Journal Of Senior Finance shows that 90% of households\u00a0who have secured a Reverse Mortgage are extremely happy they got the loan&#8221;.<\/em><\/p>\n<h3>Extras<\/h3>\n<p>NewRetirement has placed\u00a0a\u00a0floating\u00a0box where prospects can enter their phone number and a NewRetirement representative will call them.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1949\" src=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-phone-lead-ge.png\" alt=\"new-retirement-phone-lead-ge\" width=\"361\" height=\"198\" srcset=\"https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-phone-lead-ge.png 361w, https:\/\/blog.adbeat.com\/wp-content\/uploads\/2015\/05\/new-retirement-phone-lead-ge-300x165.png 300w\" sizes=\"(max-width: 361px) 100vw, 361px\" \/><br \/>\nVery, very smart.<\/p>\n<p>Why?<\/p>\n<p>Older people often prefer to talk things out over the phone.<\/p>\n<p>They&#8217;re making it easier for the people in their target demographic to &#8220;opt-in&#8221;.<\/p>\n<h2>Conclusion<\/h2>\n<p>Native Ad landing pages are an easy way to test out a new style of landing page that is working very well. The insights in this post should get you well on your way.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>We\u2019ve written in the past about Native Ad Networks (also known as \u201cContent Discovery Networks\u201c) and how large advertisers are [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,47],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Write a Native Ad Landing Page (3 Case Studies) - Adbeat<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.adbeat.com\/how-to-write-a-native-ad-landing-page-3-case-studies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Write a Native Ad Landing Page (3 Case Studies) - 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