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Best Practices for Creating Native Ads
Best Practices for Creating Native Ads
Updated over a week ago

Once you've created a new Native campaign and an ad group, you can start uploading your creatives. To effectively reach your potential audience and customers, your ads should be informative, authentic, and engaging.

PLEASE NOTE: We recommend applying at least 3 variations of ads to every ad group with different ad titles and images. This helps us to define the best-performing one to drive better results.

Asset requirements

  • URL - The URL you want to promote or a click-through URL.

  • Ad Title - The title for your ad that will show to online users in the ad placement. We recommend up to 50 characters (max is 100).

  • Image - You can upload images from your hard drive. To use the image URL instead, click the link to switch to the URL form. At least 300×300 pixels; 1200×628 recommended (but no more than 10000×10000 pixels and 10MB in size). Zemanta maintains the aspect ratio for the image.

  • Image crop - Use it to crop your images based on specific pixel coordinates. The cropping options are: optimized (selected as default), center, faces, entropy, left, right, top and bottom.

  • Description - The description will typically be shown alongside ads with larger formats. Up to 150 characters.

  • Display URL - Display URL is sometimes shown as part of your ad, eg. Up to 35 characters.

  • Brand name - Enter your brand’s name. Up to 25 characters.

  • Brand logo - The minimum required size for the brand logo is 128×128 pixels and the required format is square (1:1).

  • Call to action - Enter the most appropriate call to action for your ad - you can choose from several options or think of your own call to action. Up to 25 characters.

  • Tag (optional) - An internal field and not part of the ad placement. It can be used to tag your ads and is useful for reports.

  • Tracking (optional) - Paste your impression tracker URL to track impressions. You can add up to two impression trackers - a primary and a secondary one. Not all media sources support impression tracking. Check the Media Sources overview article to confirm. Impression trackers must be hosted securely (HTTPS), URL only (no tags), and must be pointing to a 1×1 pixel image or a JavaScript tag.

All the fields (except Tag and Tracking) are required in order to meet the various requirements of different media sources.

Creating ad titles

  • Include your brand name in the headline to drive brand recognition and increase engagement

  • The brand name is also a separate field which is required to be filled in by certain publishers.

  • Use approximately 6 words or 50 characters in a headline to improve click-through rates. Titles longer than 50 characters may not be accepted by all networks and can lead to a decrease in performance.

  • Use casual but emotive language that is understandable for readers of all levels and provokes an emotional response ("That's interesting, I'd like to learn more!").

  • We recommend using the title style (Capitalize Words In The Title).

EXAMPLE: Discover the new [Product] available now!

Selecting the right image

  • People-based images generally perform better than images of products or places.

  • Avoid adding text to images. Some networks tend to reject images with included text.

  • We recommend using HQ images, at least 1200×628 pixels. The minimum required image for an ad is 300×300 pixels.

Crafting unique ad descriptions

We recommend using different descriptions for each ad (up to 140 characters). Each description can be added to the upload file or updated within Zemanta's creatives management system during the upload process.

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