This article describes what is native to search arbitrage and how it works when you create a search feed campaign type.
Native to Search Arbitrage Introduction
Here are some essential points to understand while working with native to search arbitrage:
- Spam scores and traffic quality are both always important KPIs, they are crucial in Search Arbitrage.
- A search engine, such as Yahoo, Google, Bing, and others, is a “place” where users do their daily searches. Let's consider "search for something" as a specific keyword. It could be anything like a search: “buy a car” or “how to feed wild animals”. Within the search results, advertising appears as well.
- Search Engine Advertising. Advertisers bid on keywords relevant to their products or services. When users search for these keywords, ads are displayed at the top or bottom of the search results.
- Search Arbitrage. Advertisers buy traffic (from elsewhere outside, like Facebook or MGID) & send it to specific keyword request results at a search engine. Search Engine Optimization (SEO) is also a kind of Search Arbitrage.
- Native to Search Arbitrage. Advertisers run Ads in the native ads ecosystem and send them to specific keyword request results at a search engine. This combination appeared to work well because the spam scores and traffic quality are what a good native platform (like MGID) maintains below 5% and is thoroughly checked.
There are three most common funnels in Native to Search Arbitrage:
- 1-click funnel: click on ads, land on the Search Engine Results Page (SERP).
- 2-click funnel: aims to land a visitor on a page (prelender) with a few keyword variations, with the next click leading to the SERP.
- 3-click funnel: introduces another prelender on the user's path.
Search Feed Campaign Type
For example, let's use the Search feed campaign type in the MGID Ads.
This campaign type promotes search feed results of specific keywords on different search engines.
While creating a campaign, select Search Feed as a campaign type. For the keyword, use the generic parent one. For example, if keywords are dental implants/ dental implants cost/ dental implants near me etc, the keyword to set in the campaign would be dental implants here.
The system collects keywords to optimize campaigns. Carefully select the keywords you want promoted in the search feed as you won’t be able to change them afterwards.
Next, select the required GEO. You may split campaigns by device (e.g. mobile, desktop) for the purpose of optimization in the future.
Please use the “How to set up a campaign” guide to finish the campaign setup.
Don't forget to create Ads. You can use a respective guide HERE.
When you create further campaigns for keywords/ GEOs, remember it is not a social media (like Facebook) or search ads (like Google ads). Native ads ecosystem has a different logic in the auction. Your experience with other traffic sources may not work as a copy-paste. The same is true for test budget planning.
Trends and RPCs keep changing every quarter - that’s where analyzing the traffic is recommended.
Ads Creation Guidelines
- Focus on the main page depicting the query feed.
- Ads should relate to only one theme, ensuring relevance.
- Keep ads generic and 100% relevant.
Please find an example below. The screenshot shows a landing page and an Ad that is used in search feed campaigns.
To set up a search feed campaign on MGID, it is essential to have the search feed itself. Various feed providers are available, including Tonic, Domainactive, System1, and more.