Content & Coffee with Taboola: Simple Steps to Increase ROI
Transcript of Content & Coffee with Taboola: Simple Steps to Increase ROI
Taboola Advertising Product
• Distribution of Native Content
• Optimizes for Multiple Advertising Needs –
Conversions, Engagement, Branding
• For Publishers - eCPM (=RPM) Optimizer
Tools For Success
• Targeting Layers - GEO, platform, context,
1st/3rd party data
• Creative A/B Testing
• Data Transparency
• Streamline & Efficiency
• “Algorithmic Secret Sauce”
“I want to engage
with my social
network”
“I want to
consume
content”
“I want to find
information about
a specific topic”
Search Discovery Social
What “Content Consumption Mode”
Means for Performance-Driven Content
• User hasn’t directly sought out your product,
and is “flying blind”
• User isn’t in “Decision Making Mode”
• You have reached an audience you would
have never found otherwise
• You have a “captive audience” for your pitch.
View and Click - Know Your Product and
its Audience
5 Great Ways to Ask Someone Out
10 Tips to Impress on a First Date
8 Reasons to Try Online Dating
Create Titles and Content That Speaks to Them Directly
Making it Happen
• Inform first, sell second.
• Tie in your product gradually and organically
• Imagine clicking on an article link and seeing
this:
(You’d close the window, and so would any other user)
The Average Internet User
Skimmers: Scan the page quickly, skim a few paragraphs, then
decide if they want to fully engage
Readers: Arrive on your site and immediately engage
30% and Shrinking
70% and Growing
Remember the user didn’t arrive from
search or your home page.
If you want them to take action, tell them why! (and try to keep it to the bottom third of the content)
GIVE THE USER CONTEXT
And Remember:• The user shouldn’t “work” for you. This
means:
• Minimal form fields
• When possible - “automatic” integration
(facebook connect, paypal, etc)
Would You Like a Rerun?
Content That Converts Webinar –
Tuesday May 5th
http://go.taboola.com/webinar-content-best-
practices-4-2015/
Contact Us!Inbar Yagur – Content Strategist
Yoav Ilovich – Head of Advertising Product
Melody Han – Director of Media Sales