HOW TO: WRITE A WINNING HEADLINE Creative optimization best practices and recommendations

May 27th, 2015

Presenter: Grace Earle/Taboola Media

Top Publisher Placements

1K+Monthly Unique Users

550MSponsored Content Items

5M+

TABOOLA REACHING MORE DESKTOP USERS THAN FACEBOOK 1/2015  

ReachProperty

95.1% Google Ad Network

86.0% Taboola

85.1% Yahoo Audience Net.

83.3% Google Sites

73.4% Outbrain

72.4% Yahoo Sites

57.3% Facebook

AGENDAWhat are creative optimizations? Adding content – best practices Title best practices Image best practices

WHAT ARE CREATIVE OPTIMIZATIONS?

•  Adding new content

•  Adding new titles

•  Adding new images

HOW DO CREATIVE OPTIMIZATIONS AFFECT MY CAMPAIGNS?

•  Increase CTR (increase scale)

•  Increase PPVs

•  Refresh inventory

CONTENT

WHEN SHOULD I ADD NEW CONTENT TO MY CAMPAIGNS?

•  When you start a new campaign

•  When new content is added to your site

•  When you need to support a new traffic initiative

•  When you’d like to increase traffic to your site

•  Refresh content every 2 weeks – 1 month, depending on traffic needs

HOW MANY PIECES OF CONTENT ARE RECOMMENDED PER CAMPAIGN?

•  At least 5

•  No more than ~50

TITLES

TITLE BEST PRACTICES

TITLE BEST PRACTICES

SHOULD I CREATE MULTIPLE TITLES PER URL?

•  Yes, always A/B test!

•  Create about ~3-5 titles per URL

•  Make them as different as possible

•  It is possible to over optimize

IMAGES

TECHNICAL REQUIREMENTS

IMAGE BEST PRACTICES

IMAGE BEST PRACTICES

IMAGE BEST PRACTICES

Taboola.com/resources

FAQs

I CAN’T SPEND ALL DAY OPTIMIZING. HOW SHOULD I CHOOSE WHICH URLS TO OPTIMIZE?

•  Choose URLs with highest ROI for you

•  Choose timely URLs

•  Choose already popular URLs

•  Choose items you have not yet optimized

SHOULD I PAUSE ITEMS WITH LOW CTR?

•  No

•  Try to pause if the item is not driving a positive ROI

•  A low ctr isn’t a bad thing

•  Focus on post click performance and overall click volume

IS THERE ANYTHING I ABSOLUTELY SHOULD NOT DO WHEN OPTIMIZING CREATIVES?

•  Delete/change existing titles or images

•  Create “click bait” titles, or upload irrelevant images

CURRENT TRENDS AND OPPORTUNITIES

Opportunities Trends

•  How-To’s (Increase post click engagement)

•  Rare/Amazing/Behind The Scenes Photos

•  Positive Celebrity Content •  Nostalgic Content

•  Travel Vertical •  Celebrity Couples

•  Beauty/Fashion Vertical •  “Secrets”

NEXT UP:

How to: track engagement – Wednesday, June 3rd at 11am ET How to: set up campaigns in Backstage – Wednesday, June 10th at 11am ET

THANK YOU!https://www.linkedin.com/in/graceearle