Taboola Review: An Advertiser's Inside Look |
What is Taboola?
Taboolais a native advertising platform that partners with media sites such as NYT in exchange to share advertising revenue. Advertisers go to Taboola to reach a large number of sites, the most well known competitor is Google Adsense.
Many publishers use both Taboola and Google to make money from ads. Taboola is a form of native advertising that uses in-feed and recommendation widget formats.
When to use Taboola
There are case studies of Taboola for language app Babel, mobile game developer Innogames, and menswear company Mack Weldon.
If you have a working campaign on Google Display Network or Facebook then there is a good chance you can re-use the offer on Taboola. Direct response offers for financial services, e-commerce, health & beauty all do very well too.
If you have only relied on organic search, social & referral traffic then take a look at some of your top performing content. The best is your own analytics; look at what content is getting traffic that converts. Otherwise use Ahrefs or Buzzstream to see what has been shared the most as a starting point.
How to measure results
There are three main levels you want to track results the campaign, ad, and site.
The campaign is where all your targeting and budget settings live. The ad is the image, headline and URL to landing page. The site is the website or app the ad is shown such as MSN.
Follow this guide for setting up Google Analytics tracking; use the cheat sheet for any analytics or click tracker.
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An Overview About Outbrain |
Want to expand your content promotion beyond Outbrain or Taboola?
Looking for alternatives to Facebook and Google?
While many ad networks exist; only a few are worth your time and money. Save yourself some frustration with this short list of native ad networks to use your test budget.
What is Outbrain?
Outbrain is a content discovery platform that partners with websites, known as publishers, and mobile apps to show ads. You see content recommendations, aka ads, at the bottom of news stories and blog posts. This is a popular form of native advertising.
Pro's: Great for brand awareness and performance marketing, cost-effective, API available.
Con's: Trial and error to find ad creative winner.
List of Native Ad Networks:
#1 Taboola
#2 Revcontent
#3 Sharethrough
#4 Yahoo Gemini
#5 Nativo
#6 Ligatus
#7 Dianomi
#8 MGID
#9 Spoutable
#10 Content.ad
Promotion Worthy Content?
This post should shorten your research about Outbrain & Taboola competitors. Wondering what kind of native ads return a profit? Check out Native Ads That Drove Millions of Dollars in Profit.
Brax is a native advertising platform for bulk management, unified reporting and rule-based goal optimization across sources.
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How to Really Stand Out with Advertorials |
Advertorials are marketing hybrids created from the combination of an advertisement and an editorial. The term was coined in the 1960s in the USA from the words 'advertisement' and 'editorial.' Basically, advertorials define adverts written in the style of an editorial. They combine the engagement of an editorial article with the information an advertisement presents.
Often disguised as magazine, newspaper, or website content, they look just like the publication's own material, when they are actually paid advertisements. An advertorial, also known as branded content, isn't just an ad, but a carefully told story in a chosen language with the aim of triggering the response of the reader.
Generally, a company pays to deliver a message about their products or brands. The payment is usually made to a magazine, newspaper, or website in exchange for the space required to present a word about a product or brand to the target audience who reads it.
When an advertorial resembles the rest of the media, it becomes easy for advertisers to use the connection already established by the media with its readers. This makes it simple to reach customers more directly with an advert message. Although this may sound simple, a properly written advertorial can be particularly useful in attracting new businesses or sponsors.
Advertorials come in different forms, giving marketers endless opportunities to relate to target consumers through the act of storytelling. A creative advertorial can establish a connection between businesses and customers that can't be made possible with other forms of advertising.
You're using the the if the multiple native of ad Networks to the run one's campaign, the try using the Brax.io . This platform helps you compare the performance of the same campaign across several traffic networks within one dashboard.
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List of Native Ads Providers |
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CBD Advertising - A Guide to Native Ad Platforms |
CBD advertising can be problematic on social media platforms, but native ads can provide an effective workaround for CBD brand.
Get Your CBD Products Seen with Native Advertising
Ongoing legal ambiguities make CBD advertising challenging through normal channels.
America has long had an ambiguous relationship with the cannabis plants. Hemp has been used throughout the US for clothing and oil since the 17th Century; Congress even published a report in 2019 acknowledging its many practical uses.
Yet the molecular similarities between the naturally occurring CBD and THC compounds have led to confusion and suspicion among people unfamiliar with hemp plants. Even though CBD is legal, sections of society aren’t willing to acknowledge that the human body is packed with receptors that exist specifically to bind with CBD.
You’re probably no stranger to the fact that this has led to big challenges in promoting your CBD-infused health or beauty products.
Fortunately, there’s a way around these restrictions. CBD advertising can be easily done using native advertising platforms like Taboola, Outbrain, Content.ad, and Revcontent, allowing you to promote products that wouldn’t otherwise be seen on conventional channels.
Native ads are an ingenious way to position your CBD range in front of large audiences, but you have to be discreet when you structure your ads and landing pages. If you’d like more advice on how Brax can bring multiple native ad campaigns into one place, contact us for advice on marketing your CBD brand online.
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Native Ads Optimization Process |
This is a guide on a proven process to achieve success with advertising on native ad networks. It is based around getting each part of the ad experience journey optimized to maximize results. Get a head start on succeeding with your native advertising following this guide.
Goal: Get your CTR to .50 or above
First is to create ads and run for three to seven days then review. Check your ad stats to see if your ads are showing on the ad network, this is impressions and your campaign is spending money which indicates ads are getting clicked.
After three days, if the click thru rate (CTR) is below 0.5%+ CTR then pause the ads.
Create new ads in the same campaign and monitor for impressions & clicks again. If impressions drop or slow down then pause the campaign. Create a new campaign with new ad creatives. If the ads did not get over 100,000 impressions try testing them again in the new campaign.
Repeat this until you get an ad with a CTR above 0.5%.
How many ads should you put in a campaign at once?
Use the above numbers as a rule of thumb for each ad network.
When testing a native ad network, the hardest part tends to be finding an ad creative that works.
Goal: Get your Micro-conversion CPA break even
Once you've gotten the ad creative CTR in acceptable territory work on your landing page engagement and conversion. Some people jump to placements here, but I'd caution against that because a placement might perform poorly at this stage because of a poor landing page content layout or copy.
If you need to keep your budget tight, then consider optimizing the landing page with a few placements that show promise. Then open the gates wider once you have optimized.
However, if you have the budget, don't restrict yet because you will get better data by not restricting. Just keep your daily budget with a cap that you are comfortable spending to learn where there is an edge for you.
Now I recommend having a landing page with a click through for download/opt-in/purchase. Then measure this CTR. You want to get this to 20% as a rule of thumb.
If people are not clicking thru, they are not going to pull out a credit card and purchase so this is a good way to judge performance pre-purchase.
Goal: Get your CPA profitable
The third step is to optimize placements.
Whether you make a new campaign or keep the one that is going is up to you. I recommend a new one because it will be "clean" with none of the history from when you were making landing page changes.
With a winning creative and proven landing page, you can start adjusting bids by site placement. Here are the buckets I place site placements:
Non performers are sites with high bounce rates or no conversions after a certain spend over 7-14 days. Usually an exclusion list is created to block going forward.
Below target are sites that are break-even or below within 2x the cost per action goal. This is where you want to focus bid adjustments to get the placements to the cost per action target.
Above target are sites that are above break even of the cost per action goal. Usually an inclusion list for campaigns that only run on these placements is created after 14-30 days.
Goal: Get more volume within acceptable CPA range (profitable)
The final step is to scale to your limits. Then you have the awesome project of figuring out how to increase your limits :D
Areas you can scale:
A final note on scaling spend, once you have things tuned in don't get excited and double budgets. Trying to turn the dial too fast is a common reason for a campaign to flip upside down on ROI. Turn things up slowly and keep your team resources in mind, getting native right takes time.
Here is a starter pack to help you implement the above process with all the shortcuts and research done for you.
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Manage Native Ad Networks in One Place with Brax |
Tired of Spending Your Entire Day in Outbrain, Taboola and Revcontent on Repetitive Optimization Tasks?
Are you logging into Outbrain, Taboola or Revcontent to create the same ads over and over?
Do you set reminders to check budgets and change bids each day?
Spending too much time blocking publishers and adjusting bids?
Let’s get honest.
Once you get past $5k/month in ad spend on native it becomes a burden of work.
The interfaces were not built for pro media buyers like you.
Do you limit yourself to one ad network a day because it is just too time consuming otherwise?
Here is a typical workflow.
Go into the campaign, click on sites, export the data.
Match it up with some conversion data, then filter to see what needs blocked.
Then you go into backstage again and scroll through page by page, searching to find each publisher to block.
Then repeat for the next campaign.
Sound familiar?
And it is time consuming, error prone and a total pain!
Here is another scenario:
You create a campaign on Taboola that targets mobile US traffic for iOS. Then create ads in the worst experience ever.
Now you get to do it again for mobile US android and desktop. Want to target another country?
Or do this for more than one landing page?
Lucky you, get to repeat all that work over and over. This is just launching the campaigns.
Three days later you are faced with a list of 5,000 sites that sent traffic you get to sort through to block or adjust.
And you get to do that for every single campaign you just made.
Then again for whitelist campaigns and new discovery campaigns.
Then again for Oubrain and Revcontent.
For 2-3 campaigns this might work.
It quickly gets out of hand.
What if you could have your conversion and cost data in one place, already matched?
And could define when to block sites once, then run that across every campaign, every day or week?
Would that completely change the way you work with Outbrain, Taboola and Revcontent?
That is exactly what Brax helps you do, manage everything for native ads in one place.
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