Content & Coffee with Taboola: Simple Steps to Increase ROI

Looking Under the Hood

Yoav Ilovich – Head of Advertising

Product

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”

How to Create Content That Converts

INBAR YAGUR, HEAD CONTENT STRATEGIST

“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.

Your Goal

• Reach and engage the user.

• Gradually guide them to your KPI.

• Make the action easy.

The Taboola Conversion

Funnel

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

How to Make Your Content

Perform

The Allowance Analogy

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)

Did You Know?

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

MEET USER EXPECTATION

EASY NAVIGATION

AVOID DENSE TEXT

KEEP THE PAGE CLEAN

(But not too short!)

300 - 600 Words

KEEP IT SHORT

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

The bottom of an article is prime real estate.

Primary KPI

Secondary KPI

Driving Toward Your KPI

Any KPI is Relevant

DO: INTEGRATED FORM FIELDS

DO: TEXT AND A BUTTON

DON’T: KEEP IT IN THE RIGHT RAIL

DON’T: MAKE IT LOOK LIKE A BANNER

And Remember:• The user shouldn’t “work” for you. This

means:

• Minimal form fields

• When possible - “automatic” integration

(facebook connect, paypal, etc)

A/B TEST EVERYTHING!

57%

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

[email protected]

Yoav Ilovich – Head of Advertising Product

[email protected]

Melody Han – Director of Media Sales

[email protected]