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If you think Native Ads is something you do with your clothes off, you're probably right...
It is the most “stripped-down” form of marketing. And who doesn’t like stripped-down?
But this is nothing new…
Ogilvy mastered advertorials years ago. These just happen to be integrated amongst editorial content on the world's leading news sites. Like CNN. MSN. Fox. NBC etc.
But of course, Most People Don't Understand Native Ads...
They try traditional PPC-style landing pages and then cry like toddlers with colic when it doesn’t work.
Boohoo. I don’t care. Dry your eyes!
Fortunately, you don’t have to be one of them…
But you DO have to use Taboola Ads because you DO want your content on the world’s best news sites, right?
Good. Of course, you do.
Everyone wants high-value leads...
Taboola Ads Top 10 Tips for Beginners
1. Conversion Tracking
Step 1 in any campaign is to setup conversion tracking so that the platform knows how to optimise your campaigns for the best performance, and so that you can quickly see where you are getting the best results, and make changes as needed.
Install the Taboola Conversion Tracking Pixel.
2. Advertorial Strategy
You are not sending traffic to Google Ads landing pages, your audience is not looking for your product and not interested in a hard sale.
Your job is to create editorial content using the AIDA strategy to start. First get the users Attention, then create Interest, followed by Desire and finally get them to take Action.
Think 75% useful editorial post with 25% CTA at the bottom of the article.
3. Device Targeting
Don't setup one campaign targeting mobile and desktop users, you're going to waste your money.
Start with desktop targeting only as the user is more engaged, then setup a new campaign targeting mobile users, as you will notice there is a distinct price difference in performance when you start.
A desktop user and a mobile device user are in two different mindsets when viewing your content, and your CTA placement etc will need to be designed accordingly, so test on separate targeted campaigns.
4. Image CTR
Here are 5 best-practices for images:
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Women's faces get attention
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Contrasting backgrounds work
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Try B&W images
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Use authentic images from your phone
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A/B Test 7 Images min per campaign
5. Headline CTR
Here are 5 best-practices for headlines:
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Use numbers in headlines
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Try "How To" headlines
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Keep headlines short for mobile
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Show a benefit in the headline
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Identify your audience in the headline
6. Traffic Sources
Taboola Ads provides detailed reporting on where your ads appear. Analyse the performance of the top sites in your report, turn off bad performers, decrease bids on sub-par results and increase bids on your winning placements, then scale your ad budget.
7. Time of Day
Taboola Ads shows your best performing time of the day to get leads, so be sure to increase your budget according to when you have the best results, and decrease it when results are more expensive.
8. Day of Week
A user has a very different mindset on a Monday compared to a Friday, for example, or after pay day, a long weekend or other important holidays. Take this into consideration when planning your monthly campaign budget and you can easily "double down" on sweet spots and minimise losses in quieter periods.
9. Operating Systems
An Android user has a different value to an iPhone user, for example, consider the most popular device or operating system of your target market, and edit your campaign spend accordingly.
10. Lead Capture
Use a multi-step lead capture system like Heyflow for example, to increase the number of conversions you get through your lead capture funnel. You should also be able to see data for each step in your lead capture process, so you know where users may be falling off.
You should aim to achieve a conversion rate of 20% or more with your lead capture flows from your Taboola Ads advertorial.
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