On Monday, March 20, 2017 Taboola led the second session of “All Things Taboola." Lena and Jon from the agency team went through the platform, Backstage, and took the audience through steps on how to launch their first campaign. They were joined by content specialist, Sean Surdovel, who explained exactly what creative, headline, image and landing page best practices to use to boost performance. Part of an agency? Sign up for Taboola Partners at http://go.taboola.com/agency-program/ Start your campaign now! signup.taboola.com

1. Agency Training
All Things Taboola #2
March 2017

2. Our presenters
for today
• Sean Surdovel
• Content Strategist at Taboola
• Lena Chudasama
• Success Manager at Taboola
• Jonathan Riftin
• Taboola Partners Lead
• @ryonatan

3. Agenda
• Backstage Overview
• Launching your first
campaign
• Content Best Practices: Do’s
& Don’ts

4. Launching Your First Campaign
Let’s Dive In!
• Lena Chudasama
• Success Manager at Taboola

5. Before Starting:
Define Your Goals
Cost per Lead Cost per Purchase Cost per Page View
Before starting your Taboola campaign
Make sure to clearly define your campaign goals!
With clear goals in mind, you will more easily
understand how to optimize and where you can
make improvements.
Brand Awareness
Improvement
Cost per LeadNumber of New Users

6. Taboola's
campaign
management &
reporting platform:
Backstage

7. Accessing
Backstage
Backstage.Taboola.com

8. New Campaign
Creation
Click on “Campaign Management” → “+New Campaign”

9. Input campaign
name, branding
text and flight
dates
• Give it a name and
make it meaningful.
• Example:
Pencils - US Mobile
(Product - Targeting
country - Platform)
• Select time frame

10. Branding Text
Affiliate Marketer
Branding text must be product name
Performance Marketer
Branding text must be product or
company name
Brand – Earned Media
Branding text must include name of brand
and publication
Publisher & Brands
Branding text must be name or address of
website, or name of brand

11. Set Geo and
Platform
Targeting
Set Geo-Targeting
Either choose specific countries or regions
to target OR choose countries or regions to
block
Set platform targeting
Choose 1 or all of the
following: desktop, tablet or
smartphone

12. Bidding & Budget CPC
The CPC you input will be the amount
you’ll pay for a single click

13. Setting Your
Budget
Budget Criteria Daily Ad Delivery
Balanced: Pace the spend as evenly as
possible throughout the campaign period
(recommended)
Accelerated: Spend as fast as possible
Strict: The campaign will have a daily limit
of spend
Monthly Flight - The budget will
automatically renew itself each month.
Entire Campaign - The campaign will stop
spending once it fulfills that budget

14. URL Tracking
Parameters
URL Tracking Parameters
The default tracking will be:
utm_source=taboola&utm_medium=referral
Taboola supports these Macros
• {site} – will pass back referring publisher information
• {title) – will pass back item title information
• {thumbnail} – will pass back item image URL information
• {timestamp} - will pass back a random unique #
• {platform} - will return "Desktop" or "Mobile," etc.
• {campaign_id} - will return the campaign's campaign ID
• {campaign_item_id} - will return the unique Taboola Item ID
of the item that was clicked on
Tracking parameters allow you
to pass back information about
your Taboola campaigns to your
analytics dashboard (Google
Analytics, Omniture, etc.).
Tracking parameters can be
added at the campaign or item
level.

15. Adding Items to
Your Campaign
Add URL’s, titles and images
to your campaign
Simply paste your URL into the URL textbox and click the “+Add”
button.
Tip: You can insert multiple URLs at once and later edit their
headlines and thumbnails for A/B testing

16. Campaign
Inventory
If you want to add more content later - click on
Campaign Management and the inventory icon

17. Editing Your
Campaign Items
To change a thumbnail image or title - just hover
over them and click on the tiny pencil

18. Edit Your
Campaign
Settings and Items
at Any Time
Edit campaign Settings
To edit your campaign name, timeframe,
targeting, bidding, budget and tracking –
go to campaign management, then click
on the pencil icon for the campaign you’d
like to edit
Or, edit inline for cpc, budget, flight dates
and to play/pause
Edit Campaign Items
To edit your campaign items – go to
campaign management, then click on the
list icon for the campaign you’d like to
edit

19. Content Review
Process
This can take
up to 24 hours

20. Tracking For
Success
Goals TrackingSuccess

21. Generating Your
Taboola Pixel
1.
2.

22. Generating Your
Taboola Pixel
1.
2.

23. Implement Your
Taboola Pixel -
Conversions <head>
...your code…
...Taboola’s code…
</head>
Thank you page code

24. Implement Your
Taboola Pixel –
Page Views
implement code on all websites
pages (within the <head>)
Make sure you name it
“page_views”!
To track pageviews

25. Time Report

26. By Provider (Multiple accounts)

27. Campaign Report

28. Site Report

29. Platform Report (Device)

30. Top Campaign Content

31. Advanced Targeting

32. Retargeting
Campaigns
Potential
Customer Visits
Your Site
But Leaves
Without Taking
an Action
Later, She Reads
Content on other Sites
– News, Sports,
Entertainment, Etc.
She is interested in
your content and
clicks on your link
Your potential customer is
back on your site where you
can use your content to
convert her
1 2 3
45

33. Contextual
Targeting
Allows a campaign to
appear one or many
contexts (sports,
finance, entertainment,
etc.) across our
network, leading to
higher engagement
Parenting Article Sports Article Fashion ArticleYour Content

34. Audience
Targeting

35. Content Guidelines

36. Not allowed
• Sexually suggestive
• Looks like genitals
• Bad words in image
• Nudity (even covered)
• Visible nipple outlines
• Overly violent
• Dead bodies
• Harm to children
• Photoshopped
• Misleading
• Grotesque
• Gun close-ups
• Upskirts

37. Non-Premium
• Mean-spirited gossip
• Unflattering pictures
used in a mean way
• Product targets insecurities
• Beauty
• Anti-aging
• Mildly suggestive
• Exaggerated headlines
• Drawn arrows/circles in
images
• Dental Referrals
Mean-spirited gossip; appeals to vices;
exploits insecurities; uses exaggerated
headlines/images as a CTR trick

38. Premium
Not offensive or
controversial in any
way

39. Content That Converts
• Sean Surdovel
• Creative Strategist at Taboola

40. Agenda
• Know Your User
• Content Strategy for Performance
• Title Best Practices
• Calls to Action
• A/B Testing

41. “I want to find information
about a specific topic”
Search
“I want to consume
content”
Discovery
“I want to engage
with my friends”
Social

42. What “CONTENT CONSUMPTION MODE” Means For
Performance-Marketers
• User hasn’t directly sought out your product,
and is “flying blind”
• User isn’t in “Decision Making Mode”
BUT
• You have reached an audience you would have
never found otherwise
• You have a “captive audience” for your pitch

43. Your Goal
• Reach and engage the user.
• Guide them to your KPI.
• Make the action easy.

44. The Great Online Balancing Act
CTR ENGAGEMENT

45. How To Make
Your Content
Perform

46. Use Content That Fits Your Funnel
10 Tips to Impress
on a First Date
Know Your Product and Its Audience
8 Reasons to Try
Online Dating

47. How to Pick the Right Strategy
3 Common User Actions
1. The No-Risk Decision – Basic Information Only
2. The Low-Risk Transaction – Money or Personally Identifiable Information
3. The High-Risk Transaction – Any action that requires discussing with
someone else, meticulous planning, or precise timing.

48. How to Pick the Right Strategy
Common Considerations
1. Explain and provide value to the user – what makes you interesting a
nd useful
2. Add credibility to your message
3. Make your action easy to identify and accomplish (DON’T MAKE THE
USER WORK!)
4. Plan for the user’s decision making process – First-time or familiar
user, Secondary KPIs, Retargeting, etc.

49. How to Pick the Right Strategy
Common Considerations (Continued)
1. Speak to your audience at the point where they’re most likely to c
onvert
2. Always have a backup plan

50. Your Title is Your First
(And Best) Targeting Tool
• Pre-qualify your click: Quality over quantity
• Be enticing, but also specific

51. Getting the Click
(Tips for Attracting Users)
Entice with intrigue and mystery

52. Getting the Click
(Tips for Attracting Users)
Numbered lists work!

53. Getting the Click
(Tips for Attracting Users)
Use Bold Descriptive Words!

54. Meet User Expectation

55. Remember the user didn’t arrive from
search or your home page.
If you want them to take action,
tell them why!
Give The
User Context

56. The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
Driving Toward Your KPI

57. DON’T:
Keep It In
The
Right Rail

58. DON’T:
Make It
Look
Like A
Banner

59. And Remember…
The user shouldn’t “work” for you.
This means:
• Minimal form fields
• When possible - “automatic” integration
(Facebook connect, Paypal, etc)

60. A/B Test Everything!
George Clooney's Surprising
Family History
You Won't Believe Who's
Related to Abraham Lincoln
387.5%

61. A/B TEST
EVERYTHING!
57%

62. Q&A
Agencies@Taboola.com