content & coffee with taboola: simple steps to increase roi
TRANSCRIPT
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
Yoav Ilovich – Head of Advertising Product
Melody Han – Director of Media Sales