Taboola promotes your articles and content across various content sites – they purchase placements on leading content sites and distribute the content that we, as advertisers, upload to Taboola’s advertising system. Taboola has become the largest content promotion platform, and its placements appear on sites all over the world.
Unlike regular ads we see on the internet, such as banners on content sites or Facebook ads, articles written for Taboola advertising do not try to “push” the purchase of the product – instead, they are written and structured just like real journalistic articles.
In the previous post, you learned how to set up your first campaign on Taboola. In this post, we will talk about the advanced tools Taboola offers to make your campaigns succeed and deliver excellent results
Here is a list of advanced tools for advertising on Taboola:
Remarketing
Taboola allows you to track visitors who visited your article/website and using them as audiences in your campaigns, for instance, displaying additional content ads only to those who visited via your published campaign. Taboola has a base code that can be embedded on the site to track conversions:
Conversion Tracking
Using the Taboola Pixel, you can define conversions and track actions that users take on your site. Additionally, conversion tracking helps gather valuable insights and see which campaigns and creatives deliver the best performance. Afterwards, you can focus on the data that matters most to you and your business goals.
Passing UTM Parameters in Campaigns
Passing parameters to Analytics (UTM) is one of the most important tools for a successful campaign, as it allows you to add tracking parameters, track the performance of your campaigns in Google Analytics, and optimize accordingly. Taboola allows us to automatically pass information from the campaign via the link directly into the UTM parameters
We can pass dynamic parameters using curly braces like this {example} When the ad is displayed, Taboola will recognize, find, and replace the text in brackets with the received parameter. This way you can pass the campaign name, the site the visitor came from, the platform, and more. Here is a list of dynamic parameters that can be passed
Dynamic Text in Ads
Taboola allows you to insert dynamic keywords into ads. This enables you to create a more personalized message for the user, for example, inserting the city they live in, the day of the week, or the device they are currently using. This will help you create more specific headlines for users, which is likely to lead to more clicks and higher engagement with landing pages.
Third-Party Remarketing Pixel Tracking
Taboola allows you to add third-party remarketing pixels, such as Facebook or Google, to your campaign. This way, when a user clicks on one of Taboola’s ads and goes to the site/article, even if it is not on your site – you can “tag” them along the way, that is, trigger a remarketing pixel (e.g., Facebook) and create an audience on Facebook so we can run campaigns for that same audience across those platforms.
Lookalike Audiences
An advanced and powerful tool in Taboola is the ability to create Lookalike audiences – audiences similar to the audience that has already visited your website.
This tool allows you to target advertising to the audience most similar to users who performed the action on the site, so that Lookalike audiences dynamically search for other users who performed the action you defined, thereby refining targeting and improving campaign performance.
Custom Audience - Targeting by Lists
Taboola allows uploading list files of people’s details (email, phone, full name) to display the campaign only to those people. * This feature is available in the United States
Contextual Targeting
Taboola allows targeting by contextual relevance, so that your ads appear in articles with content on a specific topic:
Motion Ads
Motion Ads are ad formats designed to achieve conversion goals using short videos running in Taboola’s sponsored content placements. Motion Ads are a great way to enhance the existing creative strategy and help increase click-through and conversion rates, which can lead to a decrease in your cost per lead/acquisition.
Summary
In this article, we discussed the advanced tools Taboola offers advertisers. Taboola is a great way to publish your content alongside other platforms. The platform offers advanced tools for precise targeting and remarketing that can certainly improve your digital campaigns. Note that Taboola has quite a few advanced tools to learn in order to get the most out of the system
About the Author
Adi Golan, Campaign Manager at Fialkov Digital, specializes in advertising with advanced tools and automations.
