Taboola's webinar, "Content and Creative Optimizations with Taboola" was held on Wednesday, May 27th at 11am EDT. This is session one in a three-part webinar series on how to drive highly engaged traffic with Taboola. The full video recording can be viewed here: https://goo.gl/Wv7vDz. Taboola's Senior Manager of Media Operations and Training, Grace Earle, led the discussion on creative optimizations including best practices for writing winning headlines, information on network trends and more. Session two: "How to Track Your Taboola Campaign" will be broadcasted on Wednesday June 3 at 11:00AM EDT and session three: "How to Set Up Your Taboola Campaign in Backstage" will be broadcasted Wednesday, June 10th at 11:00AM EDT. This series will help advertisers learn how to make the most of their Taboola campaigns! For more information about Taboola, please visit www.Taboola.com.

1. HOW TO: WRITE A WINNING HEADLINE
Creative optimization best practices and recommendations
May 27th, 2015
Presenter: Grace Earle/Taboola Media

2. Top Publisher
Placements
1K+
Monthly
Unique Users
550M
Sponsored
Content Items
5M+

3. TABOOLA REACHING MORE DESKTOP USERS THAN
FACEBOOK 1/2015
ReachProperty
95.1%Google Ad Network
86.0%Taboola
85.1%Yahoo Audience Net.
83.3%Google Sites
73.4%Outbrain
72.4%Yahoo Sites
57.3%Facebook

4. AGENDA
What are creative
optimizations?
Adding content – best
practices
Title best practices
Image best practices

5. WHAT ARE CREATIVE OPTIMIZATIONS?
• Adding new content
• Adding new titles
• Adding new images

6. HOW DO CREATIVE OPTIMIZATIONS AFFECT
MY CAMPAIGNS?
• Increase CTR (increase
scale)
• Increase PPVs
• Refresh inventory

7. CONTENT

8. WHEN SHOULD I ADD NEW CONTENT
TO MY CAMPAIGNS?
• When you start a new campaign
• When new content is added to your site
• When you need to support a new traffic initiative
• When you’d like to increase traffic to your site
• Refresh content every 2 weeks – 1 month, depending
on traffic needs

9. HOW MANY PIECES OF CONTENT ARE RECOMMENDED
PER CAMPAIGN?
• At least 5
• No more than ~50

10. TITLES

11. TITLE BEST PRACTICES

12. TITLE BEST PRACTICES

13. SHOULD I CREATE MULTIPLE TITLES PER URL?
• Yes, always A/B test!
• Create about ~3-5 titles per URL
• Make them as different as possible
• It is possible to over optimize

14. IMAGES

15. TECHNICAL REQUIREMENTS

16. IMAGE BEST PRACTICES

17. IMAGE BEST PRACTICES

18. IMAGE BEST PRACTICES
Taboola.com/resources

19. FAQs

20. I CAN’T SPEND ALL DAY OPTIMIZING.
HOW SHOULD I CHOOSE WHICH URLS TO OPTIMIZE?
• Choose URLs with highest ROI for you
• Choose timely URLs
• Choose already popular URLs
• Choose items you have not yet optimized

21. SHOULD I PAUSE ITEMS WITH LOW CTR?
• No
• Try to pause if the item is not driving a positive ROI
• A low ctr isn’t a bad thing
• Focus on post click performance and overall click
volume

22. IS THERE ANYTHING I ABSOLUTELY SHOULD
NOT DO WHEN OPTIMIZING CREATIVES?
• Delete/change existing
titles or images
• Create “click bait” titles,
or upload irrelevant
images

23. CURRENT TRENDS AND OPPORTUNITIES
OpportunitiesTrends
• How-To’s (Increase post click
engagement)
• Rare/Amazing/Behind The
Scenes Photos
• Positive Celebrity Content• Nostalgic Content
• Travel Vertical• Celebrity Couples
• Beauty/Fashion Vertical• “Secrets”

24. NEXT UP:
How to: track engagement – Wednesday, June 3rd at 11am ET
How to: set up campaigns in Backstage – Wednesday, June 10th at
11am ET

25. THANK YOU!
https://www.linkedin.com/in/graceearle