Are you looking to expand your advertising efforts, and aren’t sure where to turn? Native, in combination with your PPC efforts, may be the way to boost your funnel and supercharge your ROI. Native advertising is an excellent indicator of brand awareness because it cuts through the noise and plays a strong role of planting the seed with your audience. A wonderful segway into PPC efforts that push users down your funnel to conversion. In this presentation, Taboola’s Mike Gifis and Hanapin’s Andrew Harder will show you how you can marry your native and search efforts, and help you understand how you can use campaigns tailored toward upper funnel goals and drive bottom funnel goals. You’ll learn: - How native can help grow your remarketing lists, prospecting, increase ROAS, etc - How to navigate goal setting in different verticals - What creative performs well for native advertising

1. Expand Your Advertising Efforts
with Native Ads
With Andrew Harder and Mike Gifis

2. Presenters
Andrew Harder
● Account Manager at Hanapin
Marketing
● @Hanapin
Mike Gifis
● Head of SMB Media Sales at Taboola
● @michaelgifis

3. About Hanapin
Hanapin also produces PPC Hero and Hero Conf
The digital marketing
experts who create unique
solutions to empower you
to be the hero at your
business.

4. About Taboola Key Assets:
● Exclusive Native Inventory
● Sponsored Content & Video
● User Data
● Proprietary Recommendation
Tech, Based on Deep
Learning
Typical Campaign Goals:
● Brand Awareness (Scale or
Reach)
● Acquisition, Growth
Top Verticals:
● Finance
● Auto
● Health
● Retail
● Travel
● Entertainment
We help 1.4B users around the world
discover new ideas that matter to
them, helping brands engage with
relevant audiences across thousands
of premium publishers and other
mobile touchpoints throughout the
day.

5. AGENDA
● Native advertising
● Where native can drive results
● Attribution secrets
● Examples from brands

6. What is native advertising?
Nondisruptive.

7. What is native advertising?
Nondisruptive.
Inherent within the environment’s user experience.

8. Where do you think native is
the most effective?
A. Upper funnel
B. Middle funnel
C.Lower funnel
D.It depends

9. Awarenes
s✓

10. Awarenes
s
Consideration
✓
✓

11. Awarenes
s
Consideration
Decision
✓
✓
✓

12. Native
Conquers
the Funnel
Awarenes
s
Consideration
Decision
✓
✓
✓

13. Awareness
Consideration
Decision
Awareness
Consideration
Decision
Awareness
Consideration
Decision
Awareness
Consideration
Decision
Retail EducationTravel Finance
Your Business, Your Funnel

14. Awareness
Consideration
Decision
Awareness
Consideration
Decision
Awareness
Consideration
Decision
Retail EducationFinance
Your Business, Your Funnel
Travel
(Booking)
Consideration
Decision
View, Site Visit
Search / Page Depth

15. Awareness
Consideration
Decision
Awareness
Consideration
Decision
Awareness
Consideration
Decision
Retail EducationFinance
Your Business, Your Funnel
Travel
(Booking)
Booking Details Page
Select Booking
Decision
View, Site Visit
Search / Page Depth

16. Awareness
Consideration
Decision
Awareness
Consideration
Decision
Awareness
Consideration
Decision
Retail EducationFinance
Your Business, Your Funnel
Travel
(Booking)
Booking Details Page
Select Booking
Start Checkout
Confirm Booking
View, Site Visit
Search / Page Depth

17. Awareness
Consideration
Decision
Awareness
Consideration
Decision
Retail Education
Your Business, Your Funnel
Travel
(Booking)
Booking Details Page
Select Booking
Start Checkout
Confirm Booking
Finance
(Issued, Funded)
View, Site Visit
Search / Page Depth
Application Start
Lead Submit
Application Submit
Approval
View, Site Visit
Search / Page Depth

18. Your Business, Your Funnel
Travel
(Booking)
Booking Details Page
Select Booking
Start Checkout
Confirm Booking
Finance
(Issued, Funded)
View, Site Visit
Search / Page Depth
Application Start
Lead Submit
Application Submit
Approval
Retail
(Purchase, Subscription)
View, Site Visit
Search / Page Depth
Product Pageview
Add-to-Cart
Start Checkout
Confirm Order
Education
(Enrollment)
Awareness
Consideration
Decision
View, Site Visit
Search / Page Depth

19. Your Business, Your Funnel
View, Site Visit
Search / Page Depth
Travel
(Booking)
Booking Details Page
Select Booking
Start Checkout
Confirm Booking
Finance
(Issued, Funded)
View, Site Visit
Search / Page Depth
Application Start
Lead Submit
Application Submit
Approval
Retail
(Purchase, Subscription)
View, Site Visit
Search / Page Depth
Product Pageview
Add-to-Cart
Start Checkout
Confirm Order
Education
(Enrollment)
View, Site Visit
Search / Page Depth
Application Start
Application Submit
Application Review
Enrollment

20. Measuring Native’s Impact on Your Funnel
Attribution Secrets

21. Why Test Native?
Compliment top, mid and bottom efforts.Not as effective brand lift, CTRs are low. Avoid them with native campaigns.
Display Ads Ad Blockers Full Funnel

22. Blend Native Into Your Marketing Mix
Responsive Display
Ads
YouTube TrueView
Ads

23. Measuring: Brand Lift
Exposed vs. Control
Manage other variables.
Split Audiences
Split Markets
BLS example

24. Measuring: MTA
… Feed MTA insights into native
platform e.g. Taboola SmartBid
… Campaigns to a Funnel-Appropriate KPI,
and … Budget to Incremental Channels
Data
Manage
… Correlation between KPI’s thru the
Funnel … Lift across other channels
think: “Growth” Marketing
Measure
… Channels that engage your target
audience
Repurpose

25. Which Measurement Methods
Have You Used?
A. Multi-touch Solution
B. Holdout
C.Cross-Channel Lift
D.Brand Lift Study

26. How This Works by Vertical
Winning Creative: Travel, Finance, E-commerce and
Education

27. Which Verticals are Most
Relevant to You?
A. Travel
B. Finance
C.E-commerce
D.Education

28. Travel

29. The Short Report: Paid Advertising Trends for
Travel and Tourism Marketers
Download Full

30. Take This Quiz to Discover
Your Next Travel Destination
International Airline
Book Flights from LAX to
JFK Starting at $329
International Airline
Consideration Decision
3 Travel Tips to Make Long
Flights More Comfortable
International Airline
Awareness

31. — Nuria Cabot, Global Marketing Director, Passenger 6A
“In several new markets, we wanted to start selling
travel packages directly to customers online. We
created the Passenger 6A (P6A) editorial brand to
educate consumers about our offerings, and saw
immense success in audience growth and content
engagement with Taboola during our recent ‘Visit
Britain’ campaign.” 600+
Bookings
317k
Visits
97%
Percent of traffic driven
by content discovery

32. Trending:
Color Images
No Text
Women.
trends.taboola.com

33. Forbidden
Never
Photos
Country Name
trends.taboola.com

34. Finance

35. 5 Things to Know Before You
Buy a House
US Bank
Consideration
How to Get Your Finances
Ready for the Holidays
US Bank
Shop the Best Mortgage
Insurance Deals Now
US Bank
Awareness Decision

36. - Liran Kabilo, PPC Campaign Manager, AIG Israel
"Mortgage insurance can be a challenging topic for people to
deal with, our main goal is to remove barriers and create
demand from relevant people. A video is a great way to
deliver our message, and once viewed, buying mortgage
insurance at AIG will save customers a lot.
If I’m looking to bring in new blood, Taboola is the best first-
interaction platform for conversions." 50%
Path to Conversion Initiated
with Taboola Video
Uplift on Purchase
Intent in 30 Days
Uniques
30% 400k

37. trends.taboola.com
Trending:
Food
Animals and
No People

38. Change
City
Savings
trends.taboola.com

39. E-commerce

40. 7 Gifts Your Man Will
Definitely Love
E-commerce Brand
7 Reasons You Should Be
Buying Your Glasses Online
E-commerce Brand
3 Lighting Tips to Make Your
Small Space Larger
E-commerce Brand
Consideration DecisionAwareness

41. - Emily Kalen, Senior Manager of Media Strategy at Boxed
“Boxed is comprised of people with generosity built into their
DNA. When we were covered on the ‘Today’ Show for recent
activities for social good, we wanted to circulate it and turned
to Taboola, which brought very high quality prospects.
With pixel-based tracking, we saw a lift in people taking
action on site—people saw the clip, typed our website into
the search bar and signed up. Some even made purchases!" 1,496
Conversions
Driven by One
Piece of Content
5,000+
Actions Driven by the
Same Content Piece
3.18%
CVR (Clicks)

42. Animals
Food
Close Up
trends.taboola.com

43. Illustrate your
products and
emotions.
trends.taboola.com

44. Education

45. 10 Ways to Learn More About
[Marketing] Easily
Online University
How to Level Up at Work
Without Leaving Your Couch
Online University
See Why So Many People are
Signing Up for These Classes
Online University
Consideration DecisionAwareness

46. Yooyung Imsland, Director of Media Strategy at Digital Management, Inc. (DMI)
“When we first tested native advertising, we assumed it
was going to be an upper funnel tactic only, but it’s proven
to be an effective lead generation tactic as well—because
native is very scalable and driven by the CPC model, it’s
worked well in Georgetown University’s favor for efficient
and effective performance.”
740%
Increase in Conversion
Rate (CVR)
84%
Decrease in Cost Per
Acquisition (CPA)

47. Images
without
animals,
people and
food are
trending.
trends.taboola.com

48. Use words like
Education and
University
instead of
Program.
trends.taboola.com

49. Questions?

50. Would you like an offer?
A. I’d like to receive tips and industry
trends from Taboola
B. I’d like to receive emails keeping me
updated on Hero Conf London
C. I’d like both
D. No thanks

51. Thanks for joining our webinar!
Hanapin: marketing@hanapinmarketing.com
Taboola: webinars@taboola.com