An Introduction To Taboola Ads

We talk a lot about how to reach your target audience across Google, Facebook, YouTube, what have you. All the different platforms that are out there that allow you to prospect for your potential customers. Today, we want to add one to the list, and that’s Taboola.

It’s a content discovery and native advertising platform that has a lot of different targeting options than a lot of the other platforms we talked about before and get you into a number of different spaces across the Web that you can’t reach through the traditional online advertising platforms. On this page, we want to start from the very beginning since this is probably a new platform for many of you and go through the account creation. Talk about how to get your first campaign set up and give you a bit of an overview of the interface.

This will be very similar to what the Google ads or Microsoft ads platforms will have. When Taboola finds some recommendations it has for your account, it will notify you and it will come up with some ideas for how you can improve performance on your account. It does have a little bit of machine based learning and some suggestions to help make your campaigns perform a bit better.

Taboola does have a marketing pixel in the way that most platforms do. There’s a section here for Google Tag Manager where you can implement it directly. It gives you the idea really quickly and then also gives you a link to go to Google Tag Manager, open it up directly and add it in there if you want to manually add your code to the site. You can also do that by using the pixel code down here and then the really great thing is that Taboola actually has a chrome extension, so you can check and see if your pixel is added properly.

First, let’s go through your URLs. You can change the URL conditions, everything that you do into Taboola when you can edit it. If you hover over, you’ll see this dotted gray line. That basically just means that you can edit in line. If you want to have multiple different parameters that something needs to track, you’re going to have to create two different conversion rules for that. You would just set the conversion name like you would normally. You can choose a category of conversion type that this is whether it’s a lead, a checkout sale, a purchase, what have you. You can then set a value, the conversion window, and then you can choose whether to include it in total conversions or not. Treat this in the same way that you would your conversions column in Google ads. Do you want something to show up in that column or do you not, because it’s a slightly different goal or has a different value? Something along those lines to Taboola then has a really cool option, at least we think so.

In this audience property section, it’s automatically going to create an audience based off of this conversion action and you can choose here whether you want to automatically exclude anybody who converts on this conversion action from all of your campaigns. Let’s say this is basically somebody who fills out a lead or somebody who makes a purchase. If it’s only a one time thing and you don’t want their information anymore, you can just click yes. Everybody who converts on this conversion action will be excluded from all the remaining campaigns you have in the platform. Pretty cool if you ask us, but we can scroll back up and we want to show you what the event option looks like.

The first thing you get to choose is what you want your event based on. It’s got things popular and custom. Basically popular means that it’s going to choose from these preset types of action. If you want to have one be search or app install, you can easily choose one of these to get started with. Let’s just do app install and then we’ll scroll down a little bit. You can and set the properties. Whatever you want that conversion name to be what you want the event name to be, which is what’s going to show up in the pixel itself. You can set a value conversion window, the inclusion total and the audience properties, just like you could on the URL rule. Then down here you’ll notice that it gave us a custom code and over here it’s got app still included in it. That’s how you can set up a preset conversion action for events. Remember, there was also that custom option as well. Let’s scroll back up, take a look at that. Basically, we took away all of the different options that were already in there. Now you can customize this to be whatever you want it to be. Let’s say we want to track a video of you. You’ll choose view content as the category. you’ll leave the value and all the rest of this the same.

Others don’t just keep in mind that this is a lot of what the Taboola interface looks like, but you’ve already got a couple of audiences here. Since you created my pixel a while ago, it did create an all website visits audience for me automatically. You didn’t have to create this. This just showed up. Then the video view conversion ruled that we just created. There’s an audience set up for this, just like we talked about. It’s automatically going to create audiences based on the conversions that you set up. You can make changes to these just by using any of these buttons over here. The only one that is a little bit different is that this button here with the person on the basically means that you can exclude all users who are part of this audience from all of your campaigns. It’s the same thing we talked about with the conversion rules. If you go through set up a conversion action, but you don’t select that and then you decide later on that you do want to exclude everybody who creates that action from your campaigns. You can easily do that here just by clicking this button. Just know that you can go back and do that. Let’s go ahead and start to create some new audiences just to see what type of audiences we can create onto Taboola. You can create them from the pixel and from customer files. We’re going to do both of these real quick.

Creating an audience from the pixel looks almost identical to what it looks like to create a conversion action you can do by your URL or by event. You have your regular URL conditions, then your audience properties, whether it’s your name, the look back window again include or exclude from everything, and then you can create a description. All of this is really standard for what you would see in other platforms. The other is going to be the event, which again looks very similar to the other setups that we’ve already seen. You give it the property name, whether it’s audience, the event name that you want it to be, then you get to choose the date range, include or exclude and then the embed code. Down here you can see event name is still here. When you change that up in this field, we’ll just use video of you since it’s already populating. You can see that show up in this code down here. Whatever you put in the event name is going to be the event that shows up in this pixel window. That’s what you’re going to add to your website. For now, since you already have this audience created, you’re just going to click cancel. Now you want to show you what it looks like to create an audience based on a customer file. This is very similar to what you would see in other platforms, because a side note, this is only for the United States. Keep that in mind. You need to choose your file from your desktop and there are some guidelines for that. It needs to be a CSV that has emails, mobile device IDs or five digit U.S. zip codes. There’s a little bit more information here about how to format all that good stuff. Then you need to make sure that your file sizes under one hundred megabytes. Keep that in mind. When you’re trying to upload your file, you can then choose the content type just to make sure that you’ve got it mapped out accordingly. One thing to keep in mind is that Taboola has some very specific parameters around businesses who extend lines of credit or basically people who give out loans. If you are in that business, you do need to choose yes. To this option for right now. You’re going to click now because you’re not in that. If this applies to you, we highly suggest that you read through this and make sure that you are staying within whatever legal parameters you need to be in. The next piece is going to be around targeting type. You really like this for Taboola audiences. You can choose either targeting or suppression, which is basically the usual type of audience targeting that you would use, whether you want to target this audience or if you plan to exclude them or you can choose look alike, which basically means that Taboola will create a look alike audience of the users that you’re uploading to this list. If you want to use both, then just click all and it will include the functionality of creating a look alike, as well as allowing you to target this list or suppress this list. It’s a little bit of a confusing language, but you do have to choose what your purpose with this audience is up front again to kind of cover your bases. It’s easy to just click all and then you can use it however you want moving forward. Then just like the other pieces, we need to create our audience name, add a description and then create audience. For now, you’re going to cancel. Now that we’ve done most of the basic sort of account setup piece, you want to run through what a campaign setup looks like and how you would create your campaign onto Taboola. Remember when we first came in here and created this account, it kind of forced us to create a placeholder campaign, but that was a very slim down version of the type of campaign you can create. Let’s hop into campaign management and go through the more robust option on the platform. My placeholder campaign is populated in here and we’ll go through kind of what the screen looks like here in a minute. For right now, you just want to click create new campaign. OK, so we’ve got our. Progress bar up here, and we’re going to start creating the information here, you’re going to go ahead and give this a name, this campaign name you will see in the back end, but nobody else will ever see this branding text down here. This will populate to your target audience. This is effectively your company name that will show up on ads. Whatever you put in this branding text, please know that the users on the other end will see this. Make sure it’s what you want them to see. Now, just like we did in the other set, let’s click campaign objectives. You’re just going to go with Web engagement and if we scroll down, we can start to set the different parameters here, time frame, whatever the start and end date is. If you have a specific time frame you want this to run for right now, you’re just going to leave as soon as reviewed. When you stop it as a start and end dates, you can schedule your campaign. 24/7 basically just means it runs all the time. If you want to customize your ad scheduling, you can do that pretty easily. You can choose from different drop downs, whether it’s weekdays, weekend or every day, and then you can choose what time ranges you want them to run and click apply. It’s going to default you to having it be on every day of the week, all day effectively here. As you can see, each time you scroll over this, it’s got that little gray box. If you want to click this, you can choose specific hours and then it’ll allow you to start enabling the ads at a certain time in the morning and only run them until another time in the afternoon. Something along those lines. You can get custom with this if you want to, and you can also change the time zone in here if you need it to be set up for a different time zone right now. For the sake of it, you’re just going to set it up as twenty four seven. Now you want to look at campaign targeting. This is where we can start to customize where our ads will show up across the table network. You can choose your campaign target locations, you can block locations or you can target all locations, which basically means literally everywhere to Taboola can run. If you want to set up a target location, you can start by coming here and just clicking from the dropdown. You’ll notice at the top it’ll actually default you two continents, Europe or North America, or you can start to find the different individual countries further down the list. For right now, just to show you what this looks like, you’re looking at North America and it will pre populate the three countries within North America, which makes it very easy. Now, you’ll notice that there is a subsection down here, but all of these other pieces are great out. Can’t click on them. The short version of this is that you have to choose only one country if you want to do any of these subcounty targeting. Let’s go ahead and get rid of Canada and Mexico. Now these different parameters have come open. If we want to target a different state, we can choose from the dropdown. Same thing with a DMA region, same thing with city as well as postal codes. It will populate all of the individual postal codes for you to choose from. If that’s the way that you want to go, go for it. But for now, you’re going to leave it as an entire country just for sake of setting up a campaign. You can then choose the platform that you want to use. No, that platform onto Taboola means device. Basically, you can either choose desktop, smartphone or tablet. You can choose the operating system that somebody is using. You can include certain operating systems. You can also do the same thing just for excluding different operating systems. For some reason, you don’t want to target people on Android. That’s your prerogative. You can do that. Same thing goes with different browsers. You can include or exclude different browsers that are available. Come in here. Just click the dropdown. There are a number of different browsers available that you can choose from and you can add or exclude them however you see fit for your campaigns. Then you can choose a connection type. You can choose if you want basically anybody on the Internet or only if they’re connected to Wi-Fi. We would suggest using only if they’re connected to Wi-Fi. If you know that maybe you have a video that needs to load or your website isn’t particularly fast, something along those lines that if somebody needs to be on a faster on average Internet, you might want to choose the Wi-Fi only so you don’t frustrate people with using lots of their data or making it really tough to download the information because they are on a network as opposed to Wi-Fi. You can also choose to block certain publishers if you want to do that. This is a little bit of a hairy situation, but if you want to exclude, like new sites, something like that, this is probably more for advanced users down the line. You can block certain publishers from showing your ads to keep your brand safe. The next thing we want to talk about are the audiences available onto Taboola. This first section, my audiences, this is effectively any of the audiences we created, either based on a URL, an event or custom audience upload. You can just choose from my audiences. Then if there is an audience that you can choose from, it will show up in this dropdown. Like we said, this is a placeholder account. There’s not much same thing with look alikes, any of your lookalikes that are available. They will show up in this dropdown over here. Then a different type of audience is campaign clickers. This is one that we think is pretty cool. If you have certain campaigns set up and people have clicked on those campaigns, you can target that audience. Think of this almost in the same way as we do YouTube sequencing. We’ve got a video on that where if somebody engages with a certain video to a certain degree, you can then target them with a very customized video that comes up next. This is the same thing with Tabula. Let’s say you put out a campaign that was prosit. Getting somebody engaged with that and you want to target people who engaged with that specific call to action in a very particular way, you can create this campaign clickers, audience and target only the people who engaged with that one campaign. Very cool if you’re trying to create a very modeled type of retargeting funnel and walking people through very particular steps. If you click on this dropdown, you can see that my placeholder one campaign shows up because that’s the only other campaign that’s in here. There will be a dropdown of all the campaigns you have available to choose from in this campaign clicker section. Then the last part of audiences are these marketplace audiences. This is where we can start to leverage a lot of the other available audiences that TaboolaT has on the platform. These are going to default by the audience size. You can see that these are pretty big audiences to start with. What we want to walk through are these different filters up at the top. We think these are really helpful. The first thing you can do is choose a certain category. Let’s just say we want to target people based on their behaviors and interests. Now this segment name column just changed and all of these audiences got rid of anything that was not a behavior or an interest. The second thing is that the subcategory became available to you. Now we can click into subcategory and we can filter for any of the audiences that are trying to target people based on behaviors and interests around auto and vehicle, beauty and fashion, culture and arts, whatever you want for right now, let’s just say food and drink. Now all of the audiences that are available that are around food and drink behaviors and interests have popped up. Some of them are very broad to begin with. Let’s say you want to target people based on alcohol or something along those lines. You can target people who are foodies, people who like Thanksgiving food, whatever it is. You also notice that this data provider column changed and you can filter for different data providers. Taboola provides its own list. There’s also Axium Bamburgh, which tends to do a lot of B2B audiences, lots of different providers in here that you can choose from. And if you want to filter for only a company that you like to use now, you can start to find all of the new star audiences around, people who have behaviors and interests in food and drink. Then when you choose the audience that you want, all you have to do is click this blue button and it’s added to your campaign. You can add multiple audiences, but know that this is going to be an or statement between these. Somebody can be interested in casual and fast food diners or Heinz ketchup. Either audience will show up. If you want to do some sort of an and statement, you have to reach out to the Taboola campaign manager assigned to you and then you can get those added into your account. Now that we have our very specific audiences set up, let’s slide down to this next section around bitting and budget. Just the same way we would do in any other platform, you can choose your bid amount that you want to have in here. Think of this as a display campaign, because that is very much what it is. It’s going to be on a very broad network. You saw the audience sizes that we were just working with. It is a pretty broad targeting type. Keep in mind that you do want your cost per click to reflect how specific your audience is. Choose a value that makes sense to you. You’re just going to put in seventy five cents and use that as a placeholder. Now you can choose your bid strategy. Think of this as effectively setting a manual CPC which would be fixed bid or enhanced CPC, which is smart bid. It’ll kind of go above and beyond what you need to get, but it’ll try and keep your bid amount that you put in mind just to make sure that you are going after different opportunities that could result in the conversions that you want based on your marketing objective. It’s also going to probably go over that amount, pick whether you want to be fixed or smart bid. You can then set a goal CPA if you want to, just to help Taboola optimize for the goals that you want at the price that you want. Then you can set your spending limit or basically your budget and you can have that run for either the entire campaign or effectively lifetime or a monthly flight. If you’ll remember from Cap Tarah, you give that a monthly budget and Katara serves that evenly over the course of the month to Taboola works in the same way. There’s not a daily budget here that you would set, but you can set a monthly flight and basically give it the budget that you would want for the entire month. Then you can set a sort of balanced or strict set up for the daily budgets that are in here. If you want your budget to be split pretty evenly, Taboola suggests using balanced, you can set a strict daily cap, which will almost be like a daily budget, but not quite. It also means that if there are a couple of days where tabula underspends, it will not then overspend by the same amount to hit your monthly flight budget that you have in place. Then the last thing is going to be around the creative traffic allocation, or that’s a fancy way of saying ad rotation. Do you want your ads to rotate evenly in the way that you would for most search platforms to do a, a, B test, or do you want to Taboola to optimize your ad creative based on which one is performing best or which one is perceived to perform best? We almost always set it to even because you’re trying to do some sort of a creative test. If it makes sense for you, you can set it as a. Demised as well. Lastly, we can scroll down a little bit, see the last two sections here tracking this is something that you can use as a campaign level tracking template for your campaigns to.

Taboola already has some preset information in here. If you want to use UTM source to Taboola, which makes sense, if you want to use UTM medium as a referral, that’s fine. If you want to change any of this, add anything to it, create a campaign UTM parameter. You can add that in here when we set up the ad creative, which we’ll get to in a minute. That ad creative will override this section of the tracking code. But you can put this in here. If you don’t want to add any additional tracking to your ads and you want it to live at the campaign level, it’s very similar to tracking templates in Microsoft ads or Google ads. In that way, then if you’re using some sort of third party tag, whether it’s DCOM, ISIS or MOED, you can add all of those in here as well. Then any additional comments that you can put here? Remember earlier we mentioned that to create an and statement in your audiences as opposed to an overstatement, you need to use your to Taboola contact. This is a place you can do that. You can set up the campaigns in the way that you want, include the number of audiences that you want. There is somebody on the back end who’s going to be approving and setting up your campaigns and making sure that they’re active. If you want an audience to be an and statement or if you have some other parameters that you want to change and you kind of want somebody to read your notes on this, you can add that in this additional requests section and somebody will get back to you or will make the changes the way that you want. Now we’ve got that all set up. You’re just going to click continue. Now, before we get to any of the actual ad creation, Taboola wants us to confirm all of the different sections that we just set up so we can go through and review campaign ad time frame targeting all that good stuff. You’re just going to scroll quickly through this just for a placeholder again, and then you click submit campaign to get started. Now my campaign Placeholder two is pending review and now we need to set up my campaign inventory, which basically means the ad units, the campaign itself is set up. It’s Taboola, but there are no ads in it. The way that you ad creative into Taboola is you start off with a euro. We always suggest that you utilize all of your tracking parameters that you want on your you are all here. This is a lot like LinkedIn where you submit your you URL and then the platform kind of scrapes it to come up with some information. Well, let’s just get started with an easy placeholder URL here.

You’d want to add any tracking parameters that you want here. You’re just going to go ahead and skip that for the time being. Go ahead and click add. Just like with last time, you can see that Taboola has gone and grab a thumbnail from that page. It also has the title, the URL is available and then it shows the status and then a number of different places where you can edit so you can either pause the ad, delete it, or you can see an ad preview, which is pretty interesting to edit this. As you can see, each time we go over this, each one of these fields has the gray box and a pencil. If you want to change the thumbnail as opposed to the one that’s just straight from the site, you just click on the image. Taboola will then let you choose a new image either from the local file that you have on your site. You can use a Web URL. They have an image library or you can use a video file that’s available with the image that’s in here. You can choose a focal point so it can be automatic or you can choose custom where it basically gives you the image that it chose from. Then if you wanted to, oh, we don’t know, let’s say focus on this portion of the page as opposed to the automatic version that it did.

You can do that if you want to. You can choose to set your focal point on the ad creative. For now, you’re going to just choose a new file to upload and it’ll update the preview on what we have here. If you do want to see the placements, you can just click placements preview and you can open this in a new tab. Taboola will show you what the preview of this ad will look like and all the different placements. Obviously, we just chose a image that we already had available. It was not created specifically for the Taboola placement, but it does allow you to see what your ads will look like in different placements on the table, on network. A very handy tool that you’ve got here. You can see that some look okay, like these look great. But then as you get further down, they don’t look great. Things are being cut off. Down here at the bottom, you can see that tubular gives you some parameters for what your sizes should be. There’s also a best practices guide down here that you can click on and it will take you to the tabula help center where you can see title and thumbnail best practices for what you should use in your creative. If you do want to make sure that you’ve got the right thumbnails in place, they do have some suggestions for that, as well as some different pieces that you should focus on for title and how you can write the title of your ads. All that good stuff down here at the bottom. For now, you’re just going to run with this just to get the placeholder in there. Then if you want to, you can change your title in the way that you normally would remember that your business name that we set up at the beginning is going to populate. If we were to have paid media pros here, it would say paid media pros and then paid media pros again, which is redundant and doesn’t need to be in there. You can change the title of your ad to be more specific.

If you need a change the Eurail for any reason, you can just click on this, change it however you need and then save it. If for any reason you realize that you need to change something about your campaigns and the different targeting or anything like that, you can click edit properties. This will take you right back to the campaign creation process that we were in earlier. If you’re all ready to go and you have all the creatives that you want, you just click finish and it’ll save your campaign. Now the campaign has shown up here. You can see up at the top that Placeholder two was successfully saved. You can see all the information just like we did with Placeholder one. Like we said, there’s a lot that is very similar to all the other views within Taboola where it’s got the campaign name. You can click on it and get more information out of it. You can see the status and anything that shows up in this gray box, you can change directly from this view without having to go in and adjust anything anywhere else. You can also pause or in the case of placeholder one, you can activate the campaign for. Right now you’re going to pause Placeholder two, because that’s a terrible campaign set up and we don’t want to do that. You can also then edit the campaigns by coming here. You can edit the campaign inventory or the ads, because those are going to be in two separate places. You can directly impact the ads by clicking here. If you decide that this campaign is going gangbusters and you want to do the exact same thing, but maybe make some tweaks, you can duplicate the campaign by clicking this button right here and it’ll duplicate the campaign and all of the inventory or ads that are in there as well. This is a really easy way to duplicate your campaigns. If you’re seeing a lot of success onto Taboola and you want to extend the number of campaigns you’ve got, as you can see, the Tullah interface is pretty similar to a lot of the other ones.

If you’ve run online ads before, you’re probably not going to feel completely lost in the interface. There are plenty of targeting options for you to go after and finding new ways to reach your audience. And hopefully this overview is made you feel comfortable enough to get started, start testing some ads onto Taboola and start seeing some results.

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