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