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How To: Write A Winning Headline

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How To: Write A Winning Headline

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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.

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.

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How To: Write A Winning Headline

  1. 1. HOW TO: WRITE A WINNING HEADLINE Creative optimization best practices and recommendations May 27th, 2015 Presenter: Grace Earle/Taboola Media
  2. 2. Top Publisher Placements 1K+ Monthly Unique Users 550M Sponsored Content Items 5M+
  3. 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. 4. AGENDA What are creative optimizations? Adding content – best practices Title best practices Image best practices
  5. 5. WHAT ARE CREATIVE OPTIMIZATIONS? •  Adding new content •  Adding new titles •  Adding new images
  6. 6. HOW DO CREATIVE OPTIMIZATIONS AFFECT MY CAMPAIGNS? •  Increase CTR (increase scale) •  Increase PPVs •  Refresh inventory
  7. 7. CONTENT
  8. 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. 9. HOW MANY PIECES OF CONTENT ARE RECOMMENDED PER CAMPAIGN? •  At least 5 •  No more than ~50
  10. 10. TITLES
  11. 11. TITLE BEST PRACTICES
  12. 12. TITLE BEST PRACTICES
  13. 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. 14. IMAGES
  15. 15. TECHNICAL REQUIREMENTS
  16. 16. IMAGE BEST PRACTICES
  17. 17. IMAGE BEST PRACTICES
  18. 18. IMAGE BEST PRACTICES Taboola.com/resources
  19. 19. FAQs
  20. 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. 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. 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. 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. 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. 25. THANK YOU! https://www.linkedin.com/in/graceearle

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