Also called split testing, A/B testing is the comparison between two versions of a web page, headline (title), thumbnail, call to action (CTA), or other on-site elements. In order to find which variation performs better, both versions of the web page are shown to similar visitors at the same time. Common test variables may include varying web page layouts, alternative text or graphical elements, and different CTA button colors.
Backstage is Taboola’s campaign management and analytics dashboard and it is accessible through both desktop and mobile web browsers.
This is the iOS mobile app version of Taboola’s campaign management and analytics dashboard. Taboola partners can download the Backstage App from iTunes.
CTA is an image or line of text that prompts your site visitors to take action. The action you want visitors to take could be any action that you have set as the end goal for your campaign (e.g. sign up to a site, download an ebook, make a purchase, request a demo, etc). A CTA can be placed anywhere in your marketing but we recommend that you post your CTA on the bottom of your content.
The section of Backstage where advertisers can upload the content links, titles and images for their campaigns.
Content is broadly defined as text articles, audio or video files, slideshows, infographics, images or any combination of these content types.
“Content discovery” refers to a rapidly-growing space in the world of digital media that involves the use of predictive algorithms to help people discover content they may like but never knew existed.
Social media platforms often have discovery-based features integrated into their sites, such as Facebook’s News Feed or YouTube’s “Recommended for You” section. Discovery platforms like Taboola are built around a predictive engine that all kinds of publishers can integrate into their site, surfacing targeted and revenue-generating recommendations for their readers.
Content discovery has become a vital platform for digital marketers, alongside channels such as paid search (e.g. Google Adwords, Bing, etc.) and social, driving an array of results for companies across all industries.
Content discovery platforms, like Taboola, use algorithmic technology to predict the top handful of items a person may be most interested in consuming next. Taboola promotes content to the right audiences, at the right time, across all platforms, through high-impact placements alongside editorial on top publisher websites.
Content marketing is a strategic inbound marketing approach focused on creating and distributing valuable content that informs or entertains targeted audience. The objective is to develop deeper relationships with both prospective and existing customers, driving profitable actions such as lead generation, email subscriptions or new purchases.
A conversion refers to the point at which a recipient of a marketing message performs a desired action. Depending on your goals, examples could include user engagement (e.g. time-on-site, pages-per-visit), or more explicit actions (e.g. newsletter sign-up, social share, purchases).
CPA is what an advertiser pays for a specified action they have set as a goal. To calculate a campaign’s average CPA, you can divide the total amount of money spent by the number of actions (e.g. Spend/Actions). Advertisers can view their CPA rate in their Backstage account.
CPC (also referred to as pay-per-click or PPC) is the amount an advertiser pays each time a user clicks on their content. CPC limits are set by the advertiser, and Taboola advertisers can view their CPC bids in their Taboola Backstage account.
CPM is the cost for one-thousand impressions of an advertisement (e.g. banner ad, thumbnail) on a single web page. If a website publisher charges $1 per CPM, it means that the advertiser must pay $1 for every 1,000 impressions of its advertisement.
CTR measures what percentage of visitors clicked on your content. CTR is calculated by dividing the number of clicks your URL received by the number of impressions or times your content was shown (e.g. clicks/impressions).
Conversion Rate (sometimes referred to as CVR) is the ratio of visitors who take a specific action beyond simply viewing the content or landing page. The CVR is calculated by dividing the number of users who completed the intended action (e.g. a “conversion”) by the number of clicks your promoted content or page generated.
Designated market areas are used to identify specific geographic market areas throughout the United States. DMA-level targeting allows for extremely efficient marketing campaigns, beyond the country or region level. For example, you may want to target audiences in a specific state, city or zip code; combining geo-targeting with demographic information can ensure you reach the right people in the right place at the right time.
Earned media is unpaid content about your product or service that is written by a third-party. This content can appear in personal or company blogs, as well as popular newspaper or magazine publications. Sometimes PR agencies play a role in reaching out to industry reporters and generating this kind of “earned” coverage.
Advertisers can use content discovery platforms like Taboola to promote “positive” earned media about their product or service. This strategy is effective for brand awareness, and can also drive conversions if the third-party content links to your company website. If the latter is true, be sure to implement your Taboola tracking code in order to measure the performance of traffic from 3rd party sites.
‘Time Frame’ or the start and end dates for each of your running campaigns. Also referred to as ‘Flight Times.’
An impression is the total number of times your content has appeared on a publisher site. Each time your content link is displayed it is counted as one impression.
PPV measures how many pages of content a user viewed on a single site. Higher PPVs generally indicate that the content was interesting to users and the navigation page elements (e.g. buttons, links, arrows, etc.) were easy to locate. PPV metrics can be broken down by country, region and demographic depending on the analytics platform used.
ROI is the contribution to profit, attributable to net of marketing spending, divided by the monies specifically invested in marketing efforts.
RPM is earnings (or revenue) per 1,000 views for a single web page. Similar to CPM, but RPM measures the revenue from 1,000 impressions instead of the cost.
This is the amount of time any given visitor spends on your site. Time on Site is one possible goal which advertisers can use to measure a campaign’s success. This metric provides deeper insight into how visitors are interacting with your site as it provides the average amount of time visitors spend on-site in total (whether on a single page or multiple pages), including the page that you have set as the end goal for your campaign. This metric gives you a realistic indicator as to whether or not visitors are reading your content and from which page they are exiting your site.
Similar to Time on Site, Time on Page is one of the possible conversion goals which users can use to measure a campaign’s success.This metric can provide deeper insight into how visitors are interacting with your designated landing page. This metric can provide deeper insight into how visitors are interacting with the landing page as it provides the average amount of time visitors spend on a particular page that you have set as the end goal for your campaign. This metric gives you a realistic indicator as to whether or not visitors are reading the content on your page.
Get started with Taboola here.