Sponsored Content Provider FAQ | World's Largest Discovery Platform | Taboola

Sponsored Content Provider FAQ

Taboola Basics

  • How can Taboola help me?

    Taboola can help you:

    • Drive traffic that converts - generate leads, get trial sign-ups, etc.

    • Build high quality, engaged audiences

    • Gain insights into your content’s performance

    • Reach new audiences on multiple devices

  • Are clicks guaranteed?

    The amount of volume your campaigns receive depends on a number of factors, including:

    • Your CTR
    • Your CPC
    • Your targeting settings
    • Network competition

    Because Taboola is a performance network, clicks are not guaranteed. Of course, there are ways to increase volume for your campaign if needed.

  • What is Taboola?

    Taboola recommends editorial and sponsored content across many of the world’s most highly-trafficked sites.

    We help publishers monetize their content and drive higher engagement. We enable brands to surface their content to the right audience at-scale and drive action.

    And above all, we help people discover content they may like yet never knew existed.

  • How many unique users does Taboola reach every month?

    Taboola reaches over 1 billion unique users every month.

Campaign Basics

  • How does Taboola's content recommendation algorithm work?

    Taboola’s algorithm will promote your content based on your CPC and user engagement (CTR). The more competitive your CPC and CTR are combined, the more volume your campaigns will receive. Operationally, the algorithm takes into consideration behavioral, contextual, and social inputs, as well as general network trends and competition.

  • What settings am I able to set and adjust for my campaigns?

    You have full control of:

    • Campaign CPCs

    • Daily spending limits

    • Campaign budget limits

    • Campaign budget spending model (recurring monthly budget or overall budget)

    • Flight dates

    • Content running in campaigns

    • Pausing/playing existing campaigns

    • Country targeting

    • Platform targeting

    • URL tracking parameters

  • My CTR has decreased – what should I do?

    CTR is likely to decrease after a period of time due to 'creative fatigue.’ In this sense, readers become used to seeing the image and headline on the same sites. If we start to see a decrease in CTR, we recommend refreshing the content with new images and headlines .

  • Which platforms can I target?

    You can target any combination of desktop, tablet and smartphone traffic.

  • If I pause my campaign or one of my assets – will it lose its learnings?

    No, Taboola retains all algorithmic learnings that are generated.

  • How often can I adjust campaign settings?

    You can update your campaigns as often as you’d like according to your campaign goals. All settings can be edited during the campaign setup or mid-flight.

  • How long does it take for a campaign to completely pause or completely relaunch after clicking the Start/Pause button?

    The pausing/relaunching process can take anywhere from a fifteen minutes to a half hour.

  • What is the recommended starting cpc for my campaigns?

    This will depend on the type of content, targeting settings, campaign goals, and current network competition. The more limited your reach across the network, the higher the CPC will need to be.

  • Can I create and adjust my campaigns?

    Yes, if you log into Backstage you are able to:

    • Create new campaigns
    • Add and manage content
    • Adjust your CPC, daily budget, monthly budget and flight dates.
  • What are the best practices for creating title and image variations for my campaign assets?

    We gathered the top content best practices for you. Click here to view them.

Campaign Optimizations

  • How do I increase my campaign’s CTR?

    There are several ways to increase CTR in your Taboola campaigns, including:

    • Add new content

    • Add title and image variations to existing URLs (please refer to Creative Best Practices for more information).

    • Increase CPC - this will force the algorithm to test your content more aggressively, leading to more learnings and higher CTR

  • My campaigns are not driving as many clicks as I’d like - how can I scale my campaigns?

    There are several ways to increase your scale with Taboola:

    • Increasing CPC - this will instantly make your campaign more competitive, and most likely lead to more clicks

    • Increasing your CTR

    • Target more countries

    • Target more platforms (desktop, tablet, mobile)

    • Consider creating multiple campaigns if different URLs drive different ROIs for you - and increase your CPC on the URLs that are more profitable for you

    • Consider creating multiple campaigns if different platforms drive different ROIs for you - and increase your CPC for the platforms that drive more profitable traffic for you

    • Consider creating multiple campaigns if different countries drive different ROIs for you - and increase your CPC for the countries that drive more profitable traffic for you

Campaign Set Up and Maintenance - Advanced

  • What is the minimum CPC I can bid while still getting the volume I’d like to see?

    This will depend on the type of content, targeting settings, campaign goals, and current network competition. The more limited your reach across the network, the higher the CPC will need to be. The higher your CTR, the more you will be able to lower your CPC.

     
  • How many items should I add to one campaign?

    The recommended amount of items per campaign is between 10 and 50.

  • What affects my campaign’s ability to scale on Taboola’s network?

    The amount of volume your campaigns receive depends on a number of factors, including:

    • Your CTR
    • Your CPC
    • Your targeting settings
    • Network competition
    • Your type of content
  • How many title and image variations are recommended per URL?

    It is recommended to continue to test titles throughout the life of your campaigns, with 5-10 title/image variations live at any point.

  • Can I target specific demographics?

    Taboola’s algorithm works to promote your content on publisher sites where users are clicking on it the most. The best way to target your desired demographic is to ensure your title and image speak to the audience you are trying to reach.

  • At what rate should I increase my CPC in order to gain more volume?

    We recommend intervals of at least $0.005 when increasing your CPC in order to gain a significant shift in volume. Of course, this is relative to your ctr, targeting and current network competition - the best thing to do is test different CPCs until you reach your desired volume.

     
  • How can I spread out my budget among items within one campaign?

    The algorithm will promote your content based on engagement. If there is one item or a few items that happen to have a higher overall CTR, they will most likely get the majority of the clicks for that campaign. This allows your campaigns to scale at the most cost efficient CPC, letting your users indicate to you what is most interesting.

    That said, if you need to spread out spend for specific traffic needs or goals - feel free to set up multiple campaigns. This way, you can ensure the budget for your new campaign is only spent on the URLs in that campaign.

     

  • I increased my CPC but am not seeing an increase in volume - how long does it take for new bid to be effective?

    We recommend allowing a CPC increase to stay in place for at least 24 hours before making an adjustment. The algorithm may need time to adjust to the new CPC as your campaign is constantly competing against thousands of other campaigns.

     
  • Why are some items with higher CTR receiving less traffic than items with a lower CTR?

    Our algorithm optimizes for CTR context, meaning – different items can have high CTR in different contexts than others. Contexts can be different sites, different content users are consuming, different user segments, etc.  So, specific items might have very high CTR in a very specific contexts but low CTR elsewhere, and will not get a lot of impressions. Have we given them more impressions – their CTR would drop as they would show up in contexts where their CTR is lower.

    The important thing to note here is that context matters. There's no single item that performs the best in all contexts. This is actually one reason why our algorithm works well, because it takes the context into consideration and does not simply show the highest averagely performing item everywhere.

     

  • I want to decrease my CPC, but maintain the same spend volume - is this possible?

    If you are hitting your daily caps, you most likely have room to decrease the CPC while still fulfilling your daily spend goals. We recommend lowering your CPC by $0.005 or $0.01 at a time, allowing the algorithm to adjust to the new bid.

     
  • What is the maximum CPC I can bid?

    There is no CPC maximum, but we recommend slowly raising CPC to understand the effect on the amount of traffic your content can receive at that bid.

     

Reporting and Analytics

  • How often does data update in Backstage?

    Backstage data updates every 1-4 hours

  • How can I know which of my assets are receiving the most user engagement?

    If you log into Backstage and click on ‘Top Campaign Content”, you will be able to see the impressions, clicks, and CTR for all of your assets at any selected date range.

Other Topics

  • What if I have another website for which I’d like to set up an account?

    No problem! Simply reach out to your Taboola representative and we’ll work out the details with you.