CASE STUDY  

Fat Tail Investment Research

Fat Tail Investment Research Finds 10,000 Email Subscribers in Just Six Months with Taboola

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Fat Tail Investment Research Finds 10,000 Email Subscribers in Just Six Months with Taboola

  • 10k Email Subscriptions Attained in Just Six Months
  • 2x Increase in Subscriptions over Six Months
  • 15% Lower Cost-Per-Acquisition (CPA) than Target

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Société

Fat Tail Investment Research’s mission is to help everyday Australians become better, happier, and more successful investors by publishing a wide range of independent research materials.

Challenge

Find new and innovative ways to reach people interested in becoming better investors and convert them to subscribers to free daily publications like The Daily Reckoning Australia and Money Morning.

Solution

Work with Taboola to launch sponsored content campaigns that offer lead magnets in the form of research reports and editorial pieces to attract subscribers to free publications.

Résultats

With Taboola, Fat Tail Investment Research attained 10,000 email subscribers in just six months at a 15% lower CPA than their target, while the number of conversions doubled.

Introduction

Fat Tail Investment Research’s mission is to help everyday Australians become better, happier, and more successful investors. They publish a wide range of independent research materials, including e-letters, financial publications, and investment advisories; all designed to provide information about investing and wealth protection.

Statisticians refer to the bulges on the extremities of bell-shaped curves as ‘fat tails’. Instead of tailing off as they are supposed to, these rare events seem to swell up where unexpected. That’s why their name is ‘Fat Tail’ Investment Research — their business investigates them. They are Australia’s largest publisher of independent financial research and a reputable source for investing-related analysis and commentary since 2005.

Fat Tail Investment Research Increases Conversions While Keeping Cost of Acquisition Goals Under Target with Taboola

Fat Tail Investment Research Increases Conversions While Keeping Cost of Acquisition Goals Under Target with Taboola

Fat Tail Investment Research is always looking for new and innovative ways to reach people interested in becoming better investors. They’ve worked with Taboola for many years to access a network of premium publisher sites on the open web, and to leverage Taboola’s unique tools to reach those audiences.

With Taboola, Fat Tail Investment Research has been able to convert audiences on premium publisher sites to valuable leads and customers at scale, using both sponsored content and video ads.

Generating leads in the form of email subscriptions to free daily publications like The Daily Reckoning Australia and Money Morning is Fat Tail Investment Research’s most important key performance indicator (KPI). They do so by offering free lead magnets in the form of research reports or editorial pieces to complement their subscriptions.

With Taboola, Fat Tail Investment Research attained 10,000 email subscribers in just six months at a 15% lower CPA than their target, while the number of conversions increased month-over-month. Over the course of those six months, their conversion rate doubled while maintaining a CPA 15% below target.

Fat Tail Investment Research Uses Taboola’s Unique Targeting Capabilities to Achieve Success

Fat Tail Investment Research takes advantage of a variety of Taboola’s targeting capabilities to ensure the success of their campaigns.

In order to reach relevant audiences, Fat Tail Investment Research uses Taboola’s Data Marketplace to reach audiences interested in finance, stocks, and trading. They also use geotargeting capabilities to focus on audiences in New South Wales, Victoria, and other areas throughout Australia.

Bids are automatically optimised with Taboola Smart Bid, Taboola’s automated bidding platform. For each impression, Smart Bid uses
campaign and Taboola’s network conversion data to predict how likely a user is to convert and adjusts the bid accordingly.

Results are tracked and measured with the implementation of the Taboola Pixel, which allows advertisers to understand the actions people take on their site, and to optimise their marketing campaigns towards desired and valuable actions.

According to Fat Tail Investment Research, Taboola’s dedicated account management team has continued to provide valuable support and recommendations that ultimately improve results across each campaign.

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“Taboola account managers have been essential to the success of our campaigns. Their support and wealth of knowledge is overwhelming, and they’re always finding new ways to provide value to our business.” “We’ve worked with Taboola for many years, and we see no signs of that partnership ceasing anytime soon. We look forward to expanding our partnership with Taboola in the years ahead as they continue to work closely with our business to achieve exceptional results.”

- Christine Lu, Paid Media Marketing Specialist, Fat Tail Investment Research