Arabam.com
Arabam.com Reaches Potential Car Sellers at a 65% Lower CPA than Other Native Channels with Taboola
Arabam.com Reaches Potential Car Sellers at a 65% Lower CPA than Other Native Channels with Taboola
- 65% Lower Cost-Per-Acquisition (CPA) than Other Native Channels
- 45% Higher Click-Through- Rate (CTR) than display competitors
- 85% Higher Conversion Rate (CVR) with “Get Offer” Call-to-Action (CTA) Button Ad
Company
Arabam.com, Turkey’s leading online automobile marketplace, was founded in 2000 and joined the iLab Holding family, which includes Sigortam.net, Kariyer.net and Emlakjet.com in 2016.
Challenge
Find more people looking to sell their vehicles in Turkey by prompting them to request a customized quote, targeting a lower CPA goal than competing native and display channels.
Solution
Work with Taboola to reach car owners on premium publisher sites using Taboola’s CTA button ad format and creative A/B testing recommendations.
Results
With Taboola, Arabam.com was able to achieve a 65% lower CPA than other native channels, a 45% higher CTR than display competitors, and a 5x higher CVR with CTA button in comparison to former campaigns.
Introduction
Arabam.com, Turkey’s leading online automobile marketplace, was founded in 2000 and joined the iLab Holding family, which includes Sigortam.net, Kariyer.net and Emlakjet.com in 2016.
With the mission to perfect its entire system, to make buying and selling vehicles on the Internet much more reliable, easier and more comfortable, the Arabam.com team aims to improve the experience of its users with new functions every month.
Arabam.com Works with Taboola to Build Ad Creatives that Performed 5x Better than Past Campaigns
Arabam.com was looking for new ways to find people looking to sell their vehicles in Turkey. Working with Taboola, they launched a campaign to urge potential vehicle sellers to request an automatic, personalized quote, in order to encourage them to list their vehicles with Arabam.com.
The campaign’s form brought potential sellers through a four-step process, which was ultimately measured with key performance indicators (KPIs) like conversion rate and cost per acquisition.
In order to optimize the campaign as it ran, Taboola provided creative recommendations and facilitated creative A/B testing. In past campaigns, Arabam.com had used professional photos of automobiles, but to suit the native environment, Taboola recommended they use photos of real people selling real cars.
Arabam.com and Taboola created those ads using Taboola’s CTA button ad format. The CTA Button is a creative add-on available to
advertisers to support an increase in conversion performance. The CTA appears as a button alongside the creative, and is designed to catch the attention of users in order to drive them towards a specific post-click action based on the campaign KPI.These creative recommendations resulted in a CVR that was 5x higher than that of campaigns Arabam.com had run with Taboola in the past.
Arabam.com Finds Taboola to be more Effective than Competing Display and Native Channels
Arabam.com implemented the Taboola Pixel on their landing page in order to be able to optimize for conversion by parameters like site and creative.
The Taboola Pixel allows advertisers to understand actions people take on their site, and to optimize marketing campaigns towards desired and valuable actions. When visitors on a site perform a certain action, the Taboola Pixel can be activated to report that action. This allows advertisers to optimize their campaigns for the best results possible.
With Taboola, Arabam.com was able to achieve a CPA that was 36% lower than display competitors and 65% lower than other native competitors. In comparison with display channels which achieved a 65% new user percentage, Taboola achieved a 78% new user ratio.
Finally, the CTR was 45% higher with Taboola in comparison to display competitors.
Taboola is now a main channel of distribution for Arabam.com, which has tripled their budget with Taboola since the start of the campaign just three months ago.
“Taboola is our native advertising channel to reach new and returning customers with high CVR. We hope to improve conversion performance with Taboola’s new functions.”
- Başak Pekerbaş, Arabam.com - Senior Digital Marketing Specialist