CASE STUDY  

Yarn

Yarn Sees 700% Return on Ad Spend With Taboola Retargeting and Attentive Audiences Campaigns

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Yarn Sees 700% Return on Ad Spend With Taboola Retargeting and Attentive Audiences Campaigns

  • 400% ROAS with Taboola Sponsored Content Campaigns
  • 500% ROAS with Retargeting Campaigns
  • 700% ROAS with Attentive Audience Campaigns

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Company

Yarn is a unique community marketplace that features a diverse range of products and brands that showcase authentic Indigenous artwork in Australia.

Challenge

Get more value from campaigns used to promote the products sold in their marketplace across their entire media mix

Solution

Work with Taboola to distribute product pages using sponsored content, retargeting and attentive audience targeting.

Results

With Taboola, Yarn saw a 300% increase in ROAS over time. Yarn Decreases CPA Across Entire Media Mix with Taboola

Introduction

Yarn is a unique community marketplace that features a diverse range of products and brands that showcase authentic Indigenous artwork in Australia.

Yarn is a platform to help First Nations owned brands to grow and connect with new customers, through the assistance of their logistic infrastructure and marketing expertise.

They showcase one-of-a-kind designs that speak to country, culture, and Dreamtime. Through featuring these beautiful designs and products, Yarn is a platform dedicated to supporting First Nations artists, art centres, community organisations and small businesses.

Yarn Sees Up to a 500% Return on Ad Spend with Taboola Sponsored Content and Retargeting Campaigns

Yarn Sees Up to a 500% Return on Ad Spend with Taboola Sponsored Content and Retargeting Campaigns

Yarn was looking to get more value from campaigns used to promote the products sold in their marketplace across their entire media mix. Specifically, they wanted to close the gap between the content-based campaigns they were running using Google Display, Facebook, and other programmatic channels with the addition of Taboola’s contextually delivered ads.

In order to accomplish that goal, they partnered with Taboola to reach consumers on premium editorial sites across the open web, both with sponsored content campaigns as well as retargeting campaigns.

Within the first 90 days, Yarn saw 400% ROAS with Taboola sponsored content. Each campaign focused around a single product, for which they would also open a retargeting campaign to ensure that no consumer fell through the cracks. This allowed Yarn to reach 500% ROAS with Taboola retargeting.

Leveraging Taboola’s Data Marketplace, Yarn focused on categorizing interest groups for new and returning customers using their internal data, to link different personas to the best converting product category.

Taboola’s Attentive Audience Targeting Raises Yarn’s Return on Ad Spend to 700%

Upon Taboola’s recommendation, Yarn also leveraged Taboola’s Attentive Audience targeting feature, which took their campaign to the next level. In just a few months, Yarn’s ROAS rose to 700% across their Attentive Audience Campaigns.

For Yarn, Taboola was able to lower the cost per acquisition (CPA) cost of their other channels, and increase their return on ad spend (ROAS) by 300% across all campaigns over time.

An attentive audience is a group of consumers that has spent a significant amount of time on your website, but hasn’t yet converted. For Yarn, Taboola’s algorithm took into consideration behaviors like number of recurring visits, time spent on site, scroll depth, and the number of pages a consumer visits within a session. Based on the strength and depth of these behaviors, Taboola defined an attentive audience specific to Yarn’s campaign, resulting in an increase in ROAS.

All of Yarn’s campaigns are powered by Smartbid, allowing Taboola to automatically adjust advertiser’s baseline bid, for each impression, to help them maximize the number of conversions based on their campaign goals. Campaign results are tracked using Taboola Pixel, which allows advertisers to understand the actions people take on their site and to optimize their marketing campaigns towards desired and valuable actions. quality inventory that would allow them to reach that qualified traffic.

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“Taboola delivers great results as our key channel for content advertising. Working with the Taboola team is a pleasure, we really appreciate the support and are always able to improve our campaign strategy after our weekly calls. They’re always there to share new campaign ideas or suggestions to improve our strategy.”

- Pascal Vida, Director Marketing & Sales, Yarn