Taboola: Taking The Next Step to Becoming A Powerful Ad Platform
Google Ads (formerly Google AdWords) is a perfect example. Those of us who have used the platform know all too well the plethora of major and minor changes, over the past decade in particular, which have influenced how the platform operates.
To stay on top of our game, digital marketers need to keep their ear to the ground to know when an Ad Platform rolls out with an improvement or change to enhance functionality.
This time, that siren call came from Taboola.
One small step for Taboola…
For those of you who count themselves as one of our regular readers, you’ll know that we’ve been pushing the importance of diversifying your marketing strategy.
One of the key elements to diversification is to incorporate Native Ad Networks as part of your marketing arsenal.
Taboola is one of the more successful Native Ad Networks, similar to Dianomi, Yahoo Gemini, and Outbrain. However, one of the limitations of many Native Platforms is that they don’t offer opportunities to target your audience directly. This is a crucial weakness, because targeting the right customer, at the right time, with the right message is the foundation of running a successful campaign.
Despite this drawback, digital marketers have certainly still seen a lot of success using Native Platforms, but the fact remains that you’re (almost) entirely reliant on your ad copy to qualify your prospect before they click.
Now it seems that the pleas for more advanced options have not fallen on deaf ears.
Outbrain was one of the first to get serious in this regard, by introducing custom audiences and advanced pixel capabilities, like pixel tracking and remarketing pixels.
In early July, Taboola has joined the charge by rolling out with a new remarketing pixel that gives advertisers greater flexibility to target their customers on the network. It’s important to note that you have to replace your old pixel with the new pixel to cash-in on its benefits.
So what are the benefits?
- A universal pixel: You can easily implement it across all pages (even easier if you’re using Google Tag Manager). This single pixel will work for all your pixel needs (more on this in a moment).
- Create URL-based conversions (or rules-based conversions): You’re no longer limited to pixeling users who have hit a single webpage. Instead, you can create buckets of users who have hit a variety of pages, based on any part of the URL.
- Create multiple conversions: You now have the ability to create and track multiple conversions… and adjust your reporting so you can see all the relevant conversions.
- Custom audiences: The pixel isn’t just for conversions anymore. By having a website-wide pixel, you can create custom audiences based on how users interact with your site. In practical application, this gives you both retargeting and exclusionary options – both great ways to ramp up return on investment (ROI) on your campaigns.
- Information in real-time: You can get the exact status of your pixel at all times, whether it’s currently firing, and when the last conversion activity was recorded. This can help diagnose conversion tracking issues if and when they occur.
If you haven’t yet looked at the new pixel, I’d highly recommend you give it a shot.
It’s not an industry game-changer, but it could take your campaigns to the next level of ROI.
And that’s a goal worth pursuing.