Increasing users engagement with event specific ads: the events calendar project
For Taboola, the world’s largest content discovery platform, one of the goals for 2022 was increasing users’ engagement across our main brand campaigns. After years of steady ad testing and perfecting our messages, a new approach was needed.
This is when the events calendar project idea was born: a strategy that incorporates a series of ad copies leveraging the brand’s main unique selling propositions with references to global events and holidays.
Creativity was positively rewarded, and in the first 4 months of the year events calendar ads generated an overall increase in Leads of 22%, an increase in CTR of 10% and a decrease in CPL of 15%. The project reached top results during Easter, when it generated 26% more Leads and 19% higher CTR at a 16% lower CPL, across 4 different markets.
cost per lead
Increasing users engagement and maximizing the potential of our main Brand campaigns by capitalizing on the main global events and leveraging the main unique selling propositions.
Incorporating creative ideas in a comprehensive marketing strategy, in order to increase user engagement and stimulate lead generation growth from our main brand campaigns.
Take advantage of two variant randomized experiments to accurately assess performance and gain valuable insights that will improve our feedback loop.
INCREASE ENGAGEMENT AND LEADS AT A LOWER COST
COST PER LEAD REDUCED BY 15% ON MAIN BRAND CAMPAIGNS
We were looking for new ways of increasing the engagement of our users across the main Brand campaigns. With the events calendar and thematic ads we managed to do even more: scaling further our operation during specific periods of the year. By increasing users’ engagement from our ads, we were able to generate more Leads and decrease our Cost per Lead.