Taboola Myths Busted! How to get your DSP camps approved. (1)
Hey guys,
As a part of our
I’ve prepared some info about what you can run thru
I hope you’ll find it useful cause, on the one hand, the performance is really great, but on the other hand, it’s tricky to get campaigns approved and running.
I’ll start with prohibited content, product and services simply because it’s pretty straightforward and then I’ll move on to restricted content and finally to some recommended content based on our internal stats.
PROHIBITED CATEGORIES
With premium sites like MSN, CNN, etc. Taboola allows the more high-quality, gadget, lead-gen stuff, so they won't allow aggressive verticals such as:
Content/news/blogs,
Dating (sexual),
Gaming aggressive,
Male Enhancement,
Nutrition aggressive,
Sweepstakes,
Trading - Binary/Forex,
Trading - Bitcoin
RESTRICTED CATEGORIES
You can run the following offers with Taboola’s inventory but they must comply with the additional restrictions, regulations & laws of your targeted GEO. You can find the full list here.
Alcohol
Gambling and Gaming
Financial Products
Gamified E-Commerce
Political Advertisements
Self-Improvement Products
Auto-Renewal Subscription Services
Medicines and Supplements
Other Legal Requirements By Country
Mortgage Products
Flashlights
From our experience, gambling-related campaigns are most likely to be rejected due to numerous restrictions, especially in the following GEOs: Argentina, Australia, Brazil, Canada, France, Germany, India, Israel, Japan, Korea, Mexico, Netherlands, New Zealand, Russia, Spain, Thailand, Turkey, United Kingdom, United States.
Guys, make sure your Advertiser domain is working so that the Compliance team is able to check it and approve your campaign. Remember that you are not allowed to use excessive overlays, pop-ups or countdown clocks.
PROMOTED CATEGORIES
World news
Mortgage, credit cards, refinance
Retirement
Travel
Political topics
Healthcare topics
Religion
Fashion articles with no sexual context
Sports (no skin focus)
Food
Auto insurance
Games
Premium weight loss products
Dating
Swimwear with no sexual context
Based on our internal stats, the offers that work best with Taboola quality traffic are: automotive, e-commerce: gadgets & tech-gadgets, gaming, insurance, nutrition: skin care (mostly in niche geolocations like: Czech Republic, Bulgaria, Slovakia as well as Switzerland, the Netherlands and some other EU countries).
NOT SURE WHAT OFFER TO PICK FOR TABOOLA TRAFFIC?
Ask your Affiliate Manager for some insights, do some digging yourself, choose something of your interest, try first with some lower budget and once you find your top performer, focus on scaling.
PICKED THE OFFER - WHAT’S NEXT?
1. Try to find some landing pages to test. Campaigns with LP(s) will definitely help you to boost sales. With Voluum DSP you can A/B test multiple landers and offers. Make sure that your lander does not provide a poor user experience - avoid too many advertisement pop-ups or incorrectly labeled hyperlinks.
PRO tip: Get to know Taboola’s requirements for images, headlines and branding text. One of the most frequent rejection reasons that we’ve observed is with images - they must accurately reflect what is on the corresponding landing page and offer page. Try to think of your images, headlines, landing page(s) and offer page(s) as one single, consistent flow.
2. Get some images to test. The more the better. Make sure you test different images and different angles of the promoted product, service or content (for example, people versus objects in the image). Taboola recommends 1000x600px (.jpeg). Most importantly, use brand quality images only. You can find an example from Finance Category below:
3. Come up with numerous headlines. Same story as above - the more the better. With Voluum DSP you can bulk upload your creatives and put different headlines in one campaign. Plus you can do it really, really fast. Remember that headlines require some creativity - this doesn’t mean though that you should channel your inner George R. R. Martin and get all artistic about it. The trick is in crafting your headline so that it fits the narrow character limit and convinces the user to open your ad. Speaking of Taboola’s character limit, it’s 60 characters including spaces (maximum) but Taboola recommends around 35-45 characters including spaces.
Another “notorious” rejection reason that we’ve observed with our Advertisers is Headline - Policy Violation. This means that the wrong capitalization rules have been used. For English speaking countries - most words on headline should be capitalized. For European languages - only the first word of a headline should be capitalized (exception: German language - all nouns should be capitalized). Example: Get It Before May 1st. versus Get it before May 1st.
Ohhh and you are good to make use of one of the numerous tools online that will evaluate the emotional value of your headline. Just google them. Most of them are free. Our Advertisers use them on a daily basis.
SUMMARY
As usual, I’m counting on your feedback - just let me know what content you enjoy most. I’m always happy to produce posts for you and share DSP insights.
Wanna see an example of a perfect campaign for Taboola compliance-wise? Reach out to our AMs on Skype.
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