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Taboola traffic quality (8)

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Hi all,

I hope for your advice.

I observe the following situation:
- 964 clicks in Taboola
- 338 visitors on the landing page that moved the mouse, scrolled or clicked (GA)
- 163 click and scroll sessions in Hotjar
- 1 conversion

For the campaign conversion I use the easiest step in the funnel which is clicking “order now” or “free inquiry” and entering the order form.

Playbacks in Hotjar don’t seem like real people, they all just scroll down the page (even thru a long footer) which is opposite to the behavior of Bing ads traffic for example (real people never read all that stuff).

Tried all publishers, including “premium” like msn, fox, abc.
Tried marketplace audiences, lookalike, no audience.

Questions:
1) Am I getting only bots and paid to surf traffic?
2) How to get a refund from Taboola for that traffic?
3) How to get real live traffic?


Thanks

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What geo and device were you targeting?

In general Taboola's traffic is regarded as some of the best on the internet, often even better than facebook when it comes to lead-gen, etc.

There are a few publishers that can have super low lp ctr (a couple of the 'Windows - Apps' ones and sometimes the 'Hotmail' or 'Outlook' or 'Pushnami' ones), but definitley less than any other native network.

It's really hard to say for certain without seeing the ads and the landing page... but yeah, sorry you had such a frustrating result, that is a bummer!

I've never heard of Taboola having problems with "bot traffic" the way certain networks do though so I don't think there's any way they are going to give you a refund. Plus, I'd be surprised if you can't get it to work eventually.

Happy to look at the entire funnel or at a screenshot of your publisher stats from your Taboola dashboard and let you know any thoughts... I'm not a Taboola super-genius or anything but definitely do heavy volume there each day.

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I really doubt it's bots; sounds more like an issue with the campaign itself. You're not using an advertorial? That could hurt things a lot; whats your actual LP ctr?

How much spent so far to generate that 1 conversion? And what is it worth approximately?

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Are you using a click tracker or just Google Analytics? Also, have you compared the number of entrances or page views on GA to the number of clicks on Taboola?

Most probably you will notice a greater number of entrances on GA compared to the total number of clicks. If that is the case, then you're dealing with bot traffic for which Taboola and/or other networks don't charge. So basically you have nothing to worry about the full scrolls recorded on Hotjar.

The best thing to do is to add a pre-lander to your offer page. This way you can warm up your visitors and better sell your product.
In addition to warming up your visitors, you can use your landing page click-through rate as an optimization metric.

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Just Google Analytics.
I did compare - I had less entrances than clicks in Taboola. But of course more entrances than click / move / scroll sessions.
All those entrances that just left - can it really be such a huge % of real people just closing the lp?

Now I run retargeting only in US and see traffic from Brazil -) Taboola don't charge me for these clicks so they should be bots for real -)

Thanks for this advice. If that's what works for Taboola I have to prepare one.

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Advertorial is a pre-lander with some sort of content that warms up traffic? - I don't.
But looks like I have to with native ads, right? -)

For Taboola it's:
1 conversion / 338 visitors on the landing page that moved the mouse, scrolled or clicked (GA) = 0,3%

For google/bing ads it's 18%

$342 - spend.
Cost of this conversion I picked for campaigns in Taboola ~$8
Cost of acquisition ~$120

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One thing to keep present when comparing data between Taboola and GA is that your GA View must be set on the same time zone as your Taboola account. Otherwise you might end up having a huge difference in stats.

That's correct. You need to feed your visitors with some of the benefits they will get when purchasing your product.

There's a huge difference when comparing search traffic with native/display.

On search you are targeting people using specific keywords they are interested to, whereas on native or display in general, you are showing the ad to a generic audience. So basically, they get attracted or find your ads (image/headline) interesting, but unless you do some selling for your product first, it will be hard to convince them to buy the product.

Consider this:
If you pass by a fashion store and you like a specific product, it doesn't mean that by entering the store you will necessarily buy it before trying it out. Also, after trying it out and finding out it is similar to a cheaper product you tried before, without the intervention of the store sales person it will be pretty hard for you to justify the higher price.

If you don't have a landing page solution in place, you can signup for a free account at Landerlab and start using some of the templates included in our templates library.

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Thanks a lot for your input, detailed answers and sharing your thinking.

Now I see that approach to native ads is very different.

I have a lot of things to reconsider and to do =)

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