Taboola: Ads Under Delivering (10)
It's hard to say... your vCPM's are all over the map depending on the campaign... from .21$ to 5.41$... also to really judge based on vCTR and vCPM you'd probably want a bigger data sample...
In my experience with US Desktop a listicle might be at $.40, gadgets at 0.60$, and lead gen like life insurance at 0.80$+...... for whatever that' worth... and obviously it's all about finding the right ad that both gets high ctr's and converts.
$0.30 sounds like it could be too low, unless you're running Content Arb or Search Arb or something really clickbaity.
What format do you have the Budget set to?
I always do 'Monthly', and the spend can range about 50% up or down each day compared to what you would expect by dividing the monthly budget by 30...
I've tried the the other budgeting options but I found those didn't make the daily spend that much more precise, and I always seem to get the highest ROI's from 'Monthly'.
Not sure if that helps but yeah, just keep testing and you'll figure out the sweet spots for that geo/device combo eventually!
Besides the low bid which might be the primary issue about the delivery, I see that you have 0 conversions on all the ads while running on SmartBid. Most probably your ads delivery is set to optimized judging from the number of impressions.
Are you reporting conversions back to Taboola? I'm under the impression that when running on smart bid and optimized delivery you should pass the conversions events back to Taboola, otherwise their algo won't behave properly.
Another thing you can try is to duplicate the campaign using fixed bid and even distribution (without being forced to pass back conversions to TBL). This way may require a bit more optimization from your end, however when it comes to spending, it should spend more.
The 0.30 bid for desktop is too low. I'd go at least 0.45-0.50 (even more but you really need to watch it ) and set your campaign to fix bid.
Thanks for all the suggestions guys!
So it seems that you all agree that the bid is likely the biggest reason for the under delivering here.
This would bring up another question. With these current low bids, I'm running most campaigns at a very thin ROI already (~10% - 15%), and I thought that raising the bids would simply turn the campaigns unprofitable.
The only argument that comes to my mind, in favor of raising the bids in my case, is if by doing that, I'd get higher quality placements (even within the same Sites in which the campaign is already running like MSN) that would result in a higher CVR% (and so allowing the campaign to be profitable even with the higher CPCs).
Could something like this happen in your experience? Or the higher bid is not expected to affect much the CVR% and so it's just better to focus on different angles etc?
Originally Posted by vee882
I have been running on Taboola for about a year and spent a good amount. I have definitely seen large discrepancies in performance on msn and other large sites based on bid.
A very low bid on a site like MSN won’t just result in low volume, but also higher CPAs. That’s one of the reasons everyone says to bid high, it’s not just to get sites like MSN, but also optimal placements on them.
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Originally Posted by clickcapital
Especially as Taboola has so many infinite scroll widgets, not to mention such a vast inventory, it's very possible to have profitable campaigns at multiple bid points.
In the old days where it was just widgets and manual bidding like on Revcontent the idea was always to bid the bare minimum to get the traffic you want, but on SmartBid on Taboola I think it's more just testing different bid points and seeing where you have success.
You gotta remember too the SmartBid is looking at like two dozen variables, not just site id. They're literally bidding on the individual person looking at the ad, just like with a facebook pixel type thing. So even if you do get traffic at a low bid, perhaps the SmartBid is showing your ads to all the tire kickers rather than the users who they know have a history of buying stuff.
Interesting thread. I’ve been finding recently that I can’t get any MSN placements on Taboola, even at $0.75 bid for US desktop. Maybe my bid is still too low for it? One of my previous campaigns was getting tons of MSN traffic with a bid of like $0.60...
Originally Posted by bhal07
MSN (and other big pubs) will ban certain types of offers from time to time, certain brands, as well as certain words.
If you aren't even getting any msn impressions it's probably one of those things.
One tip - if you think you are getting blocked on a campaign, don't clone it, since I believe the block will follow.
Originally Posted by bhal07
MSN traffic at 0.75 cpc should be a competitive bid. So most likely not the problem. In which case you can ask your rep if the offer is restricted there. If not, ask them to confirm if they labeled it as tier1 or tier2 ( based on safety/ quality level of the ads/ landing page). They are able to give you that info
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