HOW TO: SET UP CAMPAIGNSGet the most out of Backstage
June 10th, 2015
Presenter: Grace Earle/Taboola Media
Top Publisher Placements
1K+Monthly Unique Users
550MSponsored Content Items
5M+
AgendaCampaign organization and structure Content guidelines Useful Backstage features Resources
CAMPAIGN ORGANIZATION
FIRST STEP: KNOW YOUR GOALS
• PPVs? TOS? Uniques? • RPMs per URL, platform, country, etc. • Alert your account manager
HAVE A PLAN: ORGANIZE CAMPAIGNS IN BACKSTAGE
• ROI (platform, geo, etc.) • Safety • Vertical
Need image here
HOW MANY TOTAL CAMPAIGNS ARE RECOMMENDED FOR UPLOAD?
• No more than 150 – 200 • Group similar URLs, break out outliers • Upload in batches, not all at once
HOW MANY PIECES OF CONTENT ARE RECOMMENDED PER CAMPAIGN?
• At least 5
• No more than ~50
BIDDING AND BUDGET RECOMMENDATIONS
Need image here • Start with cpc above your goal • Always implement a daily cap • If hitting goals, uncap!
CONTENT GUIDELINES
SAFETY BUCKETS
• Three main buckets: • Family friendly • Gossip/bizarre • Skin/shock
IMAGE EXAMPLES
Skin/ShockGossip/Bizarre/”PG-13”Family Friendly
WHAT TYPE OF CONTENT IS UNACCEPTABLE
Need image here • Offensive/disgusting • Obscene • Intended to mislead
CAMPAIGN APPROVAL PROCESS
• Reminder: group similar safety buckets to ensure maximum reach
• Content may be rejected if it doesn’t fit the safety profile of the campaign
• Content will be rejected if not compliant • http://www.taboola.com/advertising-policy-033114
BACKSTAGE FEATURES
• Edit campaigns quickly • Budget, cpcs, end dates • Start/stop campaigns
IN-LINE EDITING
• Useful when you need to change one part of the campaign
• For example: targeting, platform, content
CLONE CAMPAIGN
INVENTORY EDITING
You can download the Taboola Backstage App for free on iTunes
TABOOLA BACKSTAGE APP
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TABOOLA RESOURCES – VIDEOS
We created videos on how to get the most from Backstage and how to set up campaigns. Taboola.com/resources
THANK YOU!https://www.linkedin.com/in/graceearle