Transcripts
1. What Are Native Ads: Hi, and welcome to Lesson
one of my native ads course. So if you're new to native ads, you're in the right place. And in this video, I'm going to explain what native ads are, why they are so effective, and I'll show you
some real examples. So why do marketers love
native ads? Well, it's simple. They get clicks.
Most people trust them because they
don't feel like ads. Secondly, as a media
buyer as an advertiser, you can scale fast. The native advertising
platforms, they have partnerships with
thousands of publishers. So once you have a good offer and you're seeing good results, it's easy to scale. Thirdly, native ads work really well for
affiliate offers, lead generation, content
marketing, and even commerce. And one thing that is really cool with native ads is you can start on a small budget and test with
different audiences. Let me show you a few
real world examples. Here I am on the AOL website. I think this is their homepage. And as you can see,
there are a lot of different news sources
and news articles here. So let's scroll down and
find some native ads. This one here, this
is not a native ad. This is just a
banner ad probably through Google. Moving on. Okay, another banner ad here. I think they're on the
bottom of the page. You should be able
to find something. Okay, so here we have
content. Here's a content. This is actually the ones here, I'd say they classify
as native ads. But then here, I think this
is the best example on this page is we've got
a news article here, news article here,
and this one here, this is a native advertisement. So as you can see, it's
blended among content pieces. Let's try another website. So I've just loaded the
Yahoo Finance page, and I think this
is really good way to show you what
native ads look like. So over here, we have the actual articles on
this particular blog, and then here you can
see it's labeled ad, and, I mean, it just looked
like normal content. Again, scrolling
down all of this, we have actual actual articles. And then, again, here's
an advertisement. As you can see, it uses exactly the same format as
the content of the webpage. Blends in perfectly. And if somebody just reads the headline really fast
and decides to click on it, they will be taken to
the advertisement. And I'll show you
one more example of native advertisements here. So any type of actually local news websites are a great way for
you to advertise. So here we have plenty
of different pieces, but I wanted to show you this.
I think it's quite cool. So as you can see, this is
content piece, content piece. This is an advertisement. Blended in very, very nicely. Same, we have different
content pieces here. This one is a sponsored ad, sponsored ad, sponsored ad. This is content, content. Again, as you can see, it just blends in
very, very nicely. In a way, it could catch potential customers off
guard because they read it. And if the headline is written
in an interesting way, they will click the
headline and then be taken to the offer or to the advertorial or however
you are advertising. Okay, so thanks for watching and this wraps up Lesson one. In the next video,
we'll talk about the main native ad platforms and where I recommend beginners
start. Let's move on.
2. Choosing the Right Platform to Start With: Welcome back. In this lesson, I'll walk you through the most popular native
advertising platforms. Each of these platforms
has different strengths, and I'll help you understand
how they compare and which one is the best
for getting started. The first one I want to
introduce you to is Tabula, and Tabula is one of the biggest native ad
networks in the world. You'll see their ads
on sites like MSN, Fox News, Business
Insider, and so much More. They're great for driving
traffic to landing pages, quizzes, blogs, and
to your offers. Next, we have Outbrain, and this is very
similar to tabula. Some people say it has slightly higher
quality placements, but that also transfers
to higher CPCs. I think that Outbrain is very good for content
heavy strategies, especially if you're promoting blog posts or info
based funnels. And the third one I
want to share is MGID. This is a bit smaller
but still very powerful. It's often cheaper
to run campaigns on MGID and they accept a
wide variety of offers, including more aggressive
affiliate angles. That said, you want to test the traffic quality
for your niche. The traffic here,
well, it's debatable. So now for the big
question, where should beginners start? I believe that it
goes like this. I strongly recommend
that for beginners Tabla is often the best
platform to start with. It's user friendly,
has solid support and integrates with
tracking tools like Google Analytics and Bmp. They also have a pretty
strict approval process, but once you're in,
it's totally worth it. And if you get your
campaigns approved on Tabul, you can definitely expand and get your campaigns approved
on other sources as well. Created a table
here, and this is a quick summary to
help you choose. So basically, I would
say that Tabla is best for landing pages
and affiliate offers. The pros are large inventory
and it's stable traffic. As I just mentioned, they
have strict ad policies, but once you're approved,
you're good to go. Outbrain, I think
it's more targeted towards blog content
and brand safe ads. It has many quality publishers, but with that comes higher CPC. That's why I think that
when you are starting out, you want to get as much
traffic as possible for lower CPC so that you get
a feeling of the platform. The dynamics of the
native advertising and to see how your
offer converts. Now, MGID it's for aggressive affiliates
with lower budgets. It's much easier
to get approved. And like I said, you can
start with a lower CPC, but it's mixed traffic quality. That's why I think that once you get some
experience on Tabla, you can then perhaps try MGID. So in the next lesson,
we'll go deeper into landing pages,
how to structure them, what types work best
for native ads, and I'll show you the tools you can use. So see you
in lesson three.
3. High-Converting Landing Pages That Work: Welcome. In this lesson, we'll cover one of the
most important parts of your native ad funnel,
your landing page. Even the best AD
in the world won't convert if your landing
page isn't optimized. So let's break this down and
get you set up properly. Before you even start
building your landing page, you need to consider what is
the goal of your campaign? Do you want to make a
direct sale or collect email subscribers or just get users to click
through to your offer. For example, you
have a ranking table with multiple offers, and you want a visitor just to click on any of those offers, and then they will be redirected via your affiliate link
to the sales page. Or native ads, there are typically three types of
landing pages people use. Click through pages, and
these are used when you want the user to click from your
page to the final offer. These are perfect for
affiliate campaigns. And I just mentioned
there are ranking tables. Click Through pages are
just perfect for that. Next, you can have
lead generation pages, and these collect emails
or phone numbers. So they are great for
building a list or setting up follow
ups in the future. So you can offer a free
guide or quiz results or exclusive access in exchange
for the user's contact info. And the third one are
advertorials or presell pages. So they are styled like blog
articles or news stories. The purpose of these are to help warm up the user
and educate them, to build some trust before you promote a product
or a service. Now, depending on your niche, any of these can work, but click through pages are often
the easiest to start with. You don't need to
be a developer to create great landing pages. Here are two easy
ways to build them. So you can use tools
like Landing gee, unbounce or the elementor which the last one is
a WordPress plugin. And these let you create
pages visually. No coding. Usually they're just based on
click and drag technology, very simple to use,
great for beginners, and they come with a lot
of different templates. However, if you or someone on your team knows a
bit of HTML and CSS, you can build very fast
loading pages with full control over layout,
tracking and style. So I think that HTML
templates or going the direct route is great
for affiliate campaigns, and your pages can be
hosted anywhere with this. I personally use HTML
templates when I want more flexibility
and faster loading. And this is very
important for native ads. Now, quickly, I just
want to go through the elements of a
good landing page. No matter what type of
landing page you build, every landing page should
include a clear headline, an image, short,
persuasive copy, a single call to action. You do not want your
users to be confused or distracted and sometimes
add some trust elements, like disclaimers,
testimonials, or even logos. And importantly, it should match the tone and
promise of your ad. If your ad says discovered the top diet offer in 2024 and your landing page
says something different, there's a mismatch, and it can confuse users and
also create distrust. Here's a very simple example
of effective landing page. Basically, you've got the title, a brief description
below the title, and then you have
the call to action. You have an image
which every user who sees this instantly knows
what is being optimized. Okay, moving on, next, remember, disclaimers
and compliance. I have already mentioned that Tabula has strict
compliance themes, so your advertisements and
pages must be compliant. So if you're in
verticals like finance, health or crypto, you often need a disclaimer
at the bottom. For example, you're comparing offers in one of these niches. It's always a good
idea to include an affiliate disclosure,
a risk warning, and possibly a legal notice depending on the markets
that you're advertising. So this legal notice
may be a link to a separate page
in which you list your company address,
contact details. So this not only builds trust, but also ensures that your
campaigns don't get rejected. So this is the general flow of the native
advertising campaign. You have your native ad. Users
see it, they click on it. They get redirected
to your landing page. The landing page
warms up your leads. They click call to action
button on your landing page. They get redirected to the
offer or your conversion page, and you have a
successful campaign. The landing page is your bridge. If it's weak, your
whole campaign suffers. That's it
for lesson three. In the next lesson, we'll
talk about pixel setup, how to track conversions, and make sure campaigns are actually working. See
you in Lesson four.
4. Conversion Pixels Made Easy: Welcome to this lesson. And now I would like to discuss the goal
of your campaign. So every campaign
that you set up, you will need to
have some sort of particular action in mind that will count as a conversion. And the way that
you track this is using the tabula pixel. So let's go there, and I'll
show you how to set this up. Here we are in Tabula, and this is the
main campaign view. But the very first
thing that you need to do before you start anything is you need
to figure out what is the goal of your campaign
and then set it up. Make sure your website is
configured with the Pixel. So to do that, in the
Tabula dashboard, you will click on Tracking. And on the tracking field, you go to account
tracking setup. I've already set everything up, so I will click on settings. And what this will do, you can click on account
tracking setup, and it will guide you
through all of the steps, but this is the end result. You will get a pixel code. It looks something
like this, and what you need to
do is you need to copy it and insert it
into your landing page. And the way that
you can set this up, is there are two options. You can go with Click
Through or V through. I suggest you go
with Click Through. So what does this
mean? Click through? It means that when somebody
clicks on your ad, and then later they complete the conversion like signing up, purchasing, whatever
the conversion is, that counts as click
through conversion. A view through conversion happens when somebody
sees your ad, but they don't click the ad. Later on, through
another source, perhaps Google, Facebook, or some random land you on your website and they complete
the search in action, that counts as a view
through conversion. VwTrou because they
have seen your ad, but not necessarily entered
your website through tabula. Whereas click through
means they see your ad on a tabula
source and then click it. So when you are setting this up, I suggest you start
with clicks only. So this is what you generate a pixel code and
you copy this code, and you have to insert it
into your landing page. I'll show you how that is done. So here I have a landing page, and I've already
added the pixel here, so I will show you
how it looks like. So this is the HTML code, and over here, you have
the tabula Pixel code. So it is inserted in the head
tag, and that's all it is. And then what you can
do is you can go to Chrome Extensions and download
a Tabula Pixel helper. And then refresh your website, and if everything
works properly, you will have a page
view visible here. And then you know that the
main tabula pixel is working. So you need that
pixel in order to track page views and well, essentially track activity
on your actual landing page. Now, there is also
a conversion pixel, and that is something else
that you should be setting up. You don't need to set
this up to get started, but I highly recommend
this because it lets you optimize your campaign
for a particular event. So you click on New Conversion, and there are two methods here. The Cdless event tool, it lets you set up conversion
pixels without any coding. Can try this on your
own, but I'm going to install events
using this code. I'm going to use
the manual process because I find
this will be much, much easier for me to
explain to you how it works. Once you understand the
dynamics of conversion pixels, then you can go ahead and
use the events tool here. So I'll set it up
like this, continue. Oh, you give your
conversion a name. This can be a lead, can be an email subscriber, can be a sale, whatever
your advertising, whatever the goal of
your campaign is. Now, there are three
conversion types. First conversion is URL. So essentially, it's like this. User clicks the Tabula ad. They go to your
page, landing page. They complete a certain action, for example, a purchase, and then they get redirected to a thank you for purchasing page. If you have the conversion
type set up to URL, you just add the
let's say, thank.com. You add the URL of your
thank you page here, and then whenever a
user goes to this page, the pixel will be fired up and a conversion
will be attributed. Next, we have event based pixel. So this happens when a user
performs a particular action. Again, it can be a
click on a button. It can be signing up to
your email newsletters. You have an email subscriber. And what happens is that once a user performs a
particular event, the conversion pixel
fires up and lets Tabulla know that a
conversion has taken place. And then in the statistics
in the Tabulla dashboards, you will see how
many for example, if you are running an email campaign for email subscribers, you'll see how many people
have signed up to your list. For the event based pixel, it's a little bit
different setup here. So if it's a sale, you can add the UA amount here. If it's just a sign up, just leave this empty, then
you can just select here. Lead, lead, click
through Conversion 30, view through conversion 24. These ones are fine.
And then here you have a couple of different fields. So total conversions
is the first one. If your campaign is using
smart bid optimization, then you will use this because the algorithm of Tabula will try to find more traffic
that leads to this particular
type of conversion. You do not want to use
total conversions. You do not want to
have this checked if the event is
not your main KPI. So for example,
if it's just like a page view or a button click that doesn't
represent anything, then you do not want total
conversions to be selected. Now, total value, this is only if there's
like for example, if sign up, if you allocate ten euros to a
sign up and to a purchase, you allocate 50 euros, then you can use total value. It informs Tabula that certain
pixels have more value, and the optimization
algorithm will get to work, and it's done in the background while you're running
your campaign. So we can leave this as it
is, and aggregation type. This basically means
that it defines how multiple conversions from users from one user
will be counted. So, for example, if you want
it aggregated, means that, let's say somebody visits your landing page
and clicks a button, which is the conversion. Clicks a button a
couple of times or signs up multiple times
to your email list, then you would be calculated
as multiple conversions. So if you are collecting
email subscribers, you don't want aggregated. If you are selling
something then you do want aggregate it. If you just want to
measure one user who signs up to your email list and just
count this as one sign up, then you would select
the last value. Okay, moving on, we
have the event code. So this is a script,
you copy it. This is a script
that you would run whenever a conversion
takes place. Let me show you how this
looks on our website. Here I have another website, and basically, it's a quiz, and the conversion pixel is set up for this
first Baton click. I'll show you how this
looks with the code. So for this landing page, we have the tabula pixel here. This is the main pixel and it tracks page views.
This one is fine. Now, the first
button in this page, so this button for Eora. This button is here, and this is the HTML code
for clicking this button. And when this button is clicked, it immediately runs
this script as well. First offer button, ID
first offer button. And this is the script that gets triggered only when the button is clicked. So
that's how it works. You load the script
within the body tag, but then you allocate a certain action for
the script to run. So for this particular page, I will show you how it looks. I have loaded the page. So the page view
pixel has loaded. Now I clicked the link
goes to this page. I've clicked the link, go here. And as you can see,
the first position click Pixel has been loaded, and this signals Tabula that a conversion
has taken place. And in this case,
a conversion is a click through from
the landing page. So the cycle will be that a user sees an ad on
Tabula, click it. They go to the landing page. This counts as a page view. They click the button
of this position. Go to the final destination, and the conversion
has taken place because the first position
has been clicked. So once you have this
set up and tested, you can run the tabulla
pixel, see if it's working. But then on the actual
tabula platform, you will see it maybe
after half an hour, maybe after 1 hour,
it takes some time. So I wanted to show you this because this
is the first thing that you need to set up
before running the campaign. Okay, I hope I have
explained this to you as simply as possible, and let's move on with
setting up the campaign.
5. Native Ads Platform Overview: Hi, everyone, and welcome to this quick tour of
the Tabula dashboard. Before we dive into
campaign creation, I want to show you around the
main parts of the platform, just so you know
where everything is and feel more
confident navigating it. Let's start with the campaigns
tab on the left here. This is where you'll
spend most of your time. Here you can create
new campaigns, see all your existing campaigns, view performance data
like impressions, clicks, conversions, and CPC,
which is Cos per Clicks. So you can pause your campaigns, edit them or duplicate
your campaigns. It's the central hub for managing everything
related to your ads. Next, we have the tracking tab. Here, you can create
conversion rules which tell Tabula when a
conversion has occurred. For example, when someone
signs up or makes a purchase. You can set up tracking
pixels to monitor actions on your website and
optimize your campaigns. You can also add custom
event triggers to track things like button
clicks or time on your page. Even if you're new, don't worry, we'll go step by step in a future lesson on how to
set up tracking properly. Next, we have the Audiences tab. Here's where you can build custom Adkinss from
visitors to your site. You can create
lookalike audiences. You can re target users who didn't convert
the first time. For now, just now it's here, you don't need to
use it right away, but it becomes powerful once
you start getting traffic. And this is it for this lesson. It's just a light overview, so you know where to find the key tools, campaigns
tracking audiences. The next lesson, we'll actually create your
first campaign, and the way to do this will start with the tracking section. This is the most important
thing that you need to set up before setting up your campaign. I'll see you in that lesson.
6. Step-by-Step Native Ads Campaign Setup: Welcome back. In this lesson, I want to walk you
through a process of setting up your
campaign on tabula. Let's check if you
have everything ready. You need to have a
landing page set up. You need to have a Tabla pixel installed on your landing page. I highly recommend you set up the conversion pixel as well. Without it, you're
running a campaign blind. And the fourth thing, which
we haven't covered yet, but that is the
tracking platform. It's very easy to integrate Tabula with a third
party tracking platform. I will discuss that
in another lesson. So let's go to Tabula and I'll show you how
to set up the campaign. Here's the Tabula account, and I am here in the
campaign section. So basically, it's a
very easy process, click on New campaign. So give your campaign name. Let's just call it
test for this video. Enter your brand name here. And then here you will select
your marketing objective. So when you are starting
out, I would suggest, well, it depends what you have set up as the
conversion pixel. Website engagement, this is all about getting
traffic to your website. But as the conversion
pixel has been set up, then I would suggest you
go with lead generation. Now for the conversion
goal, the account default, this is set up automatically, and I suggest that you change it to the conversion pixel
that you have set up. Doesn't matter that
you don't have any traffic to
your campaign yet, but this gives a signal
to Tabla that in the end, this particular
conversion pixel, that is what counts,
and that is what has to be optimized for
your campaigns. Next, you will specify
the schedule here. So you can start running the
ads as soon as possible, or you can set up a start
date and an end date. What I recommend is
that you can start running them as the ads gets approved or set up a
future start date, and then just let it run. Just make sure you will limit the budget, but I
will get to that. For the days and
hours, 247, of course, it's selected by
default because Tabula wants you to spend as
much money as possible. However, when you
are setting up, like when this is
your first campaign, I would suggest that
you limit the hours. Now, depending on your offer, here's what I would
suggest that you do. So a lot of offers, they're just running they're just good
for Mondays and Fridays. So you can set up
Mondays to Fridays. If you are on a limited budget, then I reckon you should not run the ad in hours that
are irrelevant. So one way to do it is say, let's just go 9-1900. So that way, depending
on the offer, but you're advertising when your consumers when your potential
customers are active. Now, if you have a huge budget and you just want
to test everything, then just go 247, that's fine. Here you can select
your time zone. Now, for campaign targeting, here, well, let me
select a country. This is very specific, as well. So you select the region
that you want to advertise. You can select the
entire country, or if your offer is aimed at a particular region
or state or postcode, you can target it this way. Next, we have the platform. So there's desktop,
mobile or tablet. When you are running a
campaign, always target one. I mean, you can
set up all three, but it's not recommended because you will not be able to compare
the results properly. Basically, have one
campaign for desktop, one campaign for mobile, and if you're targeting tablet, one campaign for tablet because each platform has
different results and you need to be
able to see this. So as we're doing desktop,
this is irrelevant. If we select it mobile, we can select Wi Fi only. Okay, now, operating system, choose the operating system
that you're targeting. If it's not relevant, then just select all
the operating systems. Same with browsers. You have a choice of which
browsers you want to target. This one optimal scale and
performance, this is fine. Unless you have a list of specific sites you do
not want to target, just leave this
as it is for now. This is fine. Now
contextual targeting. Here, you will select the
niche that you are targeting. So which website
you're targeting? There's quite a lot
to choose from here, and the way that you
do it is that well, there are a lot
of subcategories. And also main categories. So one way that I
suggest you do. Well, this is what I
think you should not do. Do not select all of the relevant ones and
run your campaign. That is just way, way too vague. If you want to
select these four, then I suggest you set up
four different campaigns, one targeting each category. Then you will see which
contextual categories get better results. And from there, it's much
easier to optimize because if you select all of these, I mean, the available impressions
will be huge, but when it comes to optimizing, you don't know which category is the one that's actually
driving conversions. Okay, so let's just leave
it like this for now. Topic segments for now,
we're not touching this. If you're touching contextual categories and setting this up, then this one you
can leave blank. If in the future, you want to
test out topic categories, you can create a new topic
segment here, test it out, but make sure it's like
a separate campaign just targeting topic segments. Audience targeting for now, we are leaving this as it is, and we can click on next. Now, what is your
bidding strategy? As this is your first
Tabulla campaign, I would say bit control
because maximum conversions, you're letting Tabula
optimize everything for you. So it knows your budget. You can set a target
cost per acquisition, and then Tabula does the rest. If you have a big budget, and if you have already
some experience, then this is the way to
go and see what happens. But as you are just starting, I like to be in
control of the CPC. And also, I would change
from the enhanced CPC, which, of course,
it's recommended. Tabula wants you to
spend more money. It's going to go with the options that are
most recommended. But I suggest go with fixed CPC and depending
on your region, set up a lower CPC to start. At this moment, you just
want to get clicks, you want to get familiar
with the platform, you want to see the results. So fixed CPC gives you full
control of your campaign, and that's the way
to go because you will learn how to use
tabula much quicker. So set up a daily budget, make sure that the monthly
budget is set up as well, and then click on and then
move on to add optimization. So here, I would say
that as you're starting, go with the AB testing
option because optimized, what it does is the tabula sends a bunch of impressions
to all of your ads, figures out the
best one, and just sends impressions to that one. But the issue here is that it can happen a
little bit too quickly. So I find that it's better when you're starting
the campaign, go with AB testing, and then for all of your ads, you will get more or less the
same amount of impressions, and then you'll be able
to see what is better. Later on, once you have
already tested this out and selected the
best advertisement, then you can switch
to optimized. Okay, this part here, just leave it on. That is fine. Tracking, this is if you're using Google Analytics
for tracking, this is the code that will be added to the end of your URL. So you can change
this as you want, and this is what we'll
display in Google Analytics. Okay. So let's just go
to create and add ads. So this is the ad setup process. So we're going to select
our test campaign. Click on next. And when you're
starting out, I'd say, start with the standard ad
and give your add a name. I'll just call it like this, custom ID if you want. Now, this is where you will
specify the landing page. So for example, we
can use this and we will paste it here. Now, this particular account
has a couple of images, so let's select an image. These are the different formats that the image will appear on. So it's a good idea just
to see how it works and perhaps changing it a little
bit, tweaking the images. So, you know, so it
doesn't get like this. So if you're targeting
like a fork softer, that's in monitor, Okay, then you can click
on Apply and it will automatically adjust this.
So that's the image. Once you selected the
image, this is fine. Skip scroll down and now
you add the content. So let me just write top
FX offers by ranking, just a sample headline. The way that you want
to do is you want to set up I follow when it comes to setting up
advertisements for Tabla, I follow the rule of trees. So when you're starting, you want three headlines, three different
pictures, and you want one default description. So by three different headlines with three different pictures, that gives you a
total of nine ads, and that's plenty for Tabula to optimize and then see
which ad is performing. And then after a few days, what you do is you eliminate
the bottom three ads, add three more ads, and see how it is performing. So, okay, you can use
this tool here as well. And AI has generated
a different headline. Okay, default description,
it is optional, and it is also a good idea to test some ads without
a description. So here you have
a preview of what the ad will look like so far, but I could add something like And you can see that the description has
been filled out here. Addi call to action Butttern, learn more, but it can be
anything else as well. And then you would
click on Submit. Once you click on Submit, what will happen is
that your campaign and your ads will be completed, and the ads will be
sent for review. The review process can
take up to 24 hours, and if everything is okay,
everything is in order, it gets approved, and your
campaign starts to run. So this is a setup process. I'm not going to click on
Submit because these are just sample quick ads. I mean, I just wrote them here, and I don't want them to be
sent to Tabula for approval. So this is a setup process, and as you can see
from this tutorial, it doesn't take a long time
to set up your campaign. Thank you for watching,
and let's move on.
7. Making Sense of Your Stats: Welcome. In this lesson, I'm going to look at how to read your performance stats inside Tabulla and understand
what they mean and what to watch out for to improve
your campaign results. Whether you're running a
simple campaign or scaling up, learning how to interpret your data is key
to profitability. Here I am in a Tabula account, and there are three
campaigns here, very very small campaigns, but there has been some traffic, so I can show you what
this actually means. So let's move across,
and let's start. So the first one is impressions, and this is how many times
your ad has been shown. Then we have the clicks. So the number of users
who clicked on your ad, the conversions, which is how many users have completed
your desired action. So this can be signing up, it can be clicking through
or making a purchase. Then we have the
actual CPA rate. So this is the cost
per acquisition. So this is how much you are
paying for each conversion. Then you have the conversion
rate and the actual CPC. So as we have set this
campaign up for a fixed bid, it's mostly 0.35
$0.00 per click. Well, this particular campaign. Then we have the
click through rate, and this is the percentage of impressions who
turned into clicks. CPM, it's the cost per mile, so it's the cost per
thousand views of the ads. So these are the
main or these are the core statistics
of a campaign. We can go down further
and then look at ads. But before we go
into the ad section, I want to show you some benchmarks because
at this moment, I understand that you're
just starting your campaign, and these numbers, they just
don't mean anything for you. You're new. So I
want to give you some benchmarks
that would give you an indication whether
your campaign is running good or whether
you need to tweak it. Here are the
baseline performance benchmarks to guide you. So firstly, we have
the click through. Anything between 0.3 and 0.5%, it's low, but it's acceptable depending on
your niche. Anything below? Well, you need to optimize it. You need to
change something. If you're getting a
click through rate of between 0.6 to 1%, that is a good campaign. Anything over 1%, that's strong. That's really signals
you've got something there. For landing page click throughs, the decent benchmark is 30-50%. Anything over 60% is good, but if you are getting, say, over 100% click through, that means that perhaps your
pixel is set up incorrectly, and it could be firing
multiple times. Unless in your particular niche, you want to, like, this could be repeat sales, then it's fine. But I know this because
I had a client and he set up the landing
page pixel incorrectly. So he just wanted he wanted
the pixel to fire one time, but instead, every single time a user clicked it,
it fired a pixel. So he had like 300% conversion
rate, which wasn't good. It was distorting all
of the statistics. Okay, next, for CPC, well, this really depends on the
country that you're targeting, like something, for
example, Czech Republic, it's 30 to 60 euro
cents. That's decent. US UK anywhere between 0.7 euros or it could be even
$0.70 and dollar 50, that's a good starting point, but always test upwards
because bidding too low can suppress your campaign and also keep in mind that if you
are bidding too low, you could be bidding on
the low quality resources. So that's why this
needs to be tested, and you need to control your
budget to make sure, why, you don't overspend,
but you also don't want to underspend on the
worst possible traffic. When it comes to the
conversion rate, one to 2% is normal
for cold traffic. If you're getting over
3%, that's very good. But once you start
getting these statistics, then you can always figure
out how to optimize your landing page or optimize
your funnel if you're getting under 1% conversions. Back to Tabula, we can go to AD here you can see all of
the ads that are running, and what you can do is you can organize them based on
the click through rate. Here you see the click
through rate for the advertisement from
highest to lowest. So in this particular case, here are ones that
were rejected. All the campaigns are set up. Just set up one, for example. Okay, click through rate
from lowest to highest. So when you are
running a campaign, what I would do is, like I said, the rule of 33 images, three titles, then
you have nine ads, run it for a couple of days, and then organize
it based on click through rate, based
on conversions. And when you find
the lowest ones, just pose them and replace
them, add new ones. So for example, you could
remove the top three, you could remove the
bottom three and add three new ones and let that optimize and see
how it performs. Next, we go to sites. So here you will get a site
breakdown by each publisher. And what you do here is
you can sort this out by spend from highest to lowest, and then you can see
how many clicks each particular at
resource delivered, and what was the conversion
of those particular clicks. And if you want to
see the websites that you are advertising on, just click on the SRO here. Okay, here's a website. And what you want
to do here is just occasionally review the data. And if you are getting
a lot of clicks, but no conversions on
some of the sources, then you want to pause this. And this is a process that
I recommend that you do. Well, let your campaign run for a couple of days up to one week, and then you want to regularly
just review it and pose it because Tabula has a lot of
really bad quality sources, and you need to
get into the habit of reviewing it and posing the sources
that don't perform. Because when it comes to
these types of campaigns, your job isn't to guess. It's to test, track, and tweet. Key thing from this
lesson is I wanted to introduce you to the
statistics of Tabula, and I would like to
mention that you have to start with data, not emotion. Let the numbers tell the story. If a campaign isn't working, don't be afraid to pause, reflect, and restrut
with improved elements.
8. Smarter Tracking for Better Results: Welcome. In this lesson, I want to talk about
something else, which is extremely important. And this is tracking
your campaigns. Tracking helps you
understand what's working, what's not, and where
your money is going. Without it, you're
basically flying blind. But the good news is you can't
start without a tracker, especially if you're
just testing, Tabula does give you some
basic starts to get going, which I have shown you in the previous lesson of
setting up the campaign, as long as your TabullaPixel
is up and running and you're using a conversion
pixel, you're good to go. But if you want to grow, scale and get the most out of your budget, you'll
need tracking. So in this lesson,
I want to introduce you to two solid options. Before that, let me quickly tell you why
tracking matters. When you're spending
money on ads, you want answers to the
following questions. Where are my conversions
coming from? Which placements or
websites are converting? What devices or
countries perform best? Am I wasting money on low
quality traffic or bots? Tracking gives you that data, and without it, optimization
becomes guesswork. So the first method is
simple and it's free, and it's Google Analytics. It is reliable and you are probably already using
it for your website. So with Google Analytics, you can track user behavior
on your landing page. You can measure bounce rates, time on the page, and clicks. All you have to do is set
up UTM parameters to know which ad or campaign brought traffic into
your landing page. It is very good if
your track goals like clicks to affiliate
offers or opt ins. This is a great starting point and especially if you're just running one or two campaigns. So basically, what
you do is you need to generate a property in your
Google Analytics account. When you have generated
your property, you need to create the pixel. So I have a data
pixel in place for the websites that I've shown
you throughout this course. And the Google Pixel setup,
it's very, very easy. If you are using some
sort of platform to set up your landing pages, well, usually they have specific processes that you can easily add your
Google Analytics. But if you don't, if
you're using HTML, this is what you'd get. You get a Google tag, and basically you just copy that and you paste
it into your page. So for example, in this page, we have the TabullaPixel here, and below the Tabula Pixel
is a Google Tag code. And this will track all of the data that you need
with Google Analytics. So once you have this in place, you still need to go to your
Tabula account and you can set it up so that the
UTMs in the Tabulla URL, let Google Analytics show you detailed campaign
performance. In the Tabulla dashboard,
go to campaigns. You will see your campaign. Click on the Edit campaign. And then everything
has been set up here. I mean, if you create
a new campaign, you will have to manually
fill all of these fields up. But then when you
go to the bottom, you have the tracking section. And here you have
the tracking code, and this will be automatically
added to the end of your landing page code whenever
Tabula runs the campaign. Through Google Analytics,
you will be able to see that the source is Tabula UTM medium, this is perhaps a campaign name. But actually, what you can do here in addition is you
can add another parameter, such as what was it UTM,
underscore campaign. So medium, actually,
instead of this, this medium could be native ads. Okay, so this is how
it would be set up. The source would be tabula. If you're using outbrain, the source would be Outbrain, UTM medium native ads, so that you can separate if you're running email campaigns, if you're running push
ads, pop up traffic. So here you see it's native ads, and then the UTM campaign, this is the campaign
name that you are using. So you can set this up here. Automatically, it gets added to the landing page URL
that you are using. That is visible in
the ads section. And then you will be
able to see all of these detailed statistics
in the Google Analytics. Okay, so this is the first way that you can track
your campaigns. I suggest this is
the way that you get started because it's
simple and it's free. And now let's move on
to the other method, which actually is also free. But it's a little bit different and a little
bit more advanced. Okay, let's leave this. If you are running multiple
campaigns, split tests, or affiliate offers, then
Bamb is a game changer, and this is the tool
that you need to use. This is a dedicated ad tracker
design for native ads, affiliate marketing,
and media buying. Now, this is really advanced, and it lets you track clicks and conversions with extreme detail. You can see which websites or placements bring conversions. You can auto optimize
campaigns using rules. You can detect bot traffic. Manage multiple landing pages, offers, and traffic
sources all in one place. It's more advanced
than Google Analytics, but once you're ready, it can help you
scale profitably. I do have a sample
account set up here. And this takes a little
getting used to, and it is more advanced. Basically, before you start, you need to have all of
the elements in place. So what you need
to set up here is you need to add your offers. So these are the final
offer URLs here. You need to add your landing
pages to this platform. You need to add the
traffic sources, which in this case,
it is tabula. And then you set up a campaign. And tracking here looks
completely different. So this campaign
has been set up, but I will show you
all of the links. So, click on here. Okay, so this is a
lot to go through. So this is a little
bit advanced. That's why I suggest you
start with Google Analytics, and then later, if you're
ready, move on to this. Bemb is great because they
have a free package as well, and you can get to
get familiar with it. So this is the campaign URL, and this is the link that
you would be using for your campaigns because this lets the platform
track everything. And if you're using some
sort of click through page, then you need to set up the
click URL using this link. So for example, here, I have a particular
link in place. So the click to this button would not
go to my, let's say, affiliate offer, but instead, it would go to this click. And then when you are
setting up the campaign, you set up the dis click gets redirected to an offer that has been set
up here previously. This platform also
offers you the benefit. I mean, apart from a lot of
tracking different elements, it also allows
Postbak technology, which means that if you are
promoting an affiliate offer, then you will insert the PostbaC
URL or the PostbaCPixel, and paste it into your
advertiser's platform. They will allow
tracking of this type. And what happens is that when you send traffic
as an affiliate, you're sending
traffic to the offer. When the offer converts, you will be able to see on Bmob exactly which click
created the conversion. So this is advanced and it takes a little bit
to get used to it, but I wanted to show it to you because I think that this is the next step after
Google Analytics. And after you're
familiar with Tabula, because in general, do you
need a tracker to start? Short answer? No. You can
start small without one, especially if you're just
testing ideas and creatives. But as soon as you want to scale your campaigns,
compare landing pages, block bad traffic or
optimize based on ROI, you'll want to set
up proper tracking. My advice is start simple. Just start with the Tabula pixel and Tabula conversion pixel. Set up Google Analytics as well and get familiar with
the UTM tracking. Once you understand that, then play around
with B Mob as well. It's a great tracking
platform. Okay? Thanks for watching. I know this has been
quite technical, and we have covered quite a bit.
9. Keep Your Budget Safe: Blocking Fake Traffic: Welcome to this important
lesson, and it's a big one. We're going to talk about bots. Yep, bot traffic
and how to reduce or even eliminate it from
your tabula campaigns. Because the truth
is, if you have ever wondered why you're spending money but not seeing conversions or you're getting
strange click patterns, weird bounce rates or unusually high impressions
from one side, may be dealing with bots. So let's dig into it and
talk about what you can do. So what are bots in Tabula? Because this is a
really serious issue, and if you're not
protected, your campaigns, while in your tracking platform or in your affiliate dashboards, you may be seeing
hundreds of clicks. Now, Tabulla works with
thousands of publishers, and while many are legitimate, some sources send fake or low
quality traffic using bots. These bots click your ad, visit your landing page, maybe scroll or click around, but they never convert. And why? Because they're not real people. So boat traffic can waste your ad budget, skew
your analytics, make optimization impossible,
and worst of all, make your campaign look like it's performing when it's not. Here are the red flags
of both traffic. So you may be seeing unusually high click through
rate, but no conversions. Bounce rates anywhere 90-100% with zero time on your page, clicks coming from obscure
or unknown publishers. You can have repeat visits from the same IPs or countries
you didn't target. Another one is instant
button clicks, like within 1 second
of page load. Or you may be seeing a huge gap between tabulla reported clicks
and your internal stats. So what can we do about it? Here's an easy and very
effective bot filter. There it is. Just
use a capture field. So you don't need to put it
on your main landing page. You can place it before your
final conversion point, just like I have in this
particular landing page. So here you can see it's just
a simple checkbox capture, and it can stop most bots. Of course, the capture
isn't something that you can use on
all types of pages. So let's explore another
type of bot filter. Here's another landing page. And in this one, I have
applied a button delay. So it's time based filtering. Because what happens is that bots usually click instantly, and a real human
takes a few seconds to read your page
and decide to click. So here's a powerful trick. Delay your call
to action button. You can use a short delay three to 5 seconds before enabling the main
call to action. So if someone clicks too fast, don't count them as valid. It is a simple Javascript
delay and it can filter out a lot of fake
traffic. This is how it works. So I will reload this
and click the button. Basically, it's not letting me click the button because
I clicked it too fast, and that's how bots work. However, if, let's say, again, I reload it, wait about three to 4 seconds, click the button, it
redirects normally. So it's only if
somebody instantly loads and instantly
clicks, button is delayed. Now, there is one more type of bot filter that I
want to show you, and it's known as
the honeypot field. It's like an invisible trap. This one is very sneaky
but very effective. And what is a honeypot? It's an invisible textbox. Humans never see it, but bots fill it out
because they read the code. So if that box gets filled in, you know it's a bot, and you can block or ignore that click. So this is a simple HTML trick, but it works like a charm. So I actually have one embedded in this particular landing page, and the way that you see it, so here's the
honeypot field code. And instead of display none, I'm going to change
it to Display block. And as you can see,
there's a textbook here. And when I fill it in randomly, click the call to
action, nothing happens. Bots blocked via honeypot. So this is another
really effective way to filter through and
block bot traffic. So I've shown you these three
pretty awesome bot filters, and probably the question
on your mind now is, how do you apply to
your own website? Well, in the final
lesson of this class, I will talk about the
resources section that I've created for this
particular class. And in that resources section, I'm going to share with you
all of the code that you need for the time
delay bot filter, for the honeyb bot filter, as well as the simple
capture option. I will talk more about that in the last lesson of this class. So I'll share the link
so that you can have everything and it's a
simple way to get set up. Moving on, I would also like to say that there
are a couple of other ways that you can
monitor both traffic. So you can use
tools like B Mob or Google Tag Manager and use them as trigger so that
you detect mouse movement, scroll depth, or
even time on page. Actually, you can even set
up a tabula campaign using the normal TabullaPixel
and make the goal for a user to stay at least
10 seconds on your page. So to recap, bots are a real problem on Tabula,
but you can fight back. And I've showed you a
couple of methods here. You can add a capture
where it makes sense. You can use a time delay
before activating the buttons. You can include a honeypot
field on your forms. You will still have to monitor behavior metrics,
but these tools, they will significantly
reduce bot traffic, so you will be able to optimize your campaign for real traffic. So more humans means better conversions and means
more accurate statistics.
10. Resources: Congratulations for reaching the final lesson of this class. We've covered a lot of content, and I hope that you have taken away from this the knowledge of how to launch your very
first native ad campaign. This is the resources section
to the native Ads course. The link to the section should appear right now at the
bottom of your screen. And basically, what
I have done is I've included the codes
for the bot filter. So the first one is the
time delay bot filter, and all it is is a simple
click and paste, sorry, copy and paste code
into your page, and it will disable all of your buttons on your page
for the first 4 seconds. You can modify this as you like. Moving forward or moving
down in this case, we have the honeypot filter. Again, very, very
simple to apply to your landing page.
You have two steps. Step one is you input the textbook
field, which is hidden. And then step two,
run the script here. And what it does is, well, I've even included
instructions here. So it will disable all clicks if the bot fills in
the first field. And the third one is
the capture bot filter. So this one requires a little
bit more trial and error, but I've tried to make it
as simple as possible, and here is the entire code. I will occasionally
update this page with new resources that
I find interesting, especially something
that can help you with your native
AD campaigns. But here this is, so
make sure to use it, and I hope it's super
easy and I hope it reduces fake clicks in
your native AD campaigns. So I would like to say, thank
you for taking this class. It's been a pleasure teaching you and all the best
in your campaigns.
Tom Wiztek, Marketing and Recruitment Specialist
