‘Taboola account managers have been essential to thesuccess of our campaigns. Their support and wealthof knowledge is overwhelming, and they are always
finding new ways to provide value to our business.
We’re confident our partnership with Taboola willcontinue to be a key driver of excellent results in thisbusiness and building the Fat Tail Commodities brand.’- Christine Lu, Paid Media Marketing Specialist, Fat Tail
Investment Research

171%

Increase inConversion Volume

60%
FINANCEFat Tail Investment Research Drives
Email Subscriptions with Taboola
Native Ads

Increase inConversion Rate33%Decrease in Cost
Per Lead		COMPANY
Fat Tail Investment Research is Australia’s largest
publisher of independent financial research and a
reputable source for investing-related analysis andcommentary since 2005.
CHALLENGE
Generate email subscription leads and paid conversions ata low cost per lead.
SOLUTION
Use Taboola sponsored content and targeting tools
to reach and retarget audiences across premium
publisher sites.
RESULTSWith Taboola, Fat Tail Investment Research drovea 171% increase in conversion volume, 60%
increase in conversion rate, and 33% decreasein cost per lead.

Fat Tail Investment Research Targets Potential
Subscribers Across Top Publisher Sites

Introduction
Fat Tail Investment Research is Australia’s
largest publisher of independent financial research
and a reputable source for investing-related analysis
and commentary since 2005. Its mission is to help
everyday Australians become better, happier, andmore successful investors.
Fat Tail Investment Research publishes awide range of independent research materials,
comprising e-letters, financial publications, andinvestment advisories; all designed to provide
information about investing and wealth protectionthat the mainstream is not covering.
Why the name? Statisticians refer to the bulges
on the extremities of bell-shaped curves as ‘fattails’. Instead of tailing off as they are supposed to,these rare events seem to swell up where you don’t
expect them. The experts at Fat Tail Investment
Research investigate them for you.
Fat Tail Investment Research launched a newe-newsletter Fat Tail Commodities in 2023. Fat
Tail Commodities provides exclusive insights
and expert guidance on the anticipated Aussie
mining and commodity boom and Taboola were
instrumental in the success of the launch.

Fat Tail Investment Research Turns Leads intoPaying Customers with Taboola

Fat Tail Investment Research More Than Doubles
Conversion Rate with Taboola

Fat Tail Investment Research has been working with Taboola for years.
Together, they’ve built campaigns to drive high-quality leads and convert
those leads into paying customers for subscriptions.

For this new round of campaigns, Fat Tail Investment Research used
contextual targeting and retargeting tools to reach just the right audiences
across Taboola’s network of vetted publisher properties. Each ad click led
to a landing page where people could submit their emails and download afree report.

‘Generating leads via email subscriptions is a primary component of ourcustomer acquisition strategy’, said Christine Lu, Paid Media Marketing
Specialist at Fat Tail Investment Research.
‘We usually advertise lead magnets such as free reports oreditorial pieces, in the hope that our creative campaigns(and products) will be compelling enough to acquire new
subscribers into our readership.’
Fat Tail Investment Research already had success using Taboola togenerate leads for its Lithium Stocks category. Now, they wanted to drivethe same results for the Gold Stocks category. Its main goal was to drive
valuable leads at a low cost-per-lead (CPL).
As a leading content recommendation platform, Taboola helps advertisers
reach engaged audiences across more than 9,000 publisher properties
with the power of native ads.
‘Taboola provides access to many publishers, tools, and audiences that are
uniquely available with their network’, said Lu.
‘Working closely with our Taboola account manager, we’vebeen able to maximize the value of the platform resulting invaluable leads and sales. Their insights and understanding ofour brand have been critical to our business’s success and thelaunch of new e-newsletter, Fat Tail Commodities.’‘Taboola’s targeting features allow for extensive audience testing andinsights’, said Lu.
‘Optimising our campaigns with data-driven insights has
resulted in reduced wastage and improved efficiency across
our lead gen campaigns.’
Fat Tail Investment Research’s dedicated Taboola account manager
provided support throughout the entire process, offering customised
recommendations and strategies to help increase results.
With Taboola, Fat Tail Investment Research was able to achieve
outstanding results across both its lead generation and purchasecampaigns. In just two months, they drove a 171% increase inconversion volume, 60% increase in conversion rate, and 33%
decrease in CPL — improving performance while reducing spend.
Fat Tail Investment Research now looks forward to expanding theirpartnership with Taboola and working closely together to grow the Fat
Tail Commodities brand achieve exceptional business results.