“We are very pleased with the quality of traffic
coming from Taboola. It was the perfectplatform to increase brand visibility and drive
sales for AlgaeCal.”- Charlie Cameron, Search Engine Marketer, AlgaeCal

80%

Decrease in CPA with
Attentive Audiences
HE ALTH

AlgaeCal Sees Lowest Cost
Per Acquisition with Taboola’s
Attentive Audiences70%

Decrease in CPAwith Retargeting

COMPANY
AlgaeCal is the global leader in all things bone health,designing premium calcium supplements to help people live
full and active lives, free from fear of bone loss.

CHALLENGE
Build brand awareness and increase sales by launching ads
on brand-safe websites and diversifying beyond Facebookand Google.
SOLUTION
Use Taboola Motion Ads and retargeting tools to reachengaged audiences across premium publisher websites.
RESULTSWith Taboola, AlgaeCal was able to dramatically lower its
ad costs, decreasing CPA by 80% and outperforming
other channels in purchases.

Taboola Motions Ads and Retargeting Drive Sales for
AlgaeCal at a Cost that Lowers Over TimeIntroduction
AlgaeCal is the global leader in all thingsbone health, committed to helping the morethan 50 million people experiencing bonehealth issues live full, active lives, free fromthe fear of bone loss or fracture.
With the tagline “Guided by Science,Powered by Nature,” AlgaeCal uses
plant-based, nutrient-rich formulas to offer
premium supplements, resources, andsupport from its Scientific Advisory Boardand Bone Health Consultants.

AlgaeCal Increases Brand Awareness Across TopTier Sites with Taboola’s Motion Ads Format
AlgaeCal wanted to increase brand awareness but still maintain control
over its ad placements. The company was also eager to diversify, moving
beyond the restrictions of search and social media channels.
Facebook and Google, for example, don’t allow health companies likeAlgaeCal to retarget on their sites. And Facebook presented issues with theApple iOS 14 privacy updates.
That’s when AlgaeCal found Taboola.
As the world’s leading content discovery platform, Taboola helps
advertisers launch brand-safe campaigns across our network of over 9,000
premium, vetted publishers.
We worked with AlgaeCal to build a campaign using Taboola’s Motions
Ads to highlight key features of the brand’s products. We then used geotargeting to reach younger men and women who might be interested inpreventative bone care solutions.
Once viewers clicked through those ads, they were taken to a robust,content-filled landing page for the Bone Builder Pack bundle. There, they
could engage with product benefits, links to studies, video testimonials,
special offers, community resources, and FAQs.

AlgaeCal Sees 80% Decrease in Cost per
Acquired Customer with Taboola
Attentive Audiences
With Taboola, AlgaeCal was able re-engage people who’d alreadyvisited their website — a crucial step they weren’t able to achieve withFacebook and Google.
AlgaeCal placed the Taboola Pixel on their site so they could identify
users who’d already completed certain actions, like adding items to acart. They then launched retargeting campaigns to get in front of thosevaluable users with new messaging. AlgaeCal also enhanced its targetingwith Taboola Attentive Audiences, which identifies users who’ve spent asignificant time on their site but haven’t converted yet.
To ensure they were spending their budget most wisely, AlgaeCal
used Smart Bid, Taboola’s automated bidding tool. SmartBid uses
campaign data to predict how likely a user is to convert, and thenadjust the bid accordingly.
After retargeting users who’d added items to their carts, AlgaeCal
achieved a CPA that was 70% lower than their goal. And after using
Attentive Audiences to retarget users who’d spend a lot of time on theirsite, the brand achieved a CPA that was 80% below their goal.
Overall, AlgaeCal found that Taboola drove more retargetingpurchases than other channels — delivering stronger performanceacross the board.