CaseStudy“Taboola’s account managers have helped us scale
our campaigns, and effectively react to times ofseasonal or competitive change. They’ve taken ourfeedback to the product team, helped Cluey test
beta products, made creative recommendations,and crucially assisted with helping get creatives liveon publisher sites on the open web.”- James Stewardson, Growth Manager, Cluey Learning

Up to 15%
Of All Cluey Website Traffic
Comes From Taboola

40%
ED U CATI O N

Cluey Learning Finds Parents
Looking for Tutoring Services at
Scale While Meeting Cost PerAcquisition Targets

Lower Customer Acquisition
Cost(CAC) than Target withMotion Ads

70%
Lower Cost-Per-Lead (CPL)
than Target with Taboola
Attentive Audiences

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CaseStudy
COMPANY
Cluey Learning delivers a personalised, face-to-face online
tutoring experience for students in Years 2-12, across Maths,
English and Chemistry. Click here to learn more.

CHALLENGE
Reach parents looking to enroll children in online
personalised school tutoring at scale, while meeting
CAC targets.
SOLUTIONWork with Taboola to launch sponsored content, Motion
Ads, and retarget attentive audiences.
RESULTSUp to 15% of all Cluey website traffic now comesfrom Taboola, and the addition of Taboola’s attentive
audiences has allowed them to achieve a CAC 40% lower
than their goal.

Cluey Drives Engaged Site Traffic While Meeting
Cost Per Acquisition Targets

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Introduction
Cluey Learning (Cluey) delivers apersonalised, face-to-face online tutoring
experience for students in Years 2-12, acrossMaths, English and Chemistry.
They make learning support accessible andconvenient so that tutoring can be booked at atime that suits each child’s schedule. Learning
sessions take place live and online via Cluey’s
learning platform, which means students canlog in from the comfort of home and work with
their expert tutor without interrupting the familyschedule.
All of their content is mapped to the Australian
National Curriculum and is based on theunique learning needs of each individual. In thisway, Cluey programs cover the topics each
student is learning in class and specificallyaddresses each child’s challenges. All sessions
are recorded and can be re-watched for futurereference, and parents can see what their childhas learned.
Thanks to the online nature of our approach,
we’re able to source, train and quality checkthe best tutors from around Australia and makethem available to any student, regardless ofwhether they live on a farm, in a big city, or in asmall town between Milly Milly and Murgoo.
Cluey has provided over 458,000 learning
sessions to more than 17,832 students throughmore than 1,450 expert tutors to date.

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Cluey Works with Taboola to Hit Brand Awarenessand Performance Goals While Hitting CAC Targets
As a new EdTech startup looking to grow rapidly, Cluey is always searchingfor partners to help them scale and reach new customers efficiently.
In order to reach new consumers across premium publisher sites on theopen web, Cluey began working with Taboola in 2018 with the main goalof attracting parents looking to enroll their children in online personalised
school tutoring.
Over time, Taboola’s audiences, targeting tools, ability to drive unique visits
and convert potential customers on the Cluey website, all while meeting
their target CAC, made Taboola an ideal media partner for Cluey.
Cluey now works with Taboola as an incremental channel, using Taboola
to drive new visits to the Cluey website, grow their cookie pool, andincrease brand awareness and engagement all whilst hitting their CACtargets.
Today, Taboola accounts for up to 15% of all website traffic toclueylearning.com.au.
To optimize their campaigns for success, Cluey used the Taboola Pixel,
which allows advertisers to understand the actions people take on theirsite and to optimize marketing campaigns towards desired and valuableactions. The Taboola Pixel helped Cluey segment audiences, exclude
irrelevant audiences, and retarget strategically, all while increasing theeffectiveness of their campaigns.
Cluey also leverages Smart Bid, Taboola’s automated bidding platform,
designed to improve advertiser campaign performance instead of manualbidding. For each impression, Smart Bid uses campaign and Taboola’snetwork conversion data to predict how likely a user is to convert andadjust the bid accordingly.

Taboola’s Lower’s Cluey’s Customer Acquisition
Cost with Motion Ads and Attentive
Audience Targeting
In order to further decrease their CAC, Cluey worked with Taboola toimplement Motion Ads, 15 second moving ads that are designed to help
advertisers gain more conversions and scale. The addition of Motion ads
to Cluey’s campaign reduced CAC by 40% in just three months.
Cluey also leveraged Taboola’s attentive audience retargeting to further
optimize their campaigns. An attentive audience is a group of users thathave spent a significant amount of time on an advertiser’s website, buthaven’t yet converted. Customer behaviors such as number of recurring
visits, time spent on site etc. were measured by our algorithm and thestrength of these behaviors were used to define an attentive audience
specific to Cluey’s campaign.
The implementation of attentive audience campaigns allowed themto achieve a CPL at 70% below their target over the span of threemonths.
Cluey has plans to soon launch in New Zealand, and Taboola isfirmly in their plans to help grow their business in this new region. Theylook forward to continuing to test new products with Taboola as aninnovative technology partner.